Lazada Brings Affiliate Shopping to Facebook, Instagram

Lazada has joined Meta’s Facebook Affiliate Partnerships program, allowing creators across the Philippines, Singapore, Malaysia, Thailand, Indonesia, and Vietnam to tag Lazada products directly in their Facebook content, with Instagram support set to follow. The integration enables eligible creators to earn commissions whenever followers purchase tagged products through Lazada.

Why it matters: Creator-led commerce continues to gain momentum across Southeast Asia, with social media increasingly influencing online shopping decisions. The partnership simplifies the path from content discovery to checkout, making it easier for creators to monetize their content while helping brands reach potential customers.

The details: Through the integration, creators can link their Lazada affiliate accounts with Facebook and, soon, Instagram. Once connected, they can browse Lazada’s product catalog and tag items in Reels and Feed posts without relying on external affiliate links.

When viewers tap a tagged product and complete a purchase on Lazada, the creator receives a commission. The process reduces the need for redirects and manual product searches, creating a more streamlined shopping experience.

For brands and sellers on Lazada, the feature expands product visibility by allowing creators to showcase items directly within their social media content. Shoppers can also move more easily from product discovery to purchase with fewer steps.

The bigger picture: The rollout comes as creator commerce continues to reshape Southeast Asia’s e-commerce landscape. According to the e-Conomy SEA 2025 report, video commerce now accounts for around 25% of the region’s e-commerce gross merchandise value (GMV).

The report also notes that the Philippines remains one of Southeast Asia’s fastest-growing digital economies, with e-commerce contributing more than 60% of the country’s overall digital economy GMV.

Influencer marketing also plays a significant role in Filipino purchasing behavior. Based on the E-commerce Influencer Marketing in Southeast Asia report, 88% of Filipino consumers say their purchases are influenced by recommendations from content creators, with Facebook serving as the country’s leading influencer platform.

Between the lines: The Meta partnership builds on Lazada’s broader investment in creator commerce announced earlier this year. In 2025, the company committed US$100 million annually to its LazAffiliate program to expand support for creators, brands, and sellers.

The investment includes higher commission opportunities, campaign incentives, personalized voucher pools, custom storefronts, and additional performance tools designed to help affiliates grow their earnings.

According to Jared Chan, Head of Regional Affiliate at Lazada Group, the collaboration aims to create a smoother journey from product discovery on Facebook and Instagram to completing purchases on Lazada, while helping sellers connect with customers more effectively across the region.

For creators: Eligible creators can begin using the new feature by:

• Enabling Professional Mode on their Facebook or Instagram profile.
• Opening the Monetization tab and selecting Affiliate Partnerships.
• Connecting their Lazada affiliate account and completing the registration process.
• Tagging Lazada products directly in Facebook and, soon, Instagram posts and Reels.

Creators will earn commissions whenever a tagged product results in a completed purchase on Lazada.

What’s next: The Facebook integration is now available across six Southeast Asian markets, while Instagram support is expected to roll out soon. The move further strengthens Lazada’s affiliate ecosystem as the company continues investing in creator-driven commerce across the region.

The Bottom Line: Lazada’s integration with Meta’s Affiliate Partnerships program gives Southeast Asian creators a more direct way to earn from their content while making it easier for shoppers to discover and buy products. For Filipino creators and businesses, the partnership reflects the growing role of social commerce as content, community, and online shopping become increasingly connected.