HÀ NỘI — Shopee and Meta have launched an affiliate partnership on Instagram in Việt Nam, allowing eligible content creators to earn commission by recommending products sold on Shopee through the social media platform.

The feature, introduced on Tuesday, enables creators to link their Shopee accounts with Instagram professional accounts, select products from Shopee's affiliate catalogue and include shopping links in Reels and Feed posts. Creators receive commission when viewers complete eligible purchases on Shopee.

Việt Nam is among the first markets outside the US where Meta has rolled out Instagram affiliate partnerships, alongside other Southeast Asian countries, Taiwan (China) and Brazil.

The expansion follows the launch of a similar affiliate programme on Facebook in 2025. According to the companies, more than five million creators worldwide had linked their Facebook accounts with Shopee affiliate accounts as of March 2026, with around half joining the Shopee Affiliate Programme for the first time.

The companies said the move reflects the growing role of creator-led content in influencing online shopping decisions and is intended to provide an additional monetisation channel for content creators while helping sellers reach consumers through social media.

Khoi Le, Country Director for Vietnam at Meta, shared: “The launch of the affiliate programme on Instagram with Shopee opens up more opportunities for creators to generate revenue from the content they love, while helping businesses of all sizes reach more new customers.”

Shopee and Meta also announced they are testing an affiliate advertising solution in selected Southeast Asian markets.

Subject to creators' consent, sellers and brands will be able to promote affiliate content as paid advertisements on Meta's platforms to reach broader audiences. The companies said the pilot could be expanded in the coming months.

The Instagram affiliate partnership with Shopee is now available to eligible creators in Việt Nam, Singapore, Malaysia, Thailand, Indonesia, the Philippines, Taiwan (China) and Brazil. — BIZHUB/VNS