Singapore – Lazada has joined Meta’s Facebook Affiliate Partnerships programme, allowing content creators in Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines to tag Lazada products directly in Facebook content and earn commissions from completed purchases. The company said Instagram integration is expected to be introduced at a later stage.
The partnership is aimed at simplifying the shopping journey by enabling users to move from product discovery on social media to purchases on Lazada with fewer steps. According to Lazada, creators can connect their Lazada affiliate accounts to Facebook, search the platform’s product catalogue, and tag products in Reels and Feed posts. When users complete purchases through those tagged products on Lazada, creators receive commissions.
Lazada said the initiative responds to the continued growth of creator-led commerce in Southeast Asia. Citing industry data, the company noted that video commerce accounts for approximately 25% of the region’s e-commerce gross merchandise value (GMV), while 82% of Southeast Asian consumers purchased products based on influencer recommendations in 2024.
The company said the integration is designed to reduce friction in the affiliate marketing process, which has traditionally required users to navigate through external links, app redirects and separate checkout pages. It added that the new workflow aims to improve conversion opportunities for creators, brands and sellers while providing shoppers with a more direct route from content to purchase.
For Lazada sellers and brands, the programme provides creators with access to product catalogues that can be featured directly in social content, potentially increasing product discovery and conversions. Shoppers, meanwhile, can access products directly from creator posts before completing their purchases on Lazada.
Jared Chan, Head of Regional Affiliate at Lazada Group, said the partnership is intended to improve the shopping experience across the region.
“Through this partnership with Meta, we’re making it easier for shoppers to move from discovering products on Facebook and Instagram to completing their purchase on Lazada. By creating a more seamless path from discovery to checkout, we’re helping brands and sellers connect with customers more effectively while delivering a better shopping experience across Southeast Asia,” said Jared.
The announcement also builds on Lazada’s broader investment in its affiliate ecosystem. In 2025, the company announced a US$100 million annual investment in its LazAffiliate Programme to support creators, brands and sellers through higher commissions, campaign incentives, personalised voucher pools, custom storefronts and performance tools.
Lazada said its integration with Meta’s Affiliate Partnerships programme complements that investment by expanding opportunities for creators while helping brands and sellers leverage creator-driven product discovery across Southeast Asia.
