Bangkok, June 16, 2025 – In today’s content-centric world, Gen Z has emerged as the most influential consumer group, redefining how online shopping happens. Growing up with video content, be it short-form or long-form, Gen Z uses these platforms for both entertainment and inspiration before making confident purchasing decisions.
It’s not just “watch and like.” Gen Z is ready to “add to cart” the moment a piece of content resonates with them, especially in categories like fashion, beauty, and personal care. Female Gen Z shoppers are trendsetters, while male Gen Z consumers are equally drawn to stylish apparel and cutting-edge gadgets. But beyond personal style, Gen Z shoppers seek value and trust. Key drivers include attractive promotions, deals that match their lifestyle, and free shipping, all of which must integrate seamlessly into their chosen way of living.
This content- and lifestyle-driven shopping behavior has turned Gen Z into a pivotal market segment. Brands must adapt quickly to captivate this audience that’s both discerning and ready to spend on what truly resonates.
Shopee x YouTube Partnership: Driving the ‘Watch & Shop’ Experience While Empowering Thai Creators
In partnership with Shopee, YouTube launched the YouTube Shopping Affiliate Program in Thailand in October 2024. The collaboration creates a new dimension of e-commerce by enabling Thai creators to step into the digital entrepreneur space and by providing users with valuable and borderless shopping experiences.
Over time, the partnership has not only enriched user experience but also generated significant benefits for brands and creators. Notably, it has empowered thousands of emerging Thai creators to transform their passions into income. Shopee supports them with comprehensive campaign tools, knowledge-sharing opportunities, direct consumer reach, and a robust creator ecosystem.
Kongkrit Lawlertratana, Head of Marketing Commercial, Shopee (Thailand), stated, “This collaboration demonstrates the synergy between two leading platforms that play key roles in the digital economy. Shopee is committed to building a holistic e-commerce ecosystem focused on delivering a relevant and high-quality user experience. Meanwhile, YouTube’s strength lies in connecting creators with audiences on a deep level. Together, we’re enabling a seamless ‘watch-and-shop’ journey tailored for Gen Z consumers, while driving sustainable growth for local brands, SMEs, and Thai creators in a high-potential digital landscape.”
The YouTube Shopping program has yielded tangible, powerful results, with Mobile & Gadgets, Beauty, and Home & Living being among the most popular categories chosen by creators to promote on YouTube Shopping, allowing Shoppers to enjoy a smoother, inspiration-driven digital shopping experience
According to a recent study by Kantar, 78% of Gen Z consumers use YouTube for shopping inspiration, particularly through short vertical videos and long-form content that foster genuine connection and social interaction. 97% value trustworthy creators, who influence purchase decisions through expert, experience-based reviews. Shopee remains the #1 e-commerce platform of choice for Gen Z in Thailand, reinforcing the link between inspiration and real purchase behavior.
Mukpim Anantachai, Head of YouTube Partnerships, Thailand, added that “YouTube has always been the home for diverse and engaging content, where authentic connections are built between creators and their communities. We’re so excited to see our partnership with Shopee taking this a step further. It's truly inspiring to see how short-form video, live streams, and long-form content can directly translate into seamless shopping experiences for fans and powerful new monetization avenues for Thai creators, while brands can authentically promote products through trusted voices. In just seven months since launch, we've already seen incredible momentum among creators, sellers, and advertisers. We're excited to build on this early success, unlocking even more opportunities for everyone in Thailand's booming digital economy.”
This strategic partnership will continue to deliver integrated entertainment and shopping experiences for Thai consumers, while strengthening the ecosystem for creators, brands, and buyers. The goal is to drive Thailand’s digital economy toward long-term growth and resilience.
