Shopee affiliate sales rose nearly 50% in Singapore

By Amara Osei

Shopee said sales generated by its Singapore affiliate network grew close to 50% over the past year, as the number of local affiliates surpassed 300,000 and creator content became a larger source of traffic to the e-commerce platform.

At its Shopee Affiliates Connect event in Singapore on November 6, the company said traffic referred by affiliates increased by more than 50% over the same period. Shopee also said affiliate content now accounts for one in 10 visits to its platform.

Because Shopee disclosed no absolute baseline for either rate, the update does not calculate how many additional visits or dollars the percentage gains represented.

Which affiliates drove the sales?

Shopee said 32 Singapore affiliates each generated more than $1 million in sales during the program’s qualifying year. The threshold identifies 32 high-volume sellers, while the company offered no total affiliate-sales figure against which to measure their share.

At the event, Shopee also identified nine newer affiliates as “rising performers.” The company presented the cohorts separately: 32 by sales threshold and nine as newer rising performers.

What does the network expansion show?

Shopee’s latest count of more than 300,000 local affiliates compares with more than 180,000 participants in an earlier company update. TechNode said the higher figure indicated continued program expansion as social commerce and video-shopping tools became more widely available to creators and merchants.

How does the commission model work?

Shopee’s affiliate program allows participants to earn commissions by directing shoppers to products on the marketplace through social media and other digital channels.

Under Shopee’s commission structure effective from January 2026, affiliates can earn marketplace commissions on orders generated through:

• Livestreams
• Social media
• Shopee Video
• Shared links or codes

Separate brand-funded commissions may apply to selected products and orders. Shopee’s structure therefore combines marketplace commissions with a separate brand-funded layer across four named order channels: livestreams, social media, Shopee Video, and shared links or codes.

What remains unverified?

The figures were supplied by Shopee and were not independently audited. Shopee did not disclose the total value of merchandise generated through affiliates, the precise measurement period, or the methodology used to calculate attributed visits and sales.

Shopee also did not provide a revenue breakdown for its Singapore affiliate business. Its update describes commercial activity through sales growth, referral traffic, participant counts and per-affiliate sales thresholds, rather than segment revenue or total merchandise value.

The lack of a precise measurement period also limits comparisons between the latest figures and Shopee’s earlier network update. The percentage gains remain company-reported indicators, not audited evidence of revenue scale.

How does YouTube fit?

TechNode said affiliate commerce had become more closely integrated with video platforms. In April 2025, YouTube expanded its Shopping affiliate program in Singapore with Shopee, enabling eligible creators to tag marketplace products in videos, Shorts and livestreams.

That partnership gives eligible creators a product-tagging route inside YouTube. Shopee’s own commission rules separately cover livestreams, social media, Shopee Video, links and codes, connecting the YouTube arrangement with its broader creator-commerce channels.

What does the 11.11 campaign test?

Shopee’s latest update focused on sales and referral growth as the platform prepared for its 11.11 shopping campaign. The company said the campaign would begin at 8 p.m. Singapore time on November 10.

For Shopee, the November 10 campaign will test whether traffic growth above 50% translates into sustained sales for a network of more than 300,000 local affiliates.