Google has unveiled new advertising and video commerce solutions for Southeast Asia at Google Marketing Live Southeast Asia in Singapore.
In a statement on Tuesday, Google said the deployment can highlight AI-powered Search and YouTube’s creator ecosystem changing consumers’ patterns in discovering and purchasing products across the region.
Google noted that Search usage in Southeast Asia is at an all-time high, with users of AI Overviews and AI Mode reporting they are able to make decisions faster (82 percent) and more confidently (80 percent), rising to 86 percent among Gen Z users for managing decision fatigue.
On YouTube, video commerce has surged five times from 2022 to 2025, now commanding 25 percent of the region’s total e-commerce gross merchandise value. Since the YouTube Shopping Affiliate Program launched two years ago, more than 6 million videos in Southeast Asia now feature shoppable product tags. Of which, over 50 percent of eligible creators enrolled and total creator payouts growing more than 105 percent year-on-year.
Google also cited independent surveys showing viewers across the region trust YouTube creators more than creators on any other platform including TikTok and Meta.
Among the new tools announced, Commerce Media Suite allows brands with marketplace storefronts to route high-intent shoppers directly from a YouTube ad to a seamless checkout page using real-time shopping insights.
Google is piloting the solution with Shopee, with early tests showing Maybelline achieving a 7.4 percent incremental lift in revenue alongside a strong return on ad spend. Creator Partnerships Boost allows brands to promote YouTube creators’ videos as ads within their own campaigns. Meanwhile, Affiliate Partnerships Boost, being piloted with Shopee in Southeast Asia as one of the first regions globally, allows marketplaces to expand the reach of high-performing affiliate videos as paid ads.
Sapna Chadha, Google Vice President for Southeast Asia and South Asia Frontier, said AI is transforming how people explore and shop across the region. No other platform can connect shopper intent and trusted video commerce like Google, the executive added. She said Google is doubling down on the shift in Search while turbocharging the power of YouTube creators to partner with businesses and build better shopping experiences.
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