Shopee said sales generated by its Singapore affiliate network grew close to 50 percent 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.
The company disclosed the figures at its Shopee Affiliates Connect event in Singapore on November 6. Shopee said traffic referred by affiliates increased by more than 50 percent over the same period, while affiliate content now accounts for one in 10 visits to its platform.
The update points to the growing role of creators in Singapore’s online retail market. 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 and shared links or codes. Separate brand-funded commissions may apply to selected products and orders.
Shopee said 32 Singapore affiliates each generated more than $1 million in sales during the program’s qualifying year. The company also named nine newer affiliates as rising performers at the event.
The figures were supplied by Shopee and were not independently audited. The company did not disclose total affiliate-generated merchandise value, the precise measurement period, or the methodology used to calculate visits and sales attributed to affiliate content.
In an earlier company update, Shopee said its Singapore affiliate network had more than 180,000 participants. The latest total of more than 300,000 indicates that the program has continued to expand as social commerce and video shopping tools become more widely available to creators and merchants.
Affiliate commerce has also 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.
Shopee did not provide a revenue breakdown for its Singapore affiliate business. Its latest update focused on sales and referral growth as the platform prepared for its 11.11 shopping campaign, which the company said would begin at 8 p.m. Singapore time on November 10.