Lazada Joins Meta's Affiliate Marketing Partnership Program: Click Product Tags to Directly Access In-Platform Links

【Ebrun Original】On July 11th, Southeast Asian e-commerce platform Lazada announced its official participation in Meta's Facebook Affiliate Partnerships program. This collaboration will cover six markets: Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines. It enables content creators to directly tag Lazada products in their posts on Facebook and Instagram and earn corresponding commissions when users complete purchases.

Lazada stated that this partnership arrives at a pivotal time when creator-driven commerce continues to reshape how Southeast Asian consumers shop online.

Latest data shows that video commerce currently accounts for approximately 25% of the total e-commerce Gross Merchandise Value (GMV) in Southeast Asia. In 2024, 82% of Southeast Asian consumers made a purchase based on recommendations from influencers or content creators. By deeply integrating Lazada's affiliate marketing system with the social content users browse daily, this collaboration further streamlines the consumer journey from content inspiration and product discovery to final purchase.

For a long time, creators earning affiliate commissions through content typically involved multiple cumbersome steps, including inserting external links, redirecting to other apps, and navigating separate checkout pages. These friction points in the process often led to lost conversion opportunities for creators, brands, and merchants.

Following the launch of this partnership, creators can directly link their Lazada affiliate marketing accounts to Facebook, with support for Instagram coming soon. Creators can directly search the Lazada product catalog and tag products in Reels short videos or feed posts. When fans click the product tag and complete a purchase on Lazada, the creator earns the affiliate commission. The entire process is more seamless, eliminating the need for frequent app or page switching.

For consumers on the Lazada platform, the product discovery process also becomes more natural and convenient.

Users no longer need to click through external links posted by creators or manually search for relevant products. Instead, they can directly click on the product tag within the content that sparked their interest and proceed to Lazada to complete their shopping journey. This seamless experience is expected to lower the decision-making barrier from browsing to purchasing.

The specific onboarding process is as follows: Creators need to enable Professional Mode on their Facebook or Instagram profile, then navigate to the Monetization tab, enter the Affiliate Partnerships section, link their Lazada affiliate marketing account, complete the registration process, and can then start directly tagging Lazada products in their content.

This partnership is also a key component of Lazada's ongoing strategy to invest in the creator economy.

In 2025, Lazada announced an annual investment of $100 million into its LazAffiliate program. This investment aims to provide systematic support for creators, brands, and merchants by increasing commission rates, launching marketing incentives, providing a personalized coupon funding pool, offering customized storefronts, and enhancing data analytics tools.

Notably, Lazada is not the first major Southeast Asian e-commerce platform to partner with Meta in the content ecosystem. Its competitor Shopee entered this arena earlier.

In October 2025, Shopee integrated with the Facebook Affiliate Partnerships program, launching the affiliate marketing feature first in markets including Singapore, Malaysia, Thailand, Indonesia, Vietnam, the Philippines, Taiwan (China), and Brazil. In July 2026, the collaboration was further extended to Instagram.

As of March 2026, over 5 million creators had accessed Shopee's affiliate marketing system through Facebook, with approximately half being first-time participants in such a system.

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