Lazada joins Meta's Facebook affiliate partnerships programme in Southeast Asia

Instagram integration is expected to be introduced later.

Lazada has joined Meta's Facebook Affiliate Partnerships programme, allowing content creators across six Southeast Asian markets to tag products directly in Facebook posts and earn commissions from completed purchases.

The programme is now available in Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines. Instagram integration is expected to be introduced later.

The integration enables creators to connect their Lazada affiliate accounts to Facebook, search Lazada's product catalogue and tag products in Reels and Feed posts. Creators earn commissions when users purchase tagged products on Lazada.

Lazada said the partnership simplifies the path from product discovery to checkout by reducing the need for external links and redirects.

The company added that brands and sellers will gain greater exposure through creator content, while shoppers can access products directly from posts that feature them.

Lazada cited data showing that video commerce accounts for about 25% of the region's eCommerce gross merchandise value (GMV), whilst 82% of consumers in Southeast Asia bought products based on influencer recommendations in 2024.

The partnership follows Lazada's announcement earlier this year of a $100m annual investment in its LazAffiliate Programme to expand support for creators, brands and sellers through higher commissions, campaign incentives, personalised voucher pools, custom storefronts and performance tools.