The Affiliate Partnership Program is being rolled out on Facebook in Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines. The company stated it will expand to Instagram in the near future.
Through this program, content creators can connect their Lazada affiliate marketing accounts with Facebook, search for products on the platform, and directly tag them in posts or Reels (short videos). When users click on a product and complete an order on Lazada, creators will receive a commission.
According to Lazada, this integration streamlines the shopping journey compared to traditional affiliate marketing, which often requires users to navigate multiple links before completing a transaction.
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Users operate the Lazada application on a smartphone. Photo: Lazada |
Users operate the Lazada application on a smartphone. Photo: Lazada
A company representative noted that this new model also creates additional customer acquisition channels for brands and sellers on the platform, while helping consumers easily discover products directly from creator content.
Jared Chan, Lazada's Regional Head of Affiliate Marketing, explained that the program aims to seamlessly connect product discovery on Facebook and Instagram with the shopping experience on Lazada, thereby supporting brands, sellers, and consumers.
The company stated this partnership comes as content commerce continues to grow in Southeast Asia. Lazada cited data indicating that video commerce currently accounts for approximately 25% of the region's total e-commerce gross merchandise value (GMV). In 2024, about 82% of Southeast Asian consumers made purchases based on influencer recommendations.
In Vietnam, to mark the program's launch, Lazada introduced a "product tagging challenge" running from 2-31/7. Participants can earn 100,000 dong for each valid post or 300,000 dong for each valid Reels video with tagged products, along with subsidies of up to 25% for featured products.
This initiative is part of Lazada's strategy to develop its affiliate marketing ecosystem. Previously, in 2025, the company announced an annual investment of USD 100 million for the LazAffiliate program to expand commission policies, bonus programs, personalized discount codes, creator storefronts, and performance analytics tools.
To join the program, affiliate partners must enable Professional Mode on Facebook or Instagram, access the "Affiliate Partnerships" section within "Monetization," connect their Lazada account, and complete registration before tagging products in their content.
Lazada is an e-commerce platform operating in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The platform currently connects over 160 million consumers with more than one million sellers each month, while also managing payment and logistics systems for e-commerce activities in the region.
Thai Anh
Program terms and conditions are available here.
