Meta expands creator-led commerce in Asia-Pacific

Meta is expanding its creator-led commerce initiatives across the Asia-Pacific region. Through its affiliate partnership program, more than 10 million creators in the region connected their Facebook accounts to retail partners, such as Shopee, Lazada, Flipkart, and Myntra, over the past year.

Between June 29 and July 26, these creators generated over US$24 million in commissions via Facebook and Instagram. Meta reported that the Asia-Pacific region contributed significantly to its Q2 growth, with revenue rising 28 percent to US$60.8 billion.

Data indicates that approximately 50 percent of shoppers in the Asia-Pacific region seek product inspiration on social media, exceeding the global average of 37 percent. Additionally, shoppers discovering products on Meta platforms in this region spend 1.3 times more than in other regions. To further integrate commerce, Meta is testing features like live video ads and affiliate tags on Instagram Reels to streamline the transition from discovery to purchase.