YouTube Boosts Thailand's 90,000 Creators Into E-Commerce
YouTube is integrating e-commerce with its 90,000+ Thai creator channels, enabling direct shopping through Shopee and Lazada while boosting brand conversion by up to 30%.
YouTube has over 90,000 channels in Thailand with more than 10,000 followers, with continuous growth in both short-form videos and TV screen content. The platform is now actively connecting creators, brands, consumers, and e-commerce, launching a service to match brands with creators and enable shopping directly on YouTube, integrated with Shopee and Lazada. Creator-driven content increases advertising results by up to 30% and purchase intent by up to 40%.
Rafael Sislow, Country Manager for Google Thailand, revealed that over 12 years, YouTube has evolved from a video platform into a hub for culture, human connection, and commerce. Consumer behavior in viewing, engagement, and purchasing decisions has changed rapidly, with creators, brands, and agencies playing a vital role in driving this ecosystem.
Thailand currently has over 90,000 YouTube channels with more than 10,000 followers, with approximately 1,000 new channels entering this tier monthly. YouTube Shorts uploads have grown 85% year-on-year, reflecting the rise of short-form content and new entertainment formats, particularly micro dramas.
Sislow explained that YouTube sees platform growth through three pillars: culture, connection, and commerce. Culturally, viewer interest extends beyond short-term trends to sustained engagement with content spanning music, sports, and creator work. YouTube on Connected TV reaches over 13 million adults in Thailand, enabling multi-family viewing on television screens and boosting brand awareness and recall.
On the connection side, the relationship between viewers and creators is crucial, with 40% of video views occurring more than a month after upload, reflecting YouTube content's long-term viewing potential. YouTube has launched YouTube Creator Partnerships in Thailand to help brands and agencies find, collaborate with, and deploy creator content in campaigns through Google Ads and DV360.
Internal YouTube data shows that ads using creator content can increase conversion lift by up to 30% and purchase intent by up to 40%. On commerce, creator trust significantly influences purchase decisions, with 87% of Gen Z viewers in Thailand saying YouTube helps them buy with confidence. YouTube is developing commerce solutions linking product discovery to purchase, connecting with Shopee and Lazada. The Commerce Media Network connects high-intent shoppers from YouTube ads directly to marketplace checkout. Real-time shopping insights help businesses optimize their approach.
