Small businesses are turning to creator-led product demonstrations to reach shoppers and drive sales, using affiliate marketing to stretch limited advertising budgets and compete for attention in an increasingly crowded online marketplace.
Shopee said traffic and sales generated through its Affiliate Program grew more than 1.5 times, underscoring the growing role of creator content in moving consumers from product discovery to purchase. The company did not specify the comparison period.
The program connects sellers with creators who demonstrate products, share firsthand experiences, and direct viewers to listings on the platform.
For homegrown innerwear brand Herah, an unexpectedly effective sales pitch came from a video showing how its nipple covers could be washed with dishwashing liquid. The resulting sales increase prompted the company to use performance data to identify effective creators and build an internal team to manage affiliate partnerships.
Hyperbrands, which carries pet-care brands Dentalight and Moochie, also tracks which creator formats resonate with shoppers, using campaign results to refine its approach.
Coffee capsule brand B Coffee Co. takes a similar route, relying on affiliates to demonstrate home brewing and show potential buyers how its machines fit into everyday routines.
“A product listing can explain what a coffee machine does. A creator can show why you would want one beside your laptop or on your kitchen counter,” said B Coffee CEO Miguel Guerrero.
Shopee is seeking to widen these connections through its KOLLAB events. In 2026, it held more than 30 gatherings that brought together over 100 brands and more than 500 creators and affiliates.
Events in Cebu and Davao tapped local creator networks, giving businesses access to audiences with stronger community ties and creating more opportunities for regional marketing partnerships.
For smaller brands, the appeal is practical. Rather than relying solely on paid advertising, they can use creators to demonstrate how products work and give shoppers a more relatable reason to buy.
