Google launches new shopping solutions for video commerce in Southeast Asia

Summary: Google is introducing new tools to accelerate video commerce and brand-creator collaboration in Southeast Asia. Solutions such as Commerce Media Suite and Creator Partnerships Boost help turn viewers into customers faster, taking advantage of video commerce growth that has multiplied fivefold in three years. The market is especially relevant to beauty, fashion, small home appliances and FMCG, requiring businesses to prepare clean product data, suitable creator lists and a fast testing process. Google is building a seamless ecosystem from search to payment, reflecting shopping behavior increasingly shaped by AI and video.

At Google Marketing Live Southeast Asia in Singapore on July 7, 2026, Google announced a range of new shopping solutions connecting Search, YouTube and e-commerce. The focus is on Commerce Media Suite, Creator Partnerships Boost, Affiliate Partnerships Boost and YouTube Creator Partnerships. The goal is clear: boost video commerce, expand brand-creator collaboration and turn shopping videos into real sales touchpoints.

This news matters because the shopping journey is shifting rapidly toward AI and video. Google says Southeast Asian users find that AI on Search helps them decide faster and with greater confidence. Meanwhile, video commerce has grown fivefold in three years and now accounts for about 25% of regional GMV. This article will help you read market signals correctly, understand each tool, and adjust your marketing strategy. If you work in growth, this is the moment to revisit your marketing strategy and update your marketing strategy for Vietnam.

What solutions has Google announced for video commerce in Southeast Asia?

Google has just released a suite of solutions connecting Search, YouTube, creators and payment points. They include:

1. Commerce Media Suite

Seamlessly connects YouTube ads to checkout pages on e-commerce platforms, shortening the shopping journey and boosting conversion rates. The tool leverages real-time data to show relevant products and helped Maybelline increase revenue by 7.4% during its trial.

2. Creator Partnerships Boost

Lets brands use YouTube creators' videos directly as ads to extend reach beyond their existing follower base. By keeping the natural feel of creator content, the ads can improve engagement and media effectiveness.

3. Affiliate Partnerships Boost

Helps e-commerce platforms and retailers turn high-performing affiliate videos into paid ads to scale sales. This model both helps brands reach more customers and generates additional commission income for creators.

4. YouTube Creator Partnerships

The tool supports brands in finding, evaluating and collaborating with YouTube creators using AI based on keywords, categories and viewer data. After collaboration, brands can promote creator content as ads and measure business impact directly.

Google also emphasized that the market is now large enough to watch: more than 6 million YouTube videos in Southeast Asia have shopping tags, more than 50% of eligible creators have joined the affiliate program, and creator payouts have grown more than 105% year over year.

Google is addressing a clear bottleneck: users watch but do not buy immediately. ABS-CBN News said: video commerce in Southeast Asia will increase fivefold from 2022 to 2025 and account for 25% e-commerce GMV of the area.

The problem has three parts:

• Purchase intent already exists on Search, but it breaks when users move to video.
• Trust sits with creators, but brands struggle to scale beyond their original follower base.
• Checkout takes too many steps, so customers drop off.

The notable point is not just the new tools. More importantly, Google is bringing discovery, trust and conversion into one flow.

See also: Effective Performance Marketing: How GUDJOB Optimizes Campaigns in Vietnam

Why is Google focusing so heavily on AI Search and new shopping behavior?

Shoppers no longer follow a straight search-read-buy path. They ask longer questions, watch videos before deciding, and want to decide faster. According to e-Conomy SEA 2025 said: 75% of digital economy users in Southeast Asia say AI tools such as chatbots, automatic translation and image search help them discover content better;

This explains why Google is pushing AI Search: the need to research, compare and complete a purchase now happens while users are asking questions.

According to Decision Lab's "The State of Consumer AI in Vietnam 2025" Report, 78% of Vietnamese people online have used at least one AI platform in the past three months, of which the Gen Z generation is leading in both usage level and daily interaction frequency.

This picture shows Google is not just following global trends. The company is responding to a market already ready to use AI in search and shopping.

How fast is video commerce growing on YouTube?

Looking at regional numbers, this is no longer a test channel. Retail Asia said: video commerce has taken over 20% of Southeast Asia's e-commerce GMV in 2024, a fourfold increase over two years. YouTube also reached 290 million viewers in the region, equivalent to 85% of the online population..

For brands selling on marketplaces, Commerce Media Suite it combines two things that were often separated: generating demand on YouTube and closing orders in the storefront. Google is testing this tool with Shopee, and Maybelline's early test recorded an additional 7.4% in revenue. according to ABS-CBN News.

Practical use:

1. Run a short video introducing one hero product.
2. Set the destination as the checkout page or product page on the marketplace.
3. Concentrate budget on people who searched, added to cart or watched the video multiple times.

If you are running a flash sale, this tool is better suited to reducing the number of steps from viewing to buying than telling a long brand story.

• It fits beauty, mother-and-child and small-appliance categories.
• It is easier to measure when you need to see short-term revenue impact.

Creator Partnerships Boost Creator Partnerships Boost lets brands use creators' own videos as ads while keeping the creator's identity. The advantage is that the content looks more natural than a video from a brand account.

You can use it in 3 steps:

1. Choose a creator who already has genuine review or how-to videos.
2. Get permission to run ads from the best-performing content.
3. Scale to new audience groups instead of relying only on organic reach.

Retail Asia said: This tool is positioned by Google to expand reach beyond the creator's existing following.

Do not boost every video. Choose videos with a strong hook in the first three seconds and real product-use scenes.

What should Vietnamese businesses learn from this launch?

Google is betting heavily on short-form content commerce and creator commerce. ABS-CBN News said: video commerce in Southeast Asia will increase 5-fold from 2022 to 2025 and account for 25% of regional e-commerce GMV.

• Beauty and personal care - easy to demo, generate demand and close quickly.
• Fashion and accessories - well suited to reviews, styling and real try-ons.
• Mother-and-child products and small home appliances - they require trust and real-user validation.
• Food, FMCG and mid-priced products - fast purchase cycles suit affiliate and retargeting.

If a product needs to be seen, used and explained authentically, it has a strong chance of benefiting from this trend.

What do businesses need to prepare before deploying?

This launch shows that businesses should no longer run creator campaigns based on intuition. TechNode Global said the region has more than 6 million videos tagged shopping on YouTube.

1. Clean product feed - names, prices, inventory and purchase links must match.
2. Creator lists by audience segment - do not choose only by fame.
3. Clear KPIs - measure incremental revenue, cost per order and view-to-purchase rate.
4. A fast testing process - test multiple hooks, faces and offers.

• Do not wait until you have a large budget.
• Start with the 5 to 10 best selling SKUs.
• Prioritize industries with enough margin for affiliate and ad costs.

Businesses that do well in the operational part first will win faster than the creative part.

In short, with the four newly launched tools, Google is not just adding a few shopping features. It is bringing Search, YouTube, creators and payment points together into one seamless chain .