Premia TNC Singapore Team
Author
On April 3, 2025, YouTube officially launched the YouTube Shopping affiliate program in Singapore and announced a strategic collaboration with Shopee, a leading e-commerce platform in Southeast Asia. This program aims to connect sellers and content creators, providing consumers with a more intuitive and immersive shopping experience.
Sellers on Shopee can collaborate with YouTube creators to naturally showcase their products, while creators gain new opportunities to integrate products into their video content and monetize them.
This change is significant not only because it enhances e-commerce functionality but also because it signals the full-fledged expansion of video content-based consumption trends in Singapore. Content-based commerce, with its higher conversion rates and trustworthiness compared to traditional advertising, is gradually becoming a mainstream strategy in the Southeast Asian market.
4 Key Considerations for E-Commerce Companies Entering Singapore
1. Securing Brand Awareness in the Local Market
Collaborating with YouTube creators allows small and medium-sized brands to quickly connect with consumers, creating significant opportunities for companies with limited marketing budgets.
2. Testing Market Reactions and Obtaining Data
By linking YouTube Shopping with Shopee, you can gain early access to consumer product response and conversion data, allowing you to assess local relevance and adjust your strategy.
3. Expansion Throughout Southeast Asia
Shopee has a robust platform infrastructure in key Southeast Asian countries, including Singapore, Malaysia, Indonesia, and the Philippines. Shopee can leverage its success in Singapore to expand into adjacent markets.
4. Entering the Video-Based Ecosystem Early
Content-centric consumption patterns are becoming increasingly influential. By proactively entering this ecosystem, brands can secure a long-term competitive advantage.
Strategic Approach with Execution Examples
Approaching Local Creators for Collaborations
Product reviews, unboxing, and review content creation are linked to purchases.
Shopee Entry + YouTube Integration
Marketing testing is possible with just a Shopee store, without a company-owned online store.
Utilize Local Multi-Channel Networks (MCNs) and Influencer Networks
Partnering with creator management companies to plan multiple content simultaneously.
Test Micro-Campaigns
Compare and optimize conversion rates using multiple video formats and messages.
Considering these strategies comprehensively, it is possible to build a consistent customer journey that goes beyond simply opening a store on Shopee. The idea is to start from brand storytelling to gain product exposure, which in turn leads to purchase conversion through YouTube-based content marketing.
Companies with a strong presence in content-based commerce can expect significant results from this YouTube-Shopee partnership, leveraging its Singapore market testing and expansion strategy.
Registering as a Local Seller on Shopee Singapore
The YouTube–Shopee shopping partnership offers stronger benefits and exposure opportunities to sellers registered as local sellers in Singapore. Korean or international companies wishing to enter Shopee as “local sellers” rather than global sellers must meet the following requirements:
1. Establishing a Local Corporation or Registered Business
To register as a local seller in Singapore, you generally need one of the following:
- Private Limited Company registered in Singapore.
- Sole Proprietorship or Partnership registered with ACRA.
- Singaporean companies must have a Unique Entity Number (UEN).
Note: Many foreign companies establish a subsidiary or legal entity in Singapore to qualify. This requires a business address, contact information, and a local bank account.
2. Opening a Local Bank Account in Singapore
Local sellers must have a bank account in Singapore to receive Shopee sales proceeds. This is essential for sales settlement and stable transactions on the platform.
Examples of Major Banks in Singapore
- DBS Bank.
- OCBC Bank.
- UOB.
- Standard Chartered Singapore, and more.
Documents Required to Open a Business Account
- Business Profile.
- Director’s, shareholder’s, beneficial owner’s passport and proof of address documents.
- Board of Directors Resolution.
- Business proof, and so on.
3. Completing the Registration Process as a Shopee Local Seller
Below is a breakdown of the process you need to follow to complete the registration process:
- Access Shopee Seller Centre.
- Click ‘Start Selling’.
- Select “Singapore” as your country and sign up.
- Enter your business registration number (UEN) and business name.
- Register your local bank account information.
- Complete product registration and seller profile setup.
Note: Some categories (e.g., health functional foods, electronics) may require additional certification or licensing. Beginning sellers often start with FMCG, fashion, and beauty products.
4. Organizing a Delivery and Logistics Plan
Local sellers typically ship via Shopee’s logistics partners: Shopee Xpress, Ninja Van, J&T, and so on. Alternatively, operate your own fulfillment center (3PL). If shipping from Korea, you would be required to register as a local seller and consider using your own warehouse or Fulfilment by Shopee (FBS SG) instead of Shopee’s Cross Border Logistics (CBL).
5. Understanding Tax and Accounting Obligations
GST registration with a 9% rate would be mandatory if your annual turnover exceeds SGD 1 million. In terms of accounting and reporting, it is compulsory to prepare annual financial statements and to file tax returns. Given that certain product categories require certification or licensing from specific agencies, it is also important to maintain your ongoing business license accordingly.
If you want to actively utilize YouTube Shopping features, securing qualifications as an official local seller in Singapore, rather than simply a global seller, is a crucial first step.
Shopee offers local sellers a variety of preferential benefits, including on-platform promotions, discount subsidies, and top search rankings. As shopping experiences linked to YouTube content proliferate, the competitiveness of local sellers is expected to further strengthen.
Premia TNC supports e-commerce sellers in establishing a Singapore business and managing corporate operations, from incorporation to account opening, accounting, taxation, GST registration, and reporting.
Please contact us for more information or customized consultation.
Premia TNC Singapore Team
Author
Premia TNC Singapore is a dynamic team of experts dedicated to supporting businesses and entrepreneurs as they establish, manage, and grow their presence in Singapore and across the region. Premia TNC Singapore specializes in providing tailored corporate services, from company incorporation and compliance to tax planning and accounting. With our extensive experience and deep understanding of the local regulatory environment, we are here to make business operations smoother and more efficient.
