How Filipino MSMEs Use Shopee Affiliates to Reach New Customers

Herah, Hyperbrands, and B Coffee Co. show how product demonstrations and creator partnerships can help smaller businesses connect with shoppers.

For Filipino small businesses, getting a product noticed can be as challenging as developing it. Shopee’s Affiliate Program offers another route to potential customers through creators who demonstrate products, explain their uses, and share them with relevant audiences.

In its latest release, Shopee highlights how Herah, Hyperbrands, and B Coffee Co. use these partnerships differently—from answering practical product questions to showing how an unfamiliar purchase fits into daily life.

Shopee reports that affiliate-driven traffic and sales grew by more than 1.5 times, although the release does not specify the comparison period. The individual brand examples offer a clearer picture of how the approach works.

Herah: Showing What a Product Listing Cannot

For homegrown innerwear brand Herah, a practical demonstration helped communicate something that product photos alone could not.

An affiliate video showed how the brand’s nipple covers could be cleaned using dishwashing liquid. According to the release, the demonstration generated an unexpected increase in sales.

The experience encouraged Herah to identify niche creators and track which content produced results. The brand eventually established an internal team dedicated to creator partnerships.

The lesson from its experience was straightforward: useful demonstrations can help shoppers understand a product beyond its listing.

Hyperbrands: Learning From Creator Content

Hyperbrands, the company behind pet-care brands Dentalight and Moochie, works with affiliates who are often pet owners themselves.

Their content brings products into everyday situations, allowing audiences to see how pets respond to a treat or food product.

The company uses performance data to identify which formats resonate with shoppers and adjust its approach. Some videos exceeded the team’s expectations, reinforcing the value of testing new ideas rather than relying on one familiar format.

B Coffee Co.: Making Home Brewing Easier to Understand

For Filipino-owned B Coffee Co., creator content helps explain the experience of using a coffee machine at home.

Instead of focusing only on specifications, affiliates demonstrate brewing routines and show where the machine fits into a kitchen or work setup.

“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 in the supplied release.

That approach addresses a practical question for shoppers: how would they actually use the product?

Building Connections Beyond Metro Manila

Shopee also connects businesses and creators through KOLLAB events.

According to the company, it held more than 30 KOLLAB events in 2026, connecting over 100 brands with more than 500 creators and affiliates. Editions in Cebu and Davao worked with local creator networks to help businesses find partners with relevant community connections.

Shopee’s programme allows affiliates to share product links through their content, subject to its registration and programme requirements.

For MSMEs, the examples point to a focused approach: find creators whose audiences match the product, make the content useful, and use performance data to guide the next collaboration.

Businesses and interested creators can consult the Shopee Affiliate Program Help Center for current participation requirements and terms.

Add as a preferred
source on GoogleFind this story on GoogleHow Filipino MSMEs Use Shopee Affiliates to Reach New Customersgoogle.com · Opens in a new tab↗