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New partnership between Shopee and Meta brings the Affiliate Program to Instagram and changes the way products are promoted by creators in Brazil
Shopee and Meta announced in July 2026 a new partnership aimed at the Brazilian market.
The initiative brings the Shopee Affiliate Program into Instagram, directly focusing on content creators.
The change allows influencers to connect their accounts and tag Shopee products in Feed posts and Reels videos.
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Before this innovation, promotion mainly depended on bio links, promotional codes, or manual searches within the marketplace.
The new format makes the path between recommendation and purchase more integrated with the content displayed on the social network.
Integration transforms posts and Reels into access points to products
The new integration allows creators to tag products directly in posts.
The user can view item information and proceed to the Shopee page from the content itself.
According to Shopee and Meta, the proposal is to simplify the shopping journey and increase conversion generated by creators.
The feature also makes the experience more fluid, as it reduces steps previously necessary to find the product.
Creators gain a new way to monetize
For content creators, the novelty expands earning possibilities.
Eligible content can generate commission on sales made from product tags.
Instagram also displays an indication when content can yield financial gains.
The commercial relationship between publication, product, and commission becomes more transparent for the user.
Change replaces bio links and search codes
Before the partnership, many creators directed followers to external links.
It was also common to provide codes or guide the audience to manually search for the product on Shopee.
Product tagging brings content closer to the purchase.
Thus, the post ceases to be just a recommendation and starts to function as an access point to the item.
Partnership existed on Facebook before reaching Instagram
According to the companies, the integration between Meta and Shopee already existed on Facebook since 2025.
In 2026, the expansion reached Instagram in selected markets.
Among them are Brazil, countries in Southeast Asia, and Taiwan.
Instagram starts receiving the novelty at a strategic stage of the partnership.
Social commerce gains strength in Brazil
The movement occurs amid the advancement of social commerce, a model that combines content, influence, and purchase within digital platforms.
The novelty also arises in a competitive scenario with competitors like TikTok Shop.
This type of integration shows how social networks have come to play a larger role in purchasing decisions.
The partnership between Shopee and Meta reinforces an important trend in digital retail.
What changes for those who buy on Instagram?
For the consumer, the main change is in convenience.
Products promoted by creators can appear tagged in posts and Reels.
The user can access the item with fewer steps than before.
The purchase remains linked to the product page on Shopee.
The difference is that the path starts within Instagram itself.
New phase of creator commerce
The arrival of Shopee on Instagram marks a new stage for affiliates and influencers.
The integration offers creators a more direct tool to promote products.
Consumers can now find items more integrated with the content they already follow.
According to Shopee, Meta, Meio & Mensagem, Marketing-Interactive, and Tech in Asia, the partnership is part of the expansion of social commerce in strategic markets.
What do you think of this news: does buying Shopee products directly through content on Instagram make life easier for consumers or could it further increase impulse buying? Leave your opinion!
