Vidio partners with Shopee to launch ‘Vidio Shopping’, integrating shoppable content into streaming

Indonesia – Indonesian OTT platform Vidio has teamed up with Shopee to launch Vidio Shopping, featuring ‘Vidio Affiliate Shopping Ads’—making it the first OTT platform in Indonesia to integrate affiliate e-commerce directly into its programming.

The new feature, powered by Shopee, allows viewers to purchase products directly from the screen they’re watching.

The initiative is designed to offer a contextual and seamless shopping experience, enabling users to instantly buy products relevant to the content they are viewing. It also highlights Vidio’s broader push to support businesses and strengthen its position in Indonesia’s evolving digital ecosystem.

Starting today, Vidio users can discover product offers integrated into select content, including marquee titles such as the Premier League, Asmara Gen Z, and various Vidio Original Series. Products—such as beauty items—can be viewed and purchased through Shopee without exiting the stream.

Mutia Nandika, chief revenue officer at PT Surya Citra Media, Tbk., said, “For Vidio, this is the next evolution of digital advertising. We are committed to delivering solutions that let brands integrate naturally into content—so they can reach audiences at the most meaningful moments while they enjoy their favourite shows.” 

“We are excited to partner with Shopee—Indonesia and Southeast Asia’s leading e‑commerce platform—through Vidio Shopping, which expands our synergy,” Mutia added.

This launch marks an early step toward more personalised and context-driven shopping features, with future updates expected to align product recommendations with users’ interests and viewing habits. 

According to Vidio, by combining entertainment with e-commerce, it aims to open up a “powerful new path to naturally and relevantly convert viewers into buyers.” 

Monica Vionna, senior director of marketing growth at Shopee Indonesia, commented, “Shopee is pleased to collaborate on Vidio’s innovative program, which smartly turns the most engaging moments in a show into a relevant and seamless shopping experience. We believe this collaboration can help sellers on our platform connect with even more prospective buyers through Vidio’s compelling content. Going forward, it will drive growth and sales uplift for MSMEs and local brands.”

Currently in its trial phase, Vidio Shopping has onboarded 15 participating brands, including Wondermist, FFAR, Majika, Wardah, Emina, Kahf, Make Over, Samsung, Somethinc, Amaterasun, Hint, Nivea, Eiger, Colorbox, and The Executives.

The trial officially began on 25 July 2025. Viewers can access tagged products via an on-screen banner or cart icon, which links to an external Shopee page for quick checkout—aligning with shifting consumer habits in digital media consumption and online shopping.

Louis Boswell, chief executive officer at Asia Video Industry Association (AVIA), said, “We applaud Vidio for pioneering a new frontier where premium local OTT content meets regional e‑commerce at scale. This collaboration with Shopee shows how Southeast Asia can lead with its playbook—innovating beyond imported models to create real value for audiences, brands, and the wider ecosystem.”