Shopee Video in 2026: AI Policy, API, and Seller Strategies

What Is Shopee Video?

Shopee Video is a short-form video shopping feature embedded directly into the Shopee ecommerce app. It allows users to watch, share, and purchase products through vertically oriented, snackable video clips, similar to TikTok but fully integrated with Shopee’s product catalog and checkout flow. The feature has its own dedicated tab and landing page, and it serves as a primary discovery engine for buyers and a conversion channel for sellers.

Shopee first launched the video tab in select Southeast Asian markets and has since expanded its functionality. By July 2026, the platform sees millions of daily active users scrolling through product videos, with sellers and affiliates generating content to drive immediate purchases. A dedicated Philippine portal centralizes watch-and-buy activity, offering discounts and coins to incentivize engagement.

How Shopee Video Works for Buyers and Sellers

For buyers, Shopee Video appears as a scrollable feed of product clips. Each video includes a direct “Buy Now” or “Add to Cart” button, plus product tags and discount information. Users can like, comment, and share videos, and the algorithm personalizes the feed based on viewing and purchase history. The platform also runs periodic campaigns that reward users with coins or vouchers for watching and interacting with videos.

For sellers and affiliates, Shopee Video offers a powerful organic and paid reach channel. Anyone with a Shopee account can post videos, but sellers with official stores and affiliates with performance history get priority visibility. Content can range from product demonstrations, unboxings, and tutorials to user-generated testimonials and lifestyle clips. To help manage at scale, Shopee provides a public API that enables bulk upload, automated scheduling, and analytics retrieval.

Shopee Video API: Automating Content Operations

The Shopee Video API is a developer tool that allows sellers and third-party services to programmatically upload videos, attach product tags, update metadata, and pull performance metrics such as views, clicks, and conversion rates. The API was updated in December 2025 and remains active and widely used in 2026.

Key capabilities include:

• Video Upload & Management: Upload single or batch videos, set thumbnails, and assign product links.
• Content Scheduling: Queue videos for future publication to align with campaigns or product launches.
• Analytics & Reporting: Retrieve daily views, engagement rates, and sales attribution per video.
• Affiliate Integration: Allow affiliates to create and track video content linked to their referral codes.

By using the API, large sellers and agencies can automate repetitive tasks, maintain a consistent posting cadence, and optimize content based on real-time data. The API documentation is detailed and includes endpoints for both sandbox testing and production deployment.

The June 2026 AI Policy Update: Mandatory Labeling for AI-Generated Videos

In June 2026, Shopee rolled out a significant policy change regarding AI-generated content on Shopee Video. According to a detailed guide by BigSeller, all sellers and affiliates must clearly label any video that is wholly or partially generated by artificial intelligence. The policy aims to increase transparency and maintain buyer trust as AI video generation tools become more common.

What Counts as AI-Generated UGC?

Shopee defines AI-generated UGC as any video created using AI tools for script writing, voiceover, image generation, video synthesis, or editing. This includes:

• Videos with AI-generated human avatars or deepfake-like elements.
• Clips where the audio narration is AI-synthesized (text-to-speech).
• Content where product images or backgrounds are generated by AI.
• Any video that uses AI to modify the appearance of a real person or product.

Labeling Requirements and Bans

Aspect	Requirement
Labeling	AI-generated videos must include a visible label (e.g., “AI-generated” or “AI-assisted”) within the video or in its description.
Banned Content	Videos that are entirely AI-generated and could deceive buyers (e.g., fake product demonstrations) are prohibited.
Mixed Content	Videos that combine real footage with AI elements (e.g., AI background, human voiceover) must still disclose the AI portion.
Affiliate Compliance	Affiliates posting AI videos are equally responsible for labeling and face penalties for non-compliance.

Non-compliant videos may be removed, and repeated violations can lead to account suspension or loss of affiliate privileges. The policy took effect immediately upon announcement (June 2026), with a short grace period for existing content.

Why the Policy Matters

Shopee’s move mirrors broader industry trends — platforms like TikTok and YouTube have also introduced AI labeling mandates. As AI video tools like Sora, Runway, and Pika become mainstream, the line between authentic user-generated content and synthetic media blurs. By requiring disclosure, Shopee aims to preserve shopper confidence and avoid potential regulatory scrutiny around deceptive advertising.

Real-World Seller Tactics: Free Samples and Viral Promotions

Despite the new AI rules, Shopee Video remains a fertile ground for creative seller promotions. A typical example is a July 2026 post promoting a child’s water bottle with a mist spray feature as a free sample via Shopee Video. The strategy: create a short, engaging video showcasing the product’s unique selling point, include a link to claim the free sample, and encourage sharing to amplify reach.

Such giveaways are effective because they generate immediate views, comments, and shares, which boost the video’s algorithmic ranking. Sellers often pair these with Shopee Coins or voucher incentives, further driving conversion. The key is to align content with trending topics or seasonal demand (e.g., back-to-school, summer cooling products).

How Shopee Video Compares to Other Ecommerce Video Platforms

Shopee Video competes directly with platforms like TikTok Shop and Amazon Live. Its advantage lies in deep integration with Shopee’s existing ecommerce infrastructure — product catalogs, payment, and logistics are all native. Compared to TikTok Shop, Shopee Video has a smaller organic reach ceiling but higher purchase intent because users are already shopping. Amazon Live offers similar live and recorded video, but Shopee Video’s short-form, mobile-first design is more suited to impulse buys.

Conclusion: Adapting to Shopee Video in 2026

Shopee Video has matured into a core feature of the Shopee shopping experience, complete with a developer API, a clear AI content policy, and a vibrant ecosystem of sellers and affiliates. For sellers, success requires a dual focus: production efficiency (via the API and automation tools) and compliance (via transparent AI labeling). Those who adapt quickly — using genuine or properly labeled content — will gain a competitive edge in a feed that rewards authenticity and engagement.

Frequently Asked Questions

Can I post the same video to Shopee Video and TikTok?

Yes, you can cross-post, but ensure the video meets Shopee’s content policies, including the AI labeling requirement. Some platforms have different aspect ratios and length limits.

Do I need to label a video if I only used AI for background music?

No, background music is generally not considered AI-generated UGC, but if the music was composed by an AI tool, Shopee’s policy may require disclosure when the music is a core part of the product demonstration. Check the latest guidelines.

How can I check if my Shopee Video is compliant with the AI labeling rule?

Use the BigSeller guide as a reference. The rule of thumb: if an AI tool created or transformed any visual or audio element beyond minor edits, add a clear “AI-generated” label.

What happens if I don’t label an AI-generated video?

The video may be removed by Shopee’s moderation system. Repeat violations can lead to temporary or permanent account suspension. Affiliates may lose their commission privileges.

Can I use the Shopee Video API to automate AI labeling?

The API currently does not support automatic labeling. You must manually add the disclosure label when uploading or editing the video metadata.

Is Shopee Video available in all countries?

Shopee Video is available in most Shopee markets, including the Philippines, Indonesia, Thailand, Vietnam, Malaysia, Singapore, and Brazil. The feature may vary in prominence and functionality by region.