What are KOL and Shopee? How to register and earn money with the Shopee and KOL Program in 2026.
How to register for Shopee and KOL, Commission Rates, and techniques for creating content that actually sells on Shopee.
If you've ever bought something on Shopee and encountered a live product stream, or clicked a link from TikTok and been redirected to Shopee — that's the work of KOL.
KOL Shopee KOL and Shopee are growing rapidly in Thailand, both as a new career for content creators and as a sales channel for brands. This article explains from the beginning what KOL and Shopee are, how to apply, and how you can actually make money.
What are KOL and Shopee?
KOL and Shopee are... Content creators or influencers who collaborate with Shopee through the Shopee Affiliate Program or the Shopee KOL Program promote products on the Shopee platform in exchange for a commission on generated sales.
Unlike typical Influencer Marketing, KOL and Shopee are not paid per post — but receive… Commission % from actual sales. Every time someone buys a product through their own link.
KOL vs Shopee: Affiliate Marketing vs Direct Sales — What are the Differences?
| type | Income comes from... | Stock is required | Suitable for |
|---|---|---|---|
| KOL Shopee | Commission from sales through the link. | do not need | Creator / Influencer |
| Shopee Affiliate | Commission % from Affiliate Link | do not need | Blogger, website, social media |
| Selling directly (Shopee Seller) | Profit from sale | Must have | Brand, Manufacturer, Reseller |
KOL, Shopee, and Shopee Affiliate work similarly, but KOL and Shopee typically refer to creators who have a following on social media and create promotional content, while affiliate marketing might simply involve a link on a website without needing an audience.
How to apply for the Shopee KOL / Shopee Affiliate Program
Channel 1 — Shopee Affiliate via the Shopee app.
- Open the Shopee app → Tap “Me” → Scroll to find “Shopee Affiliate”.”
- Click “Apply Now” and fill in your Social Media and Follower Count information.
- Please wait for Shopee to be approved (usually 1–3 days).
- Once approved, you can create affiliate links for any product on Shopee.
Channel 2 — Shopee Live Creator
Creators who wish to use Live Commerce on Shopee must apply separately as a Shopee Live Creator:
- Open the Shopee app → Press Live → “Apply to be a Live Creator”
- You must have at least 100 followers on Shopee.
- Completed the Shopee training video (approximately 30 minutes).
- Go ahead and press the Live button, and receive commissions from products sold during the live stream.
Channel 3 — Being contacted directly by the brand.
Creators with followers on TikTok, Instagram, or YouTube are often contacted directly via DM by Shopee brands to create affiliate links or sponsored posts that link to products on Shopee.
Commission Rate of Shopee Affiliate / KOL Program
Commission depends on the product category:
| Product Category | Commission Rate (approximate) |
|---|---|
| Fashion / Clothing | 3–5% |
| Beauty / Cosmetics | 5–8% |
| Health / Supplements | 5–10% |
| electronics | 1–2% |
| Home and kitchen | 3–6% |
| Mother and baby products | 4–7% |
Commission rates can vary according to the Shopee policy and campaign periods, such as 11.11 or 12.12, which often offer higher commission boosts than usual.
How to create content that actually sells, as a KOL or Shopee.
TikTok + Shopee — The most effective combination.
TikTok is the platform that KOL and Shopee have found to be most effective in Thailand because TikTok's algorithm pushes product review videos to people who don't follow them, increasing reach without needing a large follower count beforehand.
The most working format:
- Unboxing + First Impression (30–60 seconds)
- “"How was it after you bought and tried it?" Before/After
- “"Great deal at XXX baht from Shopee"”
- Live product review with direct purchase link.
Instagram Reels + Story
Ideal for visually appealing products such as beauty, fashion, and home decor. Use Link Stickers on your Story to link directly to products on Shopee.
YouTube Review
This is suitable for high-priced products that require detailed descriptions, such as electronic devices and home appliances. Place the affiliate link in the description of every product mentioned in the video.
What are the differences between KOL, Shopee, and Influencer Marketing (branded versions)?
| Issue | KOL Shopee (Affiliate) | Influencer Marketing (Sponsored) |
|---|---|---|
| income | Commission % from sales | Payment per post / campaign |
| Risk | Creators take the risk; if they can't sell, they don't get paid. | The brand takes the risk and pays in advance. |
| Suitable for the brand | High-volume products have easy conversion rates. | Build brand awareness, launch a new product. |
| Suitable for Creators | There is an audience that actually makes purchases based on recommendations. | I want a stable income that isn't dependent on sales figures. |
Many brands use it Both types work together — Hire Macro Influencers to build awareness + Use KOL and Shopee affiliate programs to drive conversions.
In summary — How do we start with KOL and Shopee?
If you're a creator with an audience on social media, even if it's not very large yet:
- Register for Shopee Affiliate through the app.
- Choose a niche product that you truly know about and that your audience is likely to be interested in.
- Create content that provides factual information, not just "buy it now."“
- Place the link in every caption, story, and description.
- Track results monthly, select the product that converts the most, and focus on creating content for that product.
For brands looking to use KOL and Shopee to promote their products, and need assistance planning their KOL strategy and affiliate campaign → Contact HelloAds
Read more:
→ What is a KOL? How is it different from an influencer?
→ Rate Card: Influencer Hiring Prices 2026
Frequently Asked Questions (FAQ)
What are KOL and Shopee?
Shopee KOLs are Content Creators or Influencers who promote products on Shopee through affiliate programs or live commerce, earning a commission percentage of actual sales without needing to stock inventory themselves.
How many followers do I need to register for the Shopee Affiliate program?
Shopee Affiliate doesn't have a fixed minimum follower requirement, but creators with active social media accounts tend to get approved more easily. For Shopee Live Creators, you need at least 100 followers on Shopee.
How much revenue do KOL and Shopee generate per month?
Depending on follower count, engagement rate, and product niche, micro-creators focusing on Shopee Affiliate marketing may earn 5,000–30,000 THB/month, while macro-creators who consistently conduct live sales can earn hundreds of thousands of THB.
What are the differences between the Shopee and KOL Programs and the Shopee Affiliate program?
In practice, both use the same system — affiliate links that track sales — but the “KOL Program” usually refers to creators who have been approached directly by Shopee or the brand, and may receive a higher commission rate or bonus than regular applicants.
