YouTube has expanded its shopping affiliate program in India with the addition of two new merchant partners – Nykaa and Purplle . The YouTube Shopping affiliate program, launched in 2023, allows creators to tag products in their videos, helping viewers discover and purchase items directly on the platform. According to YouTube, more than 40% of eligible creators in India are already enrolled, and over three million videos have been tagged with affiliate products since the launch.
Creators enrolled in the affiliate program will now be able to feature products from Nykaa and Purplle platforms in addition to existing partners such as Flipkart and Myntra . YouTube said this broader selection will give both creators and audiences access to a wider range of products.
YouTube says that India is a key market for YouTube Shopping. The platform said shopping-related watch time in the country has grown by more than 250% year-on-year, and over 200 million logged-in users searched for shopping-related content.
With the inclusion of Nykaa and Purplle, YouTube plans to launch programs that support beauty and lifestyle creators by connecting them with brands and expanding opportunities in the growing social commerce space.
To make shopping more seamless, YouTube is also introducing new technology features. These include an AI-powered system that can automatically display product tags at the moment items are mentioned in a video. Later this year, YouTube will begin testing automatic detection and tagging of eligible products across videos. Other features, such as product stickers on Shorts, timestamp-based tags, and a Chrome extension for saving products to videos, have already been rolled out.
In parallel, YouTube is expanding tools to improve collaboration between creators and advertisers. New features will allow creators to insert flexible brand segments in videos, add direct links in Shorts for sponsorships, and connect with advertisers through a Creator Partnerships Hub inside Google Ads .
By expanding its affiliate program, onboarding new merchants, and strengthening brand partnerships, YouTube is seeking to position itself as a key platform for video-led shopping in India.
Creators enrolled in the affiliate program will now be able to feature products from Nykaa and Purplle platforms in addition to existing partners such as Flipkart and Myntra . YouTube said this broader selection will give both creators and audiences access to a wider range of products.
YouTube says that India is a key market for YouTube Shopping. The platform said shopping-related watch time in the country has grown by more than 250% year-on-year, and over 200 million logged-in users searched for shopping-related content.
With the inclusion of Nykaa and Purplle, YouTube plans to launch programs that support beauty and lifestyle creators by connecting them with brands and expanding opportunities in the growing social commerce space.
To make shopping more seamless, YouTube is also introducing new technology features. These include an AI-powered system that can automatically display product tags at the moment items are mentioned in a video. Later this year, YouTube will begin testing automatic detection and tagging of eligible products across videos. Other features, such as product stickers on Shorts, timestamp-based tags, and a Chrome extension for saving products to videos, have already been rolled out.
In parallel, YouTube is expanding tools to improve collaboration between creators and advertisers. New features will allow creators to insert flexible brand segments in videos, add direct links in Shorts for sponsorships, and connect with advertisers through a Creator Partnerships Hub inside Google Ads .
By expanding its affiliate program, onboarding new merchants, and strengthening brand partnerships, YouTube is seeking to position itself as a key platform for video-led shopping in India.
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