YouTube just dropped big news: it’s teaming up with Nykaa and Purplle to supercharge its Shopping Affiliate Program. Why now? Shopping-related watch time soared by over 250% year-on-year, and more than 200 million logged-in users in India hunted for shopping videos in the past twelve months. That’s not a blip—it’s a clear signal that viewers want to click, shop, and maybe even splurge, all without leaving the platform.
A Year in the Making
Launched a year ago, this affiliate program was already giving creators a way to earn by tagging products from Flipkart and Amazon. Now, with Nykaa and Purplle onboard, there’s even more variety—think beauty must-haves, everyday essentials, and trending finds. Roughly 40% of eligible Indian creators have signed up, and over 3 million videos now feature affiliate tags. It feels like a mini revolution for video commerce.
Smarter Shopping, Thanks to AI
Ever wish product links popped up right when you see them on screen? YouTube’s on it. An AI-powered system will soon highlight product tags at the exact moment they’re mentioned. Later this year, automatic product identification and tagging could roll out across eligible content—no extra work for creators, just seamless shoppable moments for viewers. Talk about next-level convenience.
Deepening Brand-Creator Bonds
Did you know 85% of Indian viewers find collaborations between brands and creators authentic? YouTube does. So it’s launching a flexible brand segment format—creators can insert or swap sponsored spots as easily as editing a clip. Plus, Shorts creators will be able to drop clickable links that drive direct traffic to brand sites. And for marketers? A new Creator Partnerships Hub inside Google Ads will make discovering and teaming up with creators a breeze, integrating genuine content into big-picture campaigns.
As Gunjan Soni, Managing Director of YouTube India, puts it: “We’re scaling content-driven shopping from a program to a full monetization ecosystem.” If you’re a creator, a brand, or just curious about where video commerce is headed—this is your moment.
What do you think? Will you tag products in your next video or click through a Shorts link? Leave a comment below and follow us on Facebook, Twitter, Pinterest for more affiliate program updates!
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Sources:
- www.blog.google/intl/en-in/products/platforms/fueling-the-next-era-of-creator-led-shopping-experiences-in-india/
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