Helping Indian creators build thriving businesses on YouTube Shopping

Shopping on YouTube starts with trust. When viewers in India research a new purchase, they turn to creators for honest, real-world advice rather than flat product listings.

Today, that trust is fueling real economic momentum. Average affiliate payouts to Indian creators surged more than 160% year-over-year ¹ . Over half of all eligible Indian creators are now enrolled in YouTube Shopping ² , with active participants jumping 200% ³ and tagging over 19 million videos ⁴ .

To help creators grow their earnings even further, we are expanding our retail partnerships and introducing new AI tools to make shopping on YouTube simpler than ever.

A comprehensive commerce catalog

We are expanding our partnership with Amazon to India, alongside welcoming new partners, AJIO, Meesho, Snapdeal and Tata CLiQ to the YouTube Shopping affiliate program, which will roll out soon, joining Flipkart, Myntra, Nykaa, Purplle, Shopsy and Tira.

This creates India's most comprehensive commerce catalog. Whether a creator is sharing budget fashion finds, unboxing the latest flagship phone, or reviewing skincare essentials, they can now tag products from value marketplaces, major retailers, and specialty beauty brands in one place. Viewers can discover and buy directly from their favorite stores without leaving the video.

New tools and features that work for creators, viewers, and brands

We are also rolling out assistive tools to help viewers shop with confidence and help creators scale their businesses:

• Ask YouTube for Shopping: We’re launching new capabilities to Ask YouTube to make viewers’ shopping journey easier. With Ask YouTube you can ask questions and follow-up as needed through an interactive experience, whether you’re on the go or with voice commands while watching on TV. When watching a video that interests them, viewers can ask questions - such as about specs - about the product directly on the video’s watch page.

• We’re introducing a suite of new tools designed to support creators with opening up new frontiers for sustainable business growth. We're making brand partnerships easier to navigate from start to finish. YouTube Creator Partnerships helps creators get noticed by brands, while Ask Studio will soon make it easy to craft tailored responses to briefs, build proactive pitch materials, and land deals faster. Creators don’t have to wait for a brand deal to start earning either, because the products they recommend can earn them money through YouTube Shopping. And for anyone with a global audience, product tags now automatically update to show localized offers based on exactly where viewers are watching from. Learn more about how we’re helping creator businesses here.

• With the recently launched YouTube Affiliate Partnerships Boost, brands can seamlessly amplify organic creator affiliate content across paid campaigns, while providing creators with expanded reach and new monetization opportunities. Ahead of the peak shopping rush, Nykaa will leverage the feature to scale authentic creator influence and drive incremental festive sales.

Powering Creator Economy 2.0

With over 450 million logged-in users in India searching for shopping content ⁵ and shopping watch time up 55% year-over-year ⁶ , YouTube has become the primary destination for purchase decisions.

Affiliate shopping has evolved into a foundational business model for Indian digital entrepreneurs. By pairing trusted creator voices with India’s deepest retail catalog and helpful AI, we’re building a thriving economy where creativity directly leads to commerce.