YouTube is expanding its shopping affiliate ecosystem in India, bringing more major e-commerce retailers onto the platform just before the country’s major festive shopping season.
YouTube Shopping in India is entering a broader phase of expansion as the platform adds more major e-commerce companies to its affiliate programme. Amazon and Meesho are joining the network, while Ajio, Tata CLiQ and Snapdeal are also being added to the growing list of merchant partners.
For content creators, the expansion means more products, brands and retailers can potentially be connected directly to videos, Shorts and livestreams. For shoppers, it could make the journey from discovering a product in creator content to finding an online retailer considerably more seamless.
Which E-Commerce Companies Are Joining YouTube Shopping in India?
The expansion adds several prominent Indian and international e-commerce names to YouTube’s shopping ecosystem. Amazon and Meesho are among the new additions, while Ajio, Tata CLiQ and Snapdeal are also becoming merchant partners.
The new retailers join companies that were already participating in YouTube Shopping in India, including Flipkart, Myntra, Shopsy, Nykaa, Purplle and Tira.
This gives eligible creators a wider selection when looking for products to feature in their content. Instead of depending on one retailer, creators can potentially choose products from multiple marketplaces and categories.
How Does YouTube Shopping Work for Creators?
YouTube Shopping allows eligible creators to connect products with their content through product tags. These tags can appear in regular videos, YouTube Shorts and livestreams, giving viewers a direct way to discover products featured or recommended by a creator.
During livestreams, creators can also pin products so that viewers can find them while watching the broadcast. This is particularly relevant to product reviews, shopping guides, beauty content, technology channels, fashion videos and other categories where viewers frequently look for products.
Who Can Use YouTube Shopping?
According to the information provided by YouTube, the programme in India is available to eligible creators in the YouTube Partner Program, with creators starting from 500 subscribers able to participate when they meet the programme’s other requirements.
This creates an affiliate marketing opportunity for creators who have developed a focused audience but may not have the reach of India’s largest channels.
Why Amazon’s Addition Matters
Amazon’s entry represents an important expansion of the YouTube Shopping ecosystem. The integration had already launched in the United States, with availability for creators in India expected to follow.
Amazon’s massive product catalogue could give creators access to a much wider range of products to recommend. Instead of sending viewers through separate links for every product discovery, YouTube’s shopping features are designed to keep product discovery closely connected to creator content.
YouTube Shopping and the Indian Festive Season
The expansion comes ahead of India’s festive shopping period, a particularly important time for e-commerce retailers and digital creators.
Festive shopping generates demand across categories such as smartphones, electronics, fashion, beauty products, home appliances, gifts and personal accessories. YouTube creators can play a role in product discovery because consumers often watch reviews, comparisons, demonstrations and recommendations before purchasing.
By increasing the number of participating merchants, YouTube can potentially offer creators more options when producing shopping-focused content during high-demand periods.
YouTube Shopping’s Growth in India
YouTube says its shopping programme has gained significant participation since launching in India in October 2024.
YouTube also reported that average affiliate earnings for Indian creators increased by more than 160% between the first quarter of 2025 and the first quarter of 2026. The company did not disclose the absolute average payout.
Globally, YouTube reported affiliate earnings growth of 100% over the corresponding period. These figures are company-reported metrics and should therefore be understood as platform-provided data rather than an independent measurement of creator income.
How Large Could Creator Commerce Become in India?
The growth of YouTube Shopping is part of a broader shift toward creator-led commerce. Consumers increasingly use social and video platforms to research products before making purchasing decisions.
A Google and Deloitte estimate cited in the supplied report projects that creator-led commerce in India could reach approximately $25 billion in gross merchandise value by 2030. The same estimate places India’s projected e-commerce market at approximately $250 billion by that time.
If those projections materialize, creator recommendations could become an increasingly important component of online product discovery, particularly for categories where demonstrations, reviews and comparisons influence purchasing decisions.
Local Prices and International Shopping Opportunities
Another development could make YouTube Shopping more useful for audiences spread across different countries. YouTube is updating product tags so that shoppers can potentially see relevant offers from sellers serving their market.
The platform can also display prices in a viewer’s local currency depending on location. This could reduce friction for international audiences who previously had to determine whether a listed product or retailer was available in their country.
| Feature | Potential benefit for creators | Potential benefit for viewers |
|---|---|---|
| Product tagging | Connect products directly with content | Find recommended products more easily |
| More merchant partners | More retailers and products to choose from | More purchasing options |
| Local-market offers | Better relevance for international audiences | Potentially more relevant sellers and deals |
| Local currency pricing | Less friction for international viewers | Easier price comparison |
| Livestream product pins | Highlight products during live content | Discover products while watching |
New AI Tools for YouTube Creators and Brands
YouTube’s latest shopping expansion is accompanied by several tools designed to improve the relationship between creators, brands and advertisers.
Ask Studio for Brand Partnerships
Ask Studio for Brand Partnerships is an AI-powered feature being introduced inside YouTube Studio. The tool is designed to help creators develop pitches for brand partnerships and respond to questions from brands.
Creator Partnerships Boost
Creator Partnerships Boost is designed to simplify the process of allowing brands to use creator content in advertising campaigns. Creators can provide access to a published sponsored video through a single-click code, after which brands can track the campaign and promote the original content as an advertisement.
Affiliate Partnerships Boost
Another feature, Affiliate Partnerships Boost, focuses specifically on videos that already contain product tags. Brands can pay to increase the reach of qualifying creator videos, potentially combining affiliate sales activity with paid distribution.
Nykaa is expected to use the feature as part of its festive-season marketing activity.
Dynamic Brand Segments
YouTube is also testing dynamic brand segments. The feature allows creators to add brand segments to multiple long-form videos simultaneously. These segments can be targeted according to location and may include product shelves and direct calls to action.
Exclusive Affiliate Campaigns
YouTube is planning another affiliate marketing feature called Exclusive Affiliate Campaigns. The system is intended to allow brands to approach creators directly for selected campaigns and potentially offer additional bonuses or higher commission rates.
What YouTube Shopping Means for Affiliate Marketing
Traditional affiliate marketing often requires creators to generate links, place them in descriptions and persuade viewers to leave the platform. YouTube Shopping moves more of the product-discovery experience directly into the video environment.
For creators, this can create a more integrated path between content and commerce. A technology reviewer could tag a laptop or smartphone, a beauty creator could feature skincare products, and a fashion channel could connect individual items with a styling video.
- Product recommendations can be connected directly to video content.
- Creators can potentially work with multiple retailers.
- Livestreams can incorporate pinned shopping products.
- Short-form content can become part of product discovery.
- Brands can use creator content as part of paid campaigns.
- International viewers may receive market-specific shopping information.
What Creators Should Know Before Using YouTube Shopping
The expansion does not mean every creator can automatically promote every product. Eligibility, merchant availability, product eligibility, geographic restrictions, commissions and other programme conditions can vary.
Creators should also pay attention to disclosure requirements when earning commissions from product recommendations. Transparency is important when content includes affiliate relationships or sponsored promotions.
Creators should check the current YouTube Shopping policies and the terms associated with individual merchant programmes before building a campaign around a particular retailer or product.
The Bigger Picture for YouTube Shopping in India
YouTube’s expansion brings more retailers, products and commerce tools into a single creator-focused ecosystem. With Amazon, Meesho, Ajio, Tata CLiQ and Snapdeal joining existing partners, Indian creators have a broader catalogue from which to build shopping content.
Combined with AI-powered creator tools, paid amplification features and market-specific shopping experiences, the changes show how video platforms are increasingly connecting content creation with e-commerce.
Frequently Asked Questions About YouTube Shopping India
YouTube Shopping is a commerce feature that allows eligible creators to tag products in videos, Shorts and livestreams, helping viewers discover products associated with creator content.
Yes. Amazon is being added to YouTube Shopping’s merchant ecosystem in India following the launch of its integration in the United States.
The expansion includes Meesho, Ajio, Tata CLiQ and Snapdeal. They join existing participating retailers such as Flipkart, Myntra, Shopsy, Nykaa, Purplle and Tira.
Eligible creators participating in affiliate programmes can earn commissions when qualifying purchases are attributed to their product recommendations. Actual commission rates and eligibility depend on the relevant programme and merchant.
YouTube Shopping supports product tagging in eligible videos and Shorts, subject to the programme’s requirements and product availability.
YouTube Shopping arrived in India in October 2024, according to the information provided for this report.
Editorial note: Figures and programme details in this article are based on the information supplied in the source material and statements attributed to YouTube and its partners. Affiliate availability, eligibility, commissions and merchant participation can change over time.
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