YouTube is expanding its creator-led commerce business in India as the platform looks to strengthen the connection between video content, product discovery and online shopping. The latest move brings several major marketplaces and retailers into its Shopping affiliate ecosystem, giving creators more products to recommend and monetise through their content.
The new merchant partners include Amazon, Meesho, AJIO, Tata CLiQ and Snapdeal. They join existing partners such as Flipkart, Myntra, Shopsy, Nykaa, Purplle and Tira, significantly widening the range of products available through YouTube Shopping.
Expanding the Creator Shopping Ecosystem
YouTube Shopping allows eligible creators to tag products in videos, Shorts and livestreams. When viewers purchase products through those links, creators can earn affiliate commissions.
The expansion comes as creators increasingly influence how consumers discover and evaluate products. Instead of relying solely on traditional advertising and sponsorships, creators can use product recommendations as another source of monetisation.
YouTube has said that more than 50% of eligible Indian creators are enrolled in its Shopping affiliate programme. Products have also been tagged across more than 19 million videos, highlighting the growing role of shopping-related content on the platform. The company reported that average affiliate payouts for Indian creators increased by more than 160% year-on-year between Q1 2025 and Q1 2026.
Amazon Joins the India Shopping Push
The addition of Amazon is particularly significant for YouTube's India strategy. The partnership expands the range of products creators can recommend while giving Amazon another channel through which consumers can discover products.
YouTube is also working to make its shopping ecosystem more relevant for creators with audiences across different countries. Product tags can provide viewers with locally relevant offers based on their location and currency, potentially helping creators monetise audiences beyond their home market.
This could become increasingly important as Indian creators build substantial international audiences across technology, beauty, fashion, lifestyle and other categories.
AI Comes Into the Shopping Experience
The expansion of YouTube Shopping is also being supported by new AI capabilities. YouTube is introducing tools designed to help viewers discover more information about products while watching content. Its AI-powered shopping experience allows users to ask questions about products and continue the interaction through follow-up queries.
For creators, YouTube is also developing AI-based tools that can simplify brand partnerships and commercial opportunities. Ask Studio for Brand Partnerships, for example, is designed to help creators respond to brand briefs and develop pitches more efficiently. The platform is also expanding tools that allow brands to amplify creator content in advertising campaigns when products are already tagged.
India Becomes a Key Creator-Commerce Market
The expansion comes as shopping-related activity on YouTube continues to grow in India. YouTube said more than 450 million logged-in users in India searched for shopping-related content, while shopping-related watch time increased by 55% year-on-year.
The broader creator economy is also becoming an increasingly important part of India's digital commerce market. A Google-Deloitte report has estimated that creator-led commerce could generate around $25 billion in gross merchandise value in India by 2030.
With Amazon, Meesho and other major retailers now joining its Shopping ecosystem, YouTube is positioning creators as an important link between brands and consumers.
The strategy effectively brings content creation, product discovery, affiliate marketing and e-commerce closer together, potentially making YouTube an increasingly important channel for brands looking to reach India's digitally engaged consumers.
𝐒𝐭𝐚𝐲 𝐢𝐧𝐟𝐨𝐫𝐦𝐞𝐝 𝐰𝐢𝐭𝐡 𝐨𝐮𝐫 𝐥𝐚𝐭𝐞𝐬𝐭 𝐮𝐩𝐝𝐚𝐭𝐞𝐬 𝐛𝐲 𝐣𝐨𝐢𝐧𝐢𝐧𝐠 𝐭𝐡𝐞 WhatsApp Channel now! 👈📲
𝑭𝒐𝒍𝒍𝒐𝒘 𝑶𝒖𝒓 𝑺𝒐𝒄𝒊𝒂𝒍 𝑴𝒆𝒅𝒊𝒂 𝑷𝒂𝒈𝒆𝐬 👉 Facebook, LinkedIn, Twitter, Instagram