YouTube has expanded its Shopping feature in India with the launch of an affiliate Programme, allowing eligible creators to tag products in their content from e-commerce platforms Flipkart and Myntra. This development provides creators with a new revenue stream, allowing them to earn from viewer purchases made on retailer sites. The Programme complements YouTube’s existing monetization options, including ad revenue, YouTube Premium, Channel Memberships, Super Thanks, Super Chat, and Super Stickers, thereby expanding monetisation opportunities for creators on the platform.
“The incredible global success of YouTube Shopping, with over 30 billion hours of shopping-related content watched in 2023 alone, demonstrates the power of connecting creators, viewers, and brands in exciting new ways. We’re now bringing this same momentum to India with the launch of the YouTube Shopping affiliate Programme starting with Flipkart and Myntra. We’re unlocking a new phase of product discovery, powered by the strong connections between creators and their viewers. The YouTube Shopping affiliate Programme offers Indian creators a unique opportunity to diversify their revenue streams and deepen their connection with their audiences,” Travis Katz, general manager and vice president, Shopping, YouTube, said.
According to YouTube, the programme rollout begins with Flipkart and Myntra, two major players in India’s e-commerce space. Both companies have a history of engaging with micro and nano creators, using video commerce to attract audiences through initiatives such as Myntra Minis, Ultimate Glam Clan, and Flipkart’s Affluencer Programme.
India’s creator economy has been growing rapidly. As of December 2023, over 110,000 YouTube channels in India have more than 100,000 subscribers. This creator expansion comes at a time when digital commerce is becoming more integrated into consumer habits. The e-Conomy India report forecasts that household consumption in India will double by 2030, with digital platforms increasingly playing a significant role in consumer purchasing. The report also indicates that 65% of Indian consumers trust YouTube creators more than traditional celebrities, which affects purchasing decisions.
“As a homegrown brand, with more than 500 mn registered customers, Flipkart and Myntra understand the evolving and nuanced shopping needs of a diverse customer base. To make shopping engaging and personalized and empower customers to make informed purchase decisions, we have pioneered video commerce on our platforms, covering a variety of categories, including fashion, beauty, personal care, home furnishing and more, with strong engagement with customers across tier 2 and 3 cities. Using the YouTube Shopping Affiliate Programme, we aim to further boost the experience and engagement of customers using Flipkart and Myntra by enabling product discovery through videos by creators on YouTube. The innovative approach to product discovery will strengthen the trust and loyalty of customers as we continue to build on the opportunities that video commerce offers,” Ravi Iyer, senior vice president and head-corporate development and strategic partnerships, Flipkart Group, said.
The affiliate Programme allows creators to tag products in long-form videos, Shorts, and livestreams. These tags will appear in the video description and a separate ‘Product’ section, enabling viewers to click on products and go directly to the retailer’s site for purchases. YouTube reported that this feature offers a seamless purchase experience across various devices, including mobile, web, and Connected TVs. Viewer engagement on Connected TV in India has risen significantly, with YouTube viewership on these devices more than quadrupling over the past three years.
For creators, Shorts provides a high-engagement format, with YouTube in India recording trillions of views. Creators interested in the affiliate programme can register via YouTube Studio, where they gain access to tag products from Flipkart and Myntra in new and existing videos, and pin them during livestreams.
“With Indian consumers increasingly embracing digital platforms, YouTube is evolving to meet those needs by connecting creators, viewers, and brands in seamless and engaging ways. We’re excited by the possibilities that video can unlock to make the shopping journey richer and more engaging. For over 16 years, YouTube has empowered a generation of Indians to find a stage for their passions and convert them into viable ventures. The YouTube Shopping affiliate programme is the next step in this journey, providing creators with another powerful tool to grow their businesses and connect with their audiences,” Ajay Vidyasagar, regional director, APAC, YouTube, said.
Reportedly, the programme is part of YouTube’s ongoing investment in India’s creator economy, aiming to strengthen engagement between creators and audiences by providing direct and convenient product discovery on the platform.