YouTube is widening its shopping affiliate programme in India by adding more e-commerce platforms. The move comes as creator-led commerce and shopping-related video consumption continue to grow rapidly.
Highlights
- YouTube has expanded its shopping affiliate programme in India.
- The platform is partnering with e-commerce firms including Amazon, Meesho, AJIO, Tata CLiQ and Snapdeal.
- Myntra, Flipkart, Nykaa, Tira, Purplle and Shopsy are already part of YouTube Shopping’s ecosystem.
- YouTube said creator-led commerce exports surged 160% from Q1 CY25 to Q1 CY26.
Mumbai: YouTube has announced an expansion of its shopping affiliate programme in India, strengthening its push into creator-led commerce as more consumers use online video to discover and purchase products.
As part of the expansion, YouTube is partnering with e-commerce companies including Amazon, Meesho, AJIO, Tata CLiQ and Snapdeal. Other platforms such as Myntra, Flipkart, Nykaa, Tira, Purplle and Shopsy are already part of the YouTube Shopping ecosystem.
The platform is also increasing its focus on connecting Indian creators with shopping opportunities as creator-led commerce gains momentum.
According to YouTube, creator-led commerce exports increased 160% between Q1 CY25 and Q1 CY26, outpacing the 100% growth recorded globally during the same period.
Shopping-related content is also attracting more viewers in India. YouTube said shopping-related watch time increased 55% year-on-year.
The platform reportedly saw around 450 million logged-in Indian users search for shopping-related content, highlighting the growing role of videos in product discovery and purchase decisions.
India’s creator economy is also expanding beyond views and subscriptions. YouTube said the country now has more than 20,000 channels with over one million subscribers each.
Gunjan Soni, Managing Director of YouTube India, said creators today are not only making videos but also building modern content studios, communities and networks. In some cases, creators are also developing businesses that allow audiences to discover and buy products online.
The expansion of YouTube Shopping could further integrate content, product discovery and e-commerce, giving creators additional monetisation opportunities while providing online retailers another channel to reach consumers.
