YouTube has announced a major expansion of its Shopping feature in India, introducing the YouTube Shopping Affiliate Program. This initiative brings new ways for creators to diversify their revenue streams and for viewers to conveniently discover products from their favorite creators. In its initial rollout, YouTube will partner with prominent e-commerce platforms Flipkart and online fashion retailer Myntra.
This new affiliate program allows eligible creators to tag products directly in their videos, earning revenue when viewers make purchases on Flipkart or Myntra. This move aligns with YouTube's existing features that allow creators to promote their own merchandise by linking online stores to their channels.
With the addition of the YouTube Shopping affiliate program, creators now have an expanded suite of monetization options, including Ads revenue, YouTube Premium, and various fan-driven features such as Channel Memberships, Super Thanks, Super Chat, and Super Stickers. These tools collectively provide Indian creators with a comprehensive platform to enhance their earning potential.
Travis Katz, General Manager and Vice President of Shopping at YouTube, commented on YouTube Shopping’s significant impact worldwide, noting, "With over 30 billion hours of shopping-related content watched in 2023 alone, we’re now bringing this same momentum to India with the launch of the YouTube Shopping affiliate program 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 program offers Indian creators a unique opportunity to diversify their revenue streams and deepen their connection with their audiences.”
India’s digital video landscape is evolving, with platforms like Flipkart and Myntra already engaging in video-driven commerce. Flipkart has launched initiatives such as the Affluencer Program, while Myntra has introduced video-based shopping experiences like Myntra Minis and Ultimate Glam Clan.
Ravi Iyer, Senior Vice President and Head of Corporate Development and Strategic Partnerships at Flipkart Group, emphasized the importance of these partnerships in enhancing customer engagement: “With more than 500 million registered customers, Flipkart and Myntra understand the evolving and nuanced shopping needs of a diverse customer base. Using the YouTube Shopping Affiliate Program, 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,” said Iyer.
As detailed in the ‘e-Conomy India’ report, India's digital boom is expected to drive household consumption, potentially doubling by 2030. This rapid growth signals an even greater integration of digital commerce into daily life for Indian consumers. Viewers are increasingly turning to digital video for entertainment, information, and inspiration, and YouTube’s wide creator ecosystem is helping connect communities with engaging content and new products.
In recent years, YouTube has heavily invested in the creator economy, making it one of the most robust ecosystems globally. Its unique revenue-sharing model has empowered creators, leading to over 110,000 channels in India with more than 100,000 subscribers as of December 2023.
Notably, 65% of Indian consumers report greater trust in YouTube creators over traditional celebrities, as the ‘e-Conomy India’ report indicates, due to the authentic and relatable connections creators foster with their audiences. Ajay Vidyasagar, Regional Director for APAC at YouTube, added, “We’re excited by the possibilities that video can unlock to make the shopping journey richer and more engaging.”
YouTube’s expansion into the Indian shopping ecosystem with the Shopping Affiliate Program marks a significant shift in how digital commerce and content creation converge in one of the world’s largest online markets. By partnering with major e-commerce players Flipkart and Myntra, YouTube is empowering creators to diversify their income while providing a dynamic platform for product discovery.
This integration of video-driven commerce allows Indian consumers to engage with products in more personalized ways, fostering trust and deepening the relationship between creators and their audiences. As digital consumption in India continues to grow, YouTube’s investments in the creator economy underscore its commitment to shaping the future of e-commerce and enhancing the reach of Indian creators in an increasingly digital world.