YouTube brings shoppable videos to India, launches shopping partner program for creators

YouTube has launched its Shopping affiliate program in India will allow creators to earn commissions by tagging Flipkart and Myntra products in their videos, the company announced today. The expansion builds on the platform's success, which saw over 30 billion hours of shopping-related content viewed worldwide in 2023.

This is how YouTube's Shopping Partner Program works

The program allows eligible creators to tag products in various formats, including traditional videos, shortsand livestreams, where viewers can shop directly from retailers' websites. Product information is displayed in video descriptions and a dedicated “Product” section, streamlining this Shopping Experience for viewers across mobile, web and connected TV platforms.
“We are opening a new phase of product discovery, driven by the powerful connections between creators and their viewers,” said Travis Katz, general manager and vice president of shopping at YouTube. The initiative complements YouTube's existing monetization options, which include advertising revenue, premium subscriptions and fan-driven features such as channel memberships Great chat.
YouTube says its creator ecosystem in India has seen remarkable growth, with over 110,000 channels crossing the 100,000 subscriber mark in December 2023.
Ravi Iyer, Senior Vice President, Flipkart Group, highlighted the program's potential to enhance customer experience, particularly in Tier 2 and Tier 3 cities, through video-based product discovery. The partnership leverages the existing success of Flipkart and Myntra Video trading Initiatives like Myntra Minis and the Affluencer program.
Creators can participate in the program through a registration process YouTube Studioprovided they meet the eligibility criteria. YouTube plans to expand the program to additional retail partners in the future and further expand its shopping options.