YouTube today announced a significant milestone for its YouTube Shopping affiliate program in India, expanding the global partnership with Amazon to India, alongside welcoming new partners, AJIO, Meesho, Snapdeal and Tata CLiQ, which will roll out soon. Together with existing partners Flipkart, Myntra, Nykaa, Purplle, Shopsy and Tira, the expansion creates India’s most comprehensive commerce catalog in one place, unlocking an unprecedented breadth of choice for both creators and consumers. Viewers can now discover and make purchase decisions across value marketplaces, major retailers, and specialized beauty brands.

Over the past two years, collaborative momentum with these retail leaders has turned YouTube into a trusted engine for product discovery and purchase decisions: over 450 million logged-in users in India search for shopping-related content1 and Indian shopping-related watch time is up 55% year-over-year2. This milestone arrives alongside strong economic momentum for Indian creators. Average creator payouts in India grew more than 160% year over year from Q1 2025 to Q1 20263. Over 50% of eligible Indian creators are now enrolled in the program4, clocking a growth of 200% year over year and tagging over 19 million videos 5.

Gunjan Soni, Managing Director – India, YouTube, said, "We’ve crossed an incredible milestone where trusted creator voices, a comprehensive retail catalog, and AI meet at a massive scale. With this expansion in retail partners we are meeting the 450 million+ Indians searching for products on YouTube, with India’s most comprehensive digital storefront in the country. With our creators seeing life-changing revenue, and our merchant partners and brands seeing measurable impact, we’re building a thriving economy where creativity directly leads to commerce."

Nidhi Thakkar, Head of Social Commerce - Emerging Countries, Amazon, said, “Shoppers are increasingly turning to creator content to discover and evaluate products they love. Our partnership with YouTube makes this journey more seamless, enabling customers to move from a creator’s recommendation to a confident purchase on Amazon in just a few taps. For creators, the integration also opens new opportunities to turn their influence into meaningful commerce outcomes. At Amazon, we are focused on making it easier for customers to shop with ease, helping creators build sustainable businesses, and strengthening the connection between inspiration and purchase.”

Arpan Biswas, Marketing Head, Reliance AJIO, said, "Content and commerce are converging faster than ever, and creators are at the center of it. By joining the YouTube Shopping program, AJIO is investing in shoppable, creator-led experiences that make fashion discovery effortless for millions of young shoppers across the country. We see this as a meaningful part of how we grow the brand this festive season and beyond."

Nikita Dawda, General Manager, Content Commerce, Meesho, said, “For creators, the opportunity with YouTube Shopping is significant. It brings together YouTube’s reach and Meesho’s wide and affordable selection, giving creators more products to build content around and a stronger opportunity to translate their influence into earnings. With the potential to double their earnings through the partnership, creators can benefit directly from the commerce their content generates. At the same time, consumers get a more seamless journey from discovering a product through a creator they follow to purchasing it on Meesho, while sellers gain another avenue to reach relevant audiences through content. By bringing together creators, consumers and sellers at scale, we believe this partnership can further accelerate Content Commerce in India.”

Achint Setia, CEO, Snapdeal, said, "Creators have become one of the most powerful drivers of product discovery in India today. At Snapdeal, we've been working closely with thousands of creators to help GenZ shoppers discover value fashion and lifestyle products they love. Our partnership with YouTube Shopping takes this further by making the journey from discovery to purchase far more seamless. It creates exciting new opportunities for creators to monetize their influence, for sellers to reach highly engaged audiences, and for shoppers across Bharat to discover great products with just a few taps."

Gopal Asthana, CEO, Tata CLiQ, said, “At Tata CLiQ, our focus has always been on curating authentic, premium fashion and lifestyle brands for Indian consumers. Joining the YouTube Shopping affiliate program allows us to integrate our catalog into rich, contextual storytelling, where consumers can find inspiration. This enables them to move seamlessly from discovering a curated look on video to exploring and shopping for it on Tata CLiQ, without friction. We are excited to unlock this new channel of growth.”

Prakash Subramanian - Head of Growth Marketing, Tira, said, "YouTube has been a critical partner in unlocking creator commerce for Tira. The program unlocked deeper integration within the existing creator ecosystem, unlocking both content volume and revenue from the said activations. The partnership has yielded great results, with creator engagement growing by 2x, welcoming thousands of new shoppers to Tira every day."

Aditya Mujumdar, Director, Brand Management, Purplle, said, "YouTube Shopping has become a real commerce channel for Purplle, not an experiment. In under a year, creator-tagged videos have driven close to a quarter of a million orders on Purplle, and the number of creators earning from us every month has grown by two-thirds. What makes it work is the data: every order traces back to the creator and the exact video that drove it, refreshed daily, which lets us reward creators for outcomes rather than reach. Nearly 3,000 creators have earned a commission on Purplle products, most with under a million subscribers, and the biggest earners speak to their audiences in Telugu, Tamil and Odia. That’s the creator economy working exactly as it should."

New AI tools and features that work for creators, viewers, and brands YouTube also introduced new features to help viewers research products and help creators grow their businesses.

● We’re launching new capabilities to Ask YouTube to make viewers’ shopping journeys easier. With Ask YouTube viewers can ask questions and follow-ups as needed through an interactive experience, whether you’re on the go or with voice commands while watching on TV. When watching a video that interests them, viewers can ask questions - such as about specs - about the product directly on the video’s watch page.

● We're updating how tags show up across borders, for those with a global audience. We’ll now show a link that adapts tagged products to domestic deals from regional retailers in local currencies based on where the viewer is located. This ensures Indian creators earn commissions seamlessly from their international audiences.
● With the recently launched YouTube Affiliate Partnerships Boost, brands can seamlessly amplify organic creator affiliate content across paid campaigns, while providing creators with expanded reach and new monetization opportunities. Ahead of the peak shopping rush, Nykaa will leverage the feature to scale authentic creator influence and drive incremental festive sales.
● Ask Studio for Brand Partnerships, rolling out soon, will use generative AI inside YouTube Studio to help creators pitch campaigns and respond quickly to brand briefs.
● Through Creator Partnerships Boost, we are making it simpler for creators to get their channels in front of top advertisers. Soon, once a branded video is published, creators can share partner access via a one-click code, making it easy for brands to evaluate campaign performance and put paid media behind the creator’s organic content.
● We are continuing to test and evolve dynamic brand segments, so creators can seamlessly insert segments into up to 20 long-form videos simultaneously, target by region, and drive engagement with a built-in shelf featuring a direct call-to-action button.
● Exclusive Affiliate Campaigns allows brands to invite creators directly into high-priority campaigns with bonus incentives and higher commission rates, and will roll out in India next year.

This local growth reflects global momentum. Across YouTube, globally, shopping-related watch time topped 40 billion hours in 2025, and gross merchandise value (GMV) grew 13X over two years.