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YouTube is expanding its shopping ecosystem in India by adding Amazon, AJIO, Meesho, Snapdeal and Tata CLiQ to its YouTube Shopping affiliate programme, giving creators access
to a wider range of products and retailers.
The expansion comes as creator-led commerce gains momentum in India ahead of the festive shopping season. The new partners will join existing YouTube Shopping participants including Flipkart, Myntra, Nykaa, Purplle, Shopsy and Tira.
Under the affiliate programme, eligible creators can tag products in their videos, Shorts and livestreams. When viewers purchase tagged products through participating retailers, creators can earn commissions.
YouTube said more than 50% of eligible creators in India were enrolled in its Shopping affiliate programme as of May 2026. More than 19 million videos have been tagged with affiliate products, while average affiliate payouts to Indian creators increased by more than 160% year- on-year between Q1 2025 and Q1 2026.
The company is also introducing new AI-powered features aimed at making shopping and creator-brand collaborations easier.
One of the new features, Ask YouTube, allows viewers to ask questions about products while watching videos. The interactive tool can provide information about products and support follow- up questions, including through voice commands on compatible TV experiences.
For creators, YouTube is introducing Ask Studio for Brand Partnerships, which uses generative AI to help creators respond to brand briefs and prepare pitches. The platform is also expanding tools that allow brands to promote creator content and measure campaign performance.
YouTube is further expanding its cross-border shopping capabilities. Product tags can now display localised offers based on where viewers are watching, allowing creators with international audiences to connect viewers with relevant regional retailers and pricing.
The company said shopping-related activity on the platform is also increasing in India. More than 450 million logged-in Indian users searched for shopping-related content on YouTube in June 2026, while shopping-related watch time rose by more than 55% year-on-year in April 2026. With the latest expansion, YouTube is positioning creator content not only as a source of product discovery but also as a direct channel connecting recommendations, retailers, and purchases.
The expansion comes as creator-led commerce gains momentum in India ahead of the festive shopping season. The new partners will join existing YouTube Shopping participants including Flipkart, Myntra, Nykaa, Purplle, Shopsy and Tira.
Under the affiliate programme, eligible creators can tag products in their videos, Shorts and livestreams. When viewers purchase tagged products through participating retailers, creators can earn commissions.
YouTube said more than 50% of eligible creators in India were enrolled in its Shopping affiliate programme as of May 2026. More than 19 million videos have been tagged with affiliate products, while average affiliate payouts to Indian creators increased by more than 160% year- on-year between Q1 2025 and Q1 2026.
The company is also introducing new AI-powered features aimed at making shopping and creator-brand collaborations easier.
One of the new features, Ask YouTube, allows viewers to ask questions about products while watching videos. The interactive tool can provide information about products and support follow- up questions, including through voice commands on compatible TV experiences.
For creators, YouTube is introducing Ask Studio for Brand Partnerships, which uses generative AI to help creators respond to brand briefs and prepare pitches. The platform is also expanding tools that allow brands to promote creator content and measure campaign performance.
YouTube is further expanding its cross-border shopping capabilities. Product tags can now display localised offers based on where viewers are watching, allowing creators with international audiences to connect viewers with relevant regional retailers and pricing.
The company said shopping-related activity on the platform is also increasing in India. More than 450 million logged-in Indian users searched for shopping-related content on YouTube in June 2026, while shopping-related watch time rose by more than 55% year-on-year in April 2026. With the latest expansion, YouTube is positioning creator content not only as a source of product discovery but also as a direct channel connecting recommendations, retailers, and purchases.
