Imagine watching your favourite content creator on YouTube showcasing a stunning dress, a must-have gadget, or a life-changing beauty product, and with just one click, it’s on its way to your doorstep. This seamless shopping experience is finally becoming a reality as YouTube expands its digital shopping space with the launch of the YouTube Shopping affiliate programme in India.
YouTube, owned by Google, has partnered with India’s two largest e-commerce platforms, Flipkart and Myntra, enabling creators to transform videos into interactive shopping experiences.
Through YouTube’s shopping affiliate program, eligible content creators can tag products in their videos and earn commissions when viewers purchase through affiliated e-commerce platforms. This is a game-changer for India’s booming creator economy, where trusted recommendations and visual appeal often drive purchasing decisions.
In May this year, Google strategically invested $350 million in Flipkart as part of a $1 billion funding round led by Walmart.
Shopping on YouTube: A Game-Changing Move!
YouTube’s decision to launch its shopping affiliate program in India is not a spur-of-the-moment move but a strategic response to the growing popularity of video commerce. India is YouTube’s largest market, with 476 million active users in 2024.
Consumers are increasingly turning to video platforms for product recommendations and inspiration, with over 30 billion hours of shopping-related content watched globally in 2023 alone. India is no exception, and a similar trend is being observed in the country as well.
YouTube’s General Manager, Travis Katz, recognises the immense potential of connecting creators, viewers, and brands through video commerce. He believes that India, with its diverse creator base and high mobile video consumption, is the ideal market for this expansion.
The launch of YouTube’s shopping affiliate program in India is a significant step forward for YouTube’s creator economy, which has already generated over Rs 16,000 crore in revenue and created over 7,50,000 jobs in 2022. The program introduces a new revenue stream for creators to complement their existing monetisation options like ad revenue, YouTube Premium, channel memberships, and fan-driven features.
YouTube’s move opens up new possibilities for fashion influencers, tech reviewers, lifestyle creators, and everyone to show, recommend, and benefit from the products they’re passionate about.
For e-commerce platforms like Flipkart and Myntra, the YouTube Shopping affiliate program offers a valuable marketing tool. By collaborating with popular creators, these platforms can reach wider audiences and increase brand awareness.
One of the most exciting aspects of this YouTube shopping affiliate program is the seamless integration with Flipkart and Myntra platforms, letting viewers browse and buy products without leaving the app or interrupting their video experience. This will make it more likely for consumers to complete the purchase as there is no extra effort, such as leaving the current platform to shop on another platform.
By clicking on a tagged product, viewers access real-time visuals, recommendations, and testimonials, creating a richer and more engaging shopping journey guided by creators they trust most. Therefore, this program isn’t just about offering convenience; it’s about creating a truly immersive, interactive shopping experience. Fascinating, isn’t it?
Shopping on YouTube is also exciting news for India’s over 250 million online shoppers, mostly tech-savvy youngsters. For those in smaller cities where social media influencers have a strong impact, this video shopping model closes the gap between local preferences and access to curated products.
Flipkart and Myntra: Leading the Way in Video Commerce
One might wonder why YouTube India chose Flipkart and Myntra as its partners for this new shopping affiliate program instead of any other online platform. They’re not randomly picked. It is worth noting that Walmart-owned these two companies are no strangers to video commerce.
In recent years, Flipkart and Myntra both have championed video-based shopping initiatives like Myntra Minis, Ultimate Glam Clan, and Flipkart’s Affluence program. This background makes them the perfect fit for YouTube’s affiliate program, which only deepens the connection with India’s online shoppers.
With 98% of Flipkart’s creator network made up of micro and nano influencers, the company’s focus is on reaching audiences in personal and genuine ways.
Ravi Iyer, Flipkart’s Senior Vice President of Corporate Development and Strategic Partnerships, emphasized their goal of making shopping more personalized and engaging, covering key categories like fashion, beauty, personal care, and home decor. Video commerce allows consumers to make informed choices with the help of real product demonstrations, building trust in a way that traditional online shopping simply can’t match.
The launch of the YouTube shopping affiliate program in India is a win-win for all – e-commerce platforms, content creators and consumers. It’s time to say goodbye to traditional shopping. So, are you ready to shop straight from your favourite videos?
