YouTube Shopping expands in India, collaborates with Flipkart and Myntra

The video platform said the global success of YouTube Shopping, with over 30 billion hours of shopping-related content watched in 2023, shows the power of connecting creators, viewers, and brands

YouTube on Friday expanded a shopping programme to enable creators in India diversify earnings by allowing viewers to discover products on their videos and channels.

 

The programme will roll out starting with e-commerce firm Flipkart and online fashion retailer Myntra, said the video hosting company. The YouTube Shopping affiliate programme allows eligible creators to tag products in their videos and earn revenue when viewers purchase them on retailers’ websites.

 

The expansion complements YouTube Shopping, a feature that allows creators to promote merchandise by linking their stores to their channels on the platform. The YouTube Shopping affiliate programme builds on existing monetisation options like Ads revenue, YouTube Premium, and other fan-fueled features like Channel Memberships, Super Thanks, Super Chat and Super Stickers, providing a comprehensive suite of tools for creators to thrive on the platform.

 

 

Travis Katz, general manager and vice-president, shopping at YouTube, said more 30 billion hours of shopping-related content was watched on YouTube Shopping in 2023 and the number demonstrates the power of connecting creators, viewers, and brands.

 

“We’re now bringing this same momentum to India with the launch of the YouTube Shopping affiliate programme starting with Flipkart and Myntra,” said Katz. “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.”

 

“Using the YouTube Shopping Affiliate programme, 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 Ravi Iyer, senior vice-president and head-corporate development and strategic partnerships, Flipkart Group.

 

“We’re excited by the possibilities that video can unlock to make the shopping journey richer and more engaging,” said Ajay Vidyasagar, regional director, APAC, YouTube.

 

YouTube said its investment in a creator ecosystem, with its revenue-sharing model, has fuelled the rise of a “vibrant” creator economy. There are more than 110,000 channels in India, having over 100,000 subscribers (as in December 2023). More than 65 per cent of consumers in India trust YouTube creators more than traditional celebrities, according to the ‘e-Conomy India’ report.