YouTube partners Flipkart, Myntra to expand Shopping affiliate programme in India

Google's video streaming platform YouTube on Friday (October 25) announced the launch of the YouTube Shopping affiliate programme in India.

This initiative allows creators to directly market their brand-sponsored products to followers. The latter can make the purchase from the YouTube app.

For every product sold via tagging on YouTube, the creator will get the commission from official partner e-commerce platforms -- Flipkart and Myntra.

“The incredible global success of YouTube Shopping, with over 30 billion hours of shopping-related content watched in 2023 alone, demonstrates the power of connecting creators, viewers, and brands in exciting new ways. We’re now bringing this same momentum to India with the launch of the YouTube Shopping affiliate program starting with Flipkart and Myntra," said Travis Katz, General Manager and Vice President, Shopping, YouTube.

YouTube Shopping affiliate programme builds on YouTube's existing monetisation options such as Ads revenue, YouTube Premium, Brand Connect, and other fan-based features -- Channel Memberships, Super Thanks, Super Chat and Super Stickers.

"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," Katz noted.

Who is eligible to apply for the YouTube Shopping affiliate programme?

Creators with more than 10,000 followers are eligible to market products on YouTube and claim commission from e-commerce platforms.

Creators who meet the eligibility criteria can join the programme by completing a Google registration form (here).

Once registered, YouTube will offer creators access to tag products from Flipkart and Myntra in their content.

The followers can view the full list of tagged products and information about each product in the description section and ‘Product’ section of the video.

Upon clicking on a product name, viewers will be taken directly to a product listing page on the retailer’s site to complete their purchase.

YouTube has offered flexibility for creators to tag products, both in existing and new videos and pin them during live streams.

YouTube has plans to increase e-commerce platform partners in the coming months.