YouTube is giving content creators something priceless — focused viewing. YouTube Shopping has been expanded in India with the launch of the YouTube Shopping affiliate programme. It means viewers don’t need to shift away from the platform to discover products from their favourite creators. For creators, it offers a new opportunity to diversify their earnings. The programme will roll out first with e-commerce firm Flipkart and online fashion retailer Myntra.

How does it work? Eligible creators will be able to tag products in their videos and earn revenue when viewers purchase them on the retailers’ sites. For example, you see a review of, say, a coffee machine, click on the link and buy it. It’s as easy as that.

The expansion complements the existing YouTube Shopping feature that allows eligible creators to promote their own merchandise by linking their stores to their YouTube channels.

Ajay Vidyasagar (left) and Travis Katz

“YouTube is evolving to meet those needs by connecting creators, viewers, and brands in seamless and engaging ways,” said Ajay Vidyasagar, regional director, APAC, YouTube.

The YouTube Shopping affiliate programme builds on existing monetisation options like Ads revenue, YouTube Premium, Brand Connect, and other fan-fueled features like Channel Memberships, Super Thanks, Super Chat and Super Stickers, offering a comprehensive suite of tools for creators to thrive on the platform.

“If I’m a creator and I’m doing a product review of a new cell phone for my audience, I can add links to this video. While I’m talking about the video, my viewers can click through and see the price and complete a purchase without having to leave YouTube. It’s a win-win. Creators earn money from this for product sales.

“It also helps them gain increased visibility amongst brands which can potentially lead to more ad revenue and brand sponsorships. These are very important ways that creators monetise today,” said Travis Katz, general manager and vice-president, shopping, YouTube.

YouTube’s investment in the creator ecosystem, with its unique revenue-sharing model, has powered the rise of a vibrant creator economy where creators have cultivated strong communities with their viewers. Over 110K channels, in India, have more than 100K subscribers (as of Dec 2023), mirroring the trust fostered by YouTube’s creator ecosystem. In fact, over 65 per cent of consumers in India trust YouTube creators more than traditional celebrities, driving purchase decisions through authentic connection, the e-Conomy India report showed.

According to a Bain Report — ‘How India Shops Online 2023’ — live commerce has grown rapidly in markets like Southeast Asia and presents an opportunity in the Indian market. Over the past several months, Flipkart and Myntra have strengthened their video and social commerce offerings to address the trend.

Earlier this year, Flipkart launched the ‘Affluencer’ Programme, which onboards creators nationwide. This revenue-generating programme has helped content creators grow their businesses while strengthening their relationships with their viewers. With 98 per cent of Flipkart’s total creator base comprising micro and nano influencers, the company has leveraged video commerce to foster authenticity, making customer shopping experiences more relevant.