YouTube has announced the expansion of its YouTube Shopping Affiliate Program in India, adding Nykaa and Purplle as new merchant partners to further strengthen its creator-brand commerce ecosystem. The move has been aimed at supporting the growing beauty and lifestyle segment, where content plays a decisive role in driving purchase intent and discovery.
With this expansion, creators enrolled in the program have gained the ability to tag and monetise products from Nykaa and Purplle in addition to existing partners Flipkart and Myntra. The partnerships have been designed to empower creators to turn product discovery into measurable business outcomes while giving brands access to new, high-intent audiences.
YouTube has said that the YouTube Shopping Affiliate Program has continued to demonstrate strong traction since its launch a year ago. More than 40% of eligible creators in India have enrolled, and over three million videos have been tagged with affiliate products. This expansion has further cemented YouTube’s position as a key driver of India’s creator-led shopping ecosystem, with shopping-related watch time growing more than 250% year over year.
The company has also introduced AI-powered tagging features to automate product placements, ensuring higher engagement by surfacing tagged products at the moment of mention in videos. YouTube has stated that the goal is to make video-led commerce more seamless and profitable for both creators and advertisers.
Gunjan Soni, Managing Director – India, YouTube, said, “The next era of video commerce is already being defined by India’s vibrant creator economy on YouTube. We are scaling content-driven shopping from a successful program to a complete monetisation ecosystem. By empowering our creators with new tools, offering new engaging formats to our viewers and deepening and forging new partnerships with top merchants, we are cementing YouTubes role as the leading platform for the next generation of shopping experiences, a powerful engine where authentic discovery and trusted creators directly fuel sustainable business growth for everyone.”
A Nykaa spokesperson said, “Nykaa has long believed in content-led commerce, putting creators at the center of how we connect with consumers. Many of them have been brand advocates from the very beginning, helping us pioneer how beauty is discovered in India. Collaborating with YouTube Shopping allows us to build on this approach and reach audiences in more authentic, meaningful ways.”
Suyash Katyayani, Co-Founder and Chief Technology Officer, Purplle, said, “Our collaboration with YouTube Shopping is anchored in a shared vision to make beauty discovery engaging, content-driven, and impactful. YouTube’s unparalleled reach across India allows us to connect with consumers at scale and translate engagement into measurable business growth. We’re proud to partner with YouTube, blending content and commerce to create a seamless, trusted shopping experience. Together, we’re shaping a model where creators inspire, consumers discover, and brands grow, driving the next wave of digital commerce in India.”
