YouTube announced the expansion of its shopping feature in India with the launch of the YouTube Shopping affiliate program, partnering with Flipkart and Myntra.

The YouTube Shopping affiliate program will allow eligible creators to tag products in their videos, enabling them to earn revenue when viewers purchase items from the retailers’ websites.

Google had invested $350 million in Flipkart in May. Travis Katz, YouTube’s general manager and VP of shopping, stated that the program’s global success, with over 30 billion hours of shopping-related content viewed in 2023, showcases the power of connecting creators, viewers, and brands in innovative ways.

The YouTube Shopping affiliate program adds to existing monetization options for creators, such as ad revenue, YouTube Premium, channel memberships, and fan-driven features, helping them generate income.

According to CEO Neal Mohan, YouTube’s creator economy has contributed Rs 16,000 crore in economic activity and created 750,000 jobs in India. He expressed excitement about India’s potential leadership in video commerce. Before the global rollout, he mentioned that YouTube was testing a new app, YouTube Create, and an AI-led language tool in India.

Online platforms increasingly leverage video commerce and partner with content creators for marketing and advertising to expand their user reach. In recent years, Flipkart and Myntra have been using video commerce through initiatives like Myntra Minis, Ultimate Glam Clan, and Flipkart’s Affluence program.

Amazon is also exploring video commerce, which is particularly effective for fashion and beauty categories that rely on impulse purchases. With 98% of Flipkart’s creator base consisting of micro and nano influencers, the company aims to promote authenticity and community engagement through video commerce.

Ravi Iyer, senior vice president at Flipkart Group, stated that to enhance shopping experiences and empower customers, they have pioneered video commerce across various categories, including fashion, beauty, and home furnishings, achieving strong engagement with customers in tier-2 and tier-3 cities.

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