New Delhi, Oct 10 : To further accelerate India’s thriving creator economy, YouTube on Friday announced the next phase of its monetisation strategy, expanding the YouTube Shopping experience by onboarding Nykaa and Purplle as new retail partners, joining existing collaborators Flipkart and Myntra.
With shopping-related watch time rising over 250% year on year, YouTube is scaling its Shopping Affiliate Program to offer creators, brands, and viewers a more seamless video-commerce experience. The platform revealed that over 200 million logged-in users in India conducted shopping-related searches on YouTube, underscoring the country’s growing appetite for content-driven commerce.
According to the company, this expansion will be accompanied by new creator tools, brand partnership initiatives, and enhanced monetisation options designed to help creators build sustainable businesses and enable advertisers to drive high-intent traffic.
“The next era of video commerce is already being defined by India’s vibrant creator economy on YouTube,” said Gunjan Soni, Managing Director, India, YouTube. “We are scaling content-driven shopping into a complete monetisation ecosystem by empowering creators, offering engaging formats to viewers, and deepening partnerships with top merchants.”
The inclusion of beauty and lifestyle retailers like Nykaa and Purplle will further strengthen YouTube’s foothold in this segment. The company cited that 89% of beauty shoppers in India rely on YouTube to make informed purchase decisions.
Additionally, YouTube, in partnership with Nykaa, will launch a dedicated program to discover and accelerate the next generation of India’s beauty and lifestyle creators.
Since its launch a year ago, the YouTube Shopping Affiliate Program has seen over 40% of eligible creators in India enroll, with more than 3 million videos tagged with affiliate products.
“Our collaboration with YouTube Shopping is anchored in a shared vision to make beauty discovery engaging and impactful,” said Suyash Katyayani, Co-Founder & CTO of Purplle. “YouTube’s unparalleled reach allows us to connect with consumers at scale and translate engagement into measurable business growth.”
Through these new initiatives, YouTube aims to cement its position as India’s leading platform for content-driven commerce, empowering creators and brands to shape the future of digital shopping.