YouTube is expanding its creator-led commerce ecosystem in India, introducing new merchant partnerships, AI-powered tools, and brand collaboration features. With shopping-related watch time up 250% year-on-year, the platform aims to help creators build sustainable businesses while connecting brands with high-intent consumers.
New partnerships with Nykaa and Purplle complement existing ties with Flipkart and Myntra, targeting India’s booming beauty and lifestyle segment. YouTube is also rolling out AI-driven product tagging, flexible brand integration formats, and a Creator Partnerships Hub to strengthen creator-brand collaborations.
Over 40% of eligible creators are already part of the affiliate program, with more than 3 million videos tagged with shoppable links. These initiatives position YouTube as a central hub for content-driven commerce, turning creators into a key force in India’s digital shopping landscape.