YouTube is doubling down on India’s booming content-commerce scene, bringing beauty and lifestyle giants Nykaa and Purplle into its Shopping Affiliate Program. This collaboration unlocks fresh earning avenues for creators, who can now tag products from these popular platforms in their videos and earn commissions when viewers shop.
These popular brands now join Flipkart and Myntra in YouTube’s growing affiliate roster, cementing the platform’s foothold in one of its fastest-expanding markets. The timing couldn’t be better because shopping-themed videos in India are drawing over 200 million logged-in viewers, with watch time surging more than 250% in the past year.
To ride this wave, YouTube is rolling out AI-powered product-tagging tools that can detect items shown or mentioned on screen and suggest relevant tags, cutting down creators’ manual workload. Fully automated tagging is also in the pipeline, promising even more seamless shopping integration.
New features like product stickers in Shorts, timestamped tags, and a Chrome extension for managing affiliate links aim to make monetisation smarter and more effortless. The platform is also courting brands with a “Creator Partnerships Hub” in Google Ads, designed to match them with influencers for authentic campaigns, especially in Shorts.
Nykaa calls the alliance a chance to spark “authentic, content-led engagement,” while Purplle sees it driving “creator-powered beauty discovery.” For a market where over 15,000 YouTube channels now have 1 million-plus subscribers and creators have earned more than ₹21,000 crore in three years, YouTube’s bet on blending video, shopping, and AI looks set to pay off.
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