Overview

• Nykaa and Purplle join existing partners Flipkart and Myntra in YouTube’s Shopping Affiliate Program, letting eligible creators tag products across videos and Shorts.
• YouTube is rolling out AI-powered tags that surface products at the moment they are mentioned, with automatic detection and tagging of all eligible products slated for testing later this year.
• New creator and brand tools include Product Stickers on Shorts, timestamp-synced tags, a Chrome extension for saving and tagging, flexible brand segment insertion, direct brand links in Shorts, and a Creator Partnerships Hub in Google Ads.
• Shopping-related watch time in India has grown more than 250% year over year, and over 200 million logged-in users have conducted shopping-related searches on YouTube.
• Over 40% of eligible Indian creators have enrolled and more than 3 million videos carry product tags, with merchants highlighting measurable gains and a forthcoming Nykaa initiative to develop beauty and lifestyle creators.