YouTube Boosts Shopping Initiative in India with Partnerships with Nykaa, Purplle, and Innovative AI Tools for Creators

YouTube is enhancing its shopping experience in India by expanding its YouTube Shopping Affiliate Program to include major beauty retailers Nykaa and Purplle, alongside existing partners like Flipkart and Myntra. This initiative comes as shopping-related watch times on the platform have skyrocketed over 250% year-on-year, with 200 million users seeking shopping content. Gunjan Soni, Managing Director of YouTube India, emphasized that this program is transforming video commerce into a comprehensive monetization ecosystem. New features, such as AI-powered product tagging, will display products in real-time as they’re mentioned in videos, maximizing engagement. Additionally, the platform is introducing tools like Product Stickers and timestamp-synced tags to streamline shopping. Partnerships with brands like Flipkart and Myntra reflect the growing intersection of content and commerce, while YouTube continues to empower creators and enhance viewer experiences, positioning itself as a leading platform for the future of shopping.

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