YouTube India is enhancing its Shopping Affiliate Program by integrating major retailers Nykaa and Purplle alongside existing partners Flipkart and Myntra, amid a notable 250% increase in shopping-related watch time. This move aims to establish a comprehensive monetization ecosystem, empowering creators and merchants alike. With over 200 million users engaging with shopping content, YouTube’s expansion allows creators to tag products from these brands in their videos, catering to the 89% of beauty shoppers who rely on the platform for informed purchasing decisions. Additionally, YouTube plans to mentor emerging beauty creators through collaborations with Nykaa. Innovations such as AI-powered product tagging and features like Product Stickers on Shorts enhance the shopping experience, while flexible brand segment insertion and a Creator Partnerships Hub streamline brand collaborations. Over 40% of eligible Indian creators are already participating, showcasing YouTube’s commitment to merging content, commerce, and community into a vibrant ecosystem.
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