YouTube to expand shopping experience to boost creator economy

To give a further boost to India's rapidly growing creator economy, YouTube on Friday announced fueling the next phase of monetisation for the creator economy by expanding the YouTube Shopping experience with the addition of new merchants--Nykaa and Purplle as new partners alongside Flipkart and Myntra.

With shopping-related watch time growing more than 250 per cent year over year on the platform, Google's own video streaming company is scaling the YouTube Shopping affiliate program. "This expansion is built on a highly engaged audience base: Over 200 million logged-in users in India had shopping-related searches on YouTube," the company said.

According to YouTube, this expansion will kick in along with new creator tools and brand partnership programs, which will further solidify its position as a key destination for creators, building sustainable businesses.

The development will also allow advertisers to expedite brand-building and high-intent traffic. "The next era of video commerce is already being defined by India’s vibrant creator economy on YouTube. We are scaling content-driven shopping from a successful program to a complete monetisation ecosystem," said Gunjan Soni, Managing Director, India, YouTube.

By empowering our creators with new tools, offering new engaging formats to our viewers and deepening and forging new partnerships with top merchants, we are cementing YouTube's role as the leading platform for the next generation of shopping experiences, Soni added.