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According to YouTube, more than 450 million users log in to India-based searches that include shopping-related content, and there is an increase of 55% in the yearly watch time in India that relates to shopping. In terms of global data, the shopping-related watch time on YouTube exceeded 40 billion hours in 2025.
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Storyboard•29-09-2026, 09:05
India Marketplaces Shift Discovery to YouTube and Meta Amid Video Boom
  • •Major Indian e-commerce platforms like Amazon, AJIO, Flipkart, Myntra, and Nykaa are integrating into YouTube and Meta affiliate programs.
  • •Shopping-related watch time on YouTube in India saw a 55 percent yearly increase, driven by over 450 million users searching for shopping content.
  • •Average Indian creator affiliate payouts grew by over 160 percent year-on-year, with creators tagging more than 19 million videos.
  • •Brands like Purplle and Snapdeal report significant sales and non-metro reach as creators shift from driving mere engagement to measurable commerce outcomes.
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Key Questions Answered

Amazon, AJIO, Meesho, Snapdeal, and Tata CLiQ joined the YouTube Shopping Affiliate program alongside other e-commerce sites like Flipkart, Nykaa, Purplle, Shopsy, and Tira.

Creators with more than 500 subscribers who are enrolled in YouTube’s Partner Programme can sign up to recommend products, tag items, and earn commissions.

In less than a year, creator-tagged videos generated almost a quarter of a million sales for Purplle, with nearly three thousand creators earning commissions.

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