YouTube is taking its shopping experience to the next level in India with the addition of new merchant partners, advanced AI tagging tools, and programs to strengthen creator–brand collaborations. The platform announced on Wednesday that it has expanded the YouTube Shopping Affiliate Program to include Nykaa and Purplle, two of India’s biggest beauty and lifestyle retailers. Advertisement

The move comes as shopping-related watch time on YouTube has surged by more than 250% year-on-year, with over 200 million logged-in users in India searching for shopping content.

Gunjan Soni, Managing Director – India, YouTube, said, “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

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