Why Youtube thinks Flipkart, Nykaa tie-ups can help it woo Instagram’s shoppers – The Ken

Youtube India launched its affiliate ‘Shopping’ feature a year ago, to tap into the platform’s high-intent product searches and lock down the last-mile purchase Its biggest challenger is Instagram, whose short-form content has become a fan-favourite for brand discovery and impulse-purchases Youtube is aggressively incentivising creators and brands to use its Shopping feature, and the success is starting to show Still, there is a long way to go before affiliate shopping becomes mainstream, thwarted by consumers’ purchasing habits and creators’ brand-deal preferences Enter your email address to receive a daily summary of all our stories. Yogi Yogendra awoke one morning to discover a hefty commission, flashing on his analytics dashboard, from a pair of headphones he had reviewed on Youtube. And also on a pack of diapers he had absolutely nothing to do with—just because it was in the shopper’s cart already. This is one of the many ways the Google-owned video-sharing platform is pushing creators to adopt its Shopping affiliate feature, launched in India in October 2024. Yogendra, known online as Technical Yogi, a tech creator with two million Youtube subscribers, had just seen it in action. Shopping is designed to integrate e-commerce seamlessly into the platform. And it
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