YouTube expands Shopping programme in India, adds Nykaa and Purplle

YouTube is expanding its YouTube Shopping programme. With new merchant partners, AI-powered tools, and programmes to strengthen brand collaborations, the platform is helping creators turn their content into a sustainable business while making it easier for viewers to shop what they love.

According to YouTube, shopping-related watch time has jumped over 250% in a year, and over 200 million logged-in users in India have searched for products on the platform.

To meet this demand, YouTube is expanding its Shopping Affiliate programme, adding big names in…