THE WHAT? YouTube has launched its Shopping Affiliate Programme in the UK, enabling creators to earn commission by promoting products while giving retailers new opportunities to connect with consumers through creator-led content.
THE DETAILS The programme will roll out over the coming weeks with retail partners including Boots, Marks & Spencer, Debenhams, Next, Etsy and Wayfair, supported by affiliate platform Awin. YouTube is also introducing AI-powered product tagging, expanding access to creators with at least 500 subscribers, and extending shopping functionality across more viewing experiences, including connected TVs. The company said UK watch time for shopping-related content grew by 50% in 2025, while creators who tag products directly in videos can generate significantly higher engagement than traditional product links.
THE WHY? The launch reflects the continued convergence of content, commerce and influencer marketing, providing beauty and personal care brands with new opportunities to drive product discovery, consumer engagement and sales through trusted creator partnerships.
Source: Fashion Network
