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YouTube has launched a new shopping affiliate programme in the UK, with seven retailers joining the initial rollout and more expected to join over the coming months.
Marks & Spencer, NEXT, Debenhams and Boots are among the first retail partners confirmed for the programme, which will roll out over the coming weeks.
The service allows eligible creators to tag products featured in videos, Shorts and livestreams. Viewers can select those products to find out more before completing a purchase on the retailer’s website, without leaving the content.
As part of this, creators can earn commission on qualifying purchases, providing an additional revenue stream alongside YouTube advertising income. Commission rates and attribution windows are set by individual retailers, while product returns may result in commissions being reversed.
Payments are made through AdSense for YouTube and are typically issued between 60 and 120 days after a purchase to allow time for returns, according to YouTube’s programme guidance.
As part of the launch, YouTube has lowered the subscriber threshold for the programme from 1,000 to 500, making the affiliate tools available to a wider range of creators that meet its broader eligibility requirements.
To participate, creators must be members of the YouTube Partner Program. Music channels and Official Artist Channels are not eligible, and participating channels cannot be designated as made for children or contain a significant proportion of videos in that category.
The programme will allow creators to tag products, review commission rates and track affiliate earnings. It is also introducing AI-assisted auto-tagging, expanded product catalogues and shopping features for television viewing.
Alison Lomax, YouTube Managing Director in the UK, said: “Our creators are at the heart of everything we do, and this expansion provides them with a powerful way to diversify their earnings while engaging with brands and viewers alike.”
YouTube said that adding product tags directly to videos can drive up to 50% more clicks than using description links alone. It also said that, worldwide, people spend an average of 110 million hours a day watching shopping videos, while UK watch time for shopping-related content increased by 50% in 2025.
The launch enables participating retailers to place products in front of viewers who are researching or considering purchases through creator recommendations.
M&S Marketing Director Sharry Crammond said the retailer plans to expand its Love That social series by partnering with creators and their communities. Meanwhile, Debenhams Group CEO Dan Finley said the partnership reflects changing shopping habits, with customers increasingly looking to buy products recommended by creators they trust.
YouTube plans to add further retailers to the UK network over the coming months.