YouTube has announced the UK launch of its Shopping Affiliate Programme, establishing a new route for eligible creators to tag products from participating retailers and connect viewers with items featured in their content.
The first retail partners joining YouTube Shopping include Debenhams, M&S, Boots, Currys, Etsy, Next and Wayfair. The network is expected to expand gradually over the coming months, with affiliate platform Awin supporting the programme.
The launch is intended to provide creators with an additional source of revenue while giving brands and retailers access to audiences through product recommendations embedded in videos. Viewers will be able to move from creator content to relevant products without relying solely on links in video descriptions.
Creator-Led Shopping on YouTube
Shopping content has long formed part of YouTube’s creator ecosystem, including shopping hauls, unboxing videos, “get ready with me” content and DIY tutorials. These formats have enabled creators to build communities around product knowledge, demonstrations and recommendations.
According to figures supplied by YouTube, viewers globally watch an average of 110 million hours of shopping videos on the platform each day. In the UK, watch time for shopping-related content increased by 50% during 2025.
YouTube also cited a global survey by Kantar that ranked it as the most trusted platform for creator content about products. The company said that tagging products directly in videos can generate up to 50% more clicks than using links in video descriptions alone.
“We are delighted to bring YouTube Shopping to the UK. 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. By bringing our Shopping Affiliate Programme to the UK, we’re strengthening the connection between creators, their fans, and the brands they love, turning trusted recommendations into real growth for everyone.”
Alison Lomax, YouTube MD in the UK
YouTube creator Tim Dessaint said the tools would allow him to respond directly to questions from viewers about products featured in his content.
“It’s really exciting to see YouTube bringing shopping to the UK. My community asks me about the items I wear all the time, so this gives me a way to share my honest recommendations in a way that feels organic, not disruptive to the viewer experience. The product tools such as the interactive stickers and precise timestamps are well thought out, and they will make integrating products into my content incredibly seamless. This is a monetisation option that actually makes sense: good for the creator, and good for the people watching.”
Tim Dessaint, YouTube creator
New Shopping Tools and Wider Access
As part of the UK rollout, YouTube is introducing several additions to its shopping offer:
- AI-assisted tools designed to identify and automatically tag products shown in videos.
- Access to wider product catalogues through participating retailers and affiliate partners.
- Reduced eligibility requirements, allowing creators with at least 500 subscribers to join the programme.
- Additional viewing and shopping formats, including shopping through television screens as well as mobile phones and laptops.
The television experience is intended to allow viewers to discover products while watching on a larger screen before continuing the shopping journey on another connected device.
Retailers Respond to the UK Launch
Retailers participating in the initial launch said the programme reflected the growing influence of creator recommendations on product discovery and purchasing decisions.
“The rise of content creators has fundamentally changed the way people shop. Customers are increasingly turning to creators they trust for product recommendations, and they want to be able to buy the moment inspiration strikes. Becoming one of YouTube Shopping’s launch partners reflects our ambition to stay at the forefront of digital-first retail and make it even easier for shoppers to discover and buy the brands they love.”
Dan Finley, CEO of Debenhams Group
“At M&S, we’re always looking for new ways to help customers discover products they’ll love. The success of our Love That social series has shown the power of inspiring content and real recommendations, and we’re excited to build on that by working with creators and communities who share our passion for great style, quality and value. The partnership with YouTube gives us a fantastic opportunity to connect with even more customers through trusted voices and engaging content that makes shopping with M&S even more inspiring.”
Sharry Crammond, Marketing Director at Marks and Spencer
“At Boots, we are always looking for new ways to make shopping for health, wellness and beauty products more convenient for our customers. We know that more people are discovering products through the creators and communities they trust on social channels and are committed to meeting them wherever they choose to find inspiration. We’re excited to be working with YouTube and its fantastic creator community to help more customers discover the Boots products they love, in a way that feels seamless and relevant to their lives.”
Charlotte Lock, Customer and Marketing Director at Boots
“We welcome the launch of YouTube Shopping’s affiliate programme in the UK. As a hugely trusted platform for creator content about products, YouTube plays a central role in how people discover, learn about, and engage with products and brands. The rise of creator-led commerce reflects changing consumer behaviour, and we welcome initiatives like this that make product discovery more seamless, trusted, and integrated within the viewing experience.”
Carey Pearson, Head of Brand & Integrated Marketing at Wayfair.co.uk
“At Currys, our vision is to help everyone enjoy amazing technology. With consumers increasingly relying on content creators for credible product evaluations and recommendations during their purchase consideration phase, this YouTube Shopping integration positions Currys to engage audiences at critical decision-making moments and drive conversion through established, trusted voices. This initiative demonstrates Currys’ commitment to transforming how customers engage with technology-making discovery, understanding, and purchase simpler and more intuitive.”
Komal Koul, Head of Digital Performance at Currys
YouTube said its UK retail network would continue to expand over the coming months, with Awin supporting the addition of further retailers and product catalogues to the affiliate programme.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
