YouTube is launching its Shopping Affiliate programme in the UK, in a move that creates “an ecosystem where creators, retailers and viewers connect seamlessly”.

Major UK retailers have already partnered with YouTube for this content tool, including Boots, Debenhams, Etsy, M&S, Next and Wayfair.

The video platform, which is owned by Google’s parent company Alphabet, has rolled out a raft of new tools and an expanded creator commerce offer, as it looks to cement its position in the fast-growing social shopping market.

Debenhams Group chief executive Dan Finley said: “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.”

The platform is introducing AI-powered features to “do the heavy lifting”, including auto-tagging products featured in videos, while also partnering with some of the world’s largest catalogues to bring more products onto YouTube.

It is also lowering the barrier to entry for creators, easing eligibility criteria so those with at least 500 subscribers can join the programme. It is also widening where shoppers can buy through YouTube, including bringing the experience to TV.

While YouTube is still widely viewed as a video platform first, the company said it has become a key destination for product discovery and purchase decisions.

“YouTube isn’t just where people see a brand, it’s where they decide to buy,” the company said. “It’s where the search for something new becomes the story that sells it. Shopping is in YouTube’s DNA. Creators started with shopping haul videos and unboxings, ‘get ready with me’ videos, and DIY tutorials, and have become trusted advisors, helping millions shop with confidence.”

The move comes as social commerce continues to gather pace globally, with shoppers increasingly buying through platforms such as Instagram and TikTok, while traditional retailers are also adding more social shopping features to their own websites.

Earlier this month, TikTok Shop became the UK’s second-largest beauty retailer, after category sales surged 60 per cent last year.

Additionally, YouTube pointed to what it called the “incredible scale” of creator-led shopping, with viewers globally watching an average of 110 million hours of shopping videos on YouTube every day.

In the UK, watch-time of shopping-related content rose 50 per cent in 2025, according to YouTube.

The platform also cited a global Kantar survey which found YouTube “remains the number one most trusted platform for creator content about products”.

YouTube said early results from international markets suggest UK creators could benefit significantly from the rollout, with product tagging in videos driving up to 50 per cent more clicks than links placed in descriptions alone.

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