M&S, Debenhams, Next and Currys join new way to shop online

This morning (Thursday, June 23), YouTube announced the launch of its Shopping Affiliate Programme that promises to connect retailers with content creators and their viewers.

It announced a handful of retailers are already on board and it plans to expand its network “over the coming months.”

YouTube claims viewers watch 110 million hours of shopping videos on their platform every day, with the UK seeing a 50% growth in watch time.

Creators will reportedly be able to add interactive stickers on videos so viewers can click through to buy the product from retailers on their programme.

AI will also detect products in videos and match them with where they’re for sale so customers can be directed to the retailer automatically.

The functionality will be available whether customers are watching YouTube on their TV, smartphone or laptop.

When creators tag products directly in their videos, it can lead to up to 50% more clicks than links in the description alone.

YouTube says the programme will “empower creators to earn, create and scale their communities more effectively than ever” and it’s available for those with at least 500 subscribers.

Alison Lomax, YouTube’s managing director in the UK, said: “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 are strengthening the connection between creators, their fans, and the brands they love, turning trusted recommendations into real growth for everyone.”

YouTube creator Tim Dessaint said: “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’s 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.

“It’s good for the creator and good for the people watching.”

Dan Finley, CEO of Debenhams Group, 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 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.”

Sharry Crammond, marketing director at Marks and Spencer, said: “At M&S, we’re always looking for new ways to help customers discover products they’ll love.

“The partnership with YouTube gives us the fantastic opportunity to connect with even more customers through trusted voices and engaging content that makes shopping with M&S even more inspiring.”

Charlotte Lock, customer and marketing director at Boots, said:  “At Boots, we’re 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.”

Carey Pearson, Head of Brand & Integrated Marketing at Wayfair, said:  “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 a viewing experience.”

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Komal Koul, Head of Digital Performance at Currys, said: “At Currys our vision is to help everyone enjoy amazing technology.

“Consumers increasingly rely 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.”

Can you see yourself using the new YouTube Shopping feature? Let us know your thoughts in the comments below.