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Creator-led shopping is gaining another platform as Snapdeal brings its value-focused fashion and lifestyle assortment to YouTube through a partnership under the YouTube Shopping affiliate programme in India. The collaboration gives creators a new way to connect product recommendations with purchases.
As part of the partnership, eligible creators can browse products available on Snapdeal and tag them in YouTube videos, Shorts and livestreams. Viewers can discover products through the content and proceed to purchase as part of the same shopping journey.
The tie-up builds on Snapdeal’s engagement with thousands of creators across India, who have been using relatable and trend-focused content to introduce shoppers to fashion and lifestyle products.
Through the YouTube Shopping affiliate programme, creators can earn commissions on eligible purchases generated through products tagged in their content. The integration gives them access to Snapdeal’s product range while creating an additional monetisation opportunity from recommendations shared with their audiences.
For consumers, the integration brings discovery and shopping closer together, allowing videos and Shorts to become part of the journey from product inspiration to purchase.
The partnership also provides Snapdeal sellers with an additional discovery and sales channel by connecting their products with engaged audiences through creator recommendations.
More than 80% of Snapdeal’s orders come from non-metro markets, while most products listed on the platform are priced below Rs 599. The company’s assortment therefore caters largely to value-conscious consumers seeking affordable fashion and lifestyle products.
Snapdeal said the integration will enable creators to showcase these products to audiences across India while giving brands and sellers another route to participate in creator-led commerce.
Snapdeal CEO Achint Setia said creators have become an important source of product discovery for Indian consumers. He added that the company has been working with thousands of creators to help Gen Z shoppers discover value-oriented fashion and lifestyle products.
According to Setia, the partnership with YouTube Shopping will help streamline the journey from discovery to purchase while creating opportunities for creators to monetise their influence and for sellers to connect with engaged audiences.
YouTube India Country Managing Director Gunjan Soni said the YouTube Shopping affiliate programme is centred on creator recommendations and product discovery. She added that bringing Snapdeal’s value-focused fashion and lifestyle range to the programme would expand earning opportunities for creators while helping consumers move from inspiration to shopping.
Through the integration, Snapdeal aims to deepen the connection between creator content and commerce, bringing product discovery further into the entertainment experience on YouTube.
