Snapdeal partners with YouTube Shopping to expand creator-led commerce

NEW DELHI: Snapdeal is taking its value-focused fashion and lifestyle catalogue to YouTube through a new partnership under the YouTube Shopping affiliate programme in India, giving creators another route to turn product recommendations into purchases.

The collaboration will allow eligible creators to browse products listed on Snapdeal and tag them directly in YouTube videos, Shorts and livestreams. Viewers can then discover products while consuming content and move from recommendation to purchase without leaving the shopping journey.

The partnership builds on Snapdeal’s existing engagement with thousands of creators across India, who have been helping shoppers discover fashion and lifestyle products through relatable and trend-led content.

Under the YouTube Shopping affiliate programme, creators can earn commissions on qualifying purchases generated through products tagged in their content. The integration gives creators access to Snapdeal’s product assortment while allowing them to monetise recommendations made to their audiences.

For shoppers, the model brings product discovery and purchasing closer together, with videos and Shorts becoming part of the path from inspiration to checkout.

Snapdeal said the partnership also creates a new discovery and sales channel for sellers on its platform by connecting them with highly engaged audiences through creator recommendations.

More than 80 per cent of Snapdeal’s orders originate from non-metro India, while the majority of products on the platform are priced below Rs 599. This positions the platform around value-conscious consumers looking for affordable fashion and lifestyle products.

The company said the integration will allow creators to showcase such products to audiences across India while giving brands and sellers another avenue to participate in the growing creator-commerce ecosystem.

Snapdeal CEO Achint Setia said creators have become an important driver of product discovery in India and that the company has been working with thousands of creators to help Gen Z shoppers find value fashion and lifestyle products.

According to Setia, the YouTube Shopping partnership will make the journey from discovery to purchase more seamless while opening opportunities for creators to monetise their influence and sellers to reach engaged audiences.

YouTube India country managing director Gunjan Soni said the YouTube Shopping affiliate programme is built around creator recommendations and product discovery. She added that bringing Snapdeal’s value fashion and lifestyle assortment into the programme would broaden opportunities for creators to earn while helping consumers move from inspiration to shopping.

With the integration, Snapdeal is looking to strengthen the link between creator content and commerce, making product discovery increasingly part of the entertainment experience on YouTube.