YouTube’s Shopping Affiliate Programme comes to the UK

YouTube has just launched a UK version of its “Shopping Affiliate Programme” – a scheme which lets creators unlock revenue by recommending products inside videos, Shorts, and livestreams. 

Major UK retailers like Debenhams, M&S, Boots and Next have already become partners, and the programme is open to other retailers in the coming months. Moreover, creators need just 500+ subscribers to be eligible, lowering the bar to entry for YouTubers looking for new ways to monetise their content. 

YouTube’s affiliate marketing programme already delivered strong results for the U.S. and countries across the Asia-Pacific and Latin America. But with the programme finally coming to UK shores, we explore its details and break down how creators and retailers can make the most of it.

YouTube has launched its Shopping Affiliate Programme in the UK

It’s now even easier to make money on YouTube, as the platform’s Shopping Affiliate Programme was finally brought across the pond on the 26th of July. 

This expansion allows UK creators to tag products directly within their videos – whether it’s an ingredient used in a recipe or a product featured in a haul.

For creators, this means no more burying links in their description box: they can embed clickable stickers and timestamps right into the content itself, giving viewers a route to purchase without leaving the platform. Beyond the added convenience, the financial upside for creators is real. 

Commission rates are set individually by retailers, but range between 5% and 20% across product categories. In addition to earning on tags, creators can also profit from the wider basket of qualifying purchases a viewer makes after clicking through, boosting their earning potential even further.

Crucially, the barrier to entry has been lowered too. Creators need just 500 subscribers to be eligible, opening the door to smaller channels and micro-influencers rather than just established content creators.

According to YouTube, other markets have already seen results. According to their data, tagging products directly using the Shopping Affiliate Program can drive up to 50% more clicks than listing links in the description alone. 

Current watch time suggests that expanding into the UK market is a no-brainer, too. Global viewers already watch an average of 110 million shopping videos on the platform every day, with UK watch time for the category surging by 50% in 2025. 

Given this appetite for shopping already exists in the UK, it’s little surprise that YouTube sees the country as fertile ground for its next wave of creator-led commerce.

How to get started with YouTube Shopping

With YouTube’s new Shopping Affiliate Program being live in the UK, creators and retailers have a fresh opportunity to turn engaged audiences into revenue. 

For content creators, the first step is to ensure you’re eligible. You’ll need at least 500 subscribers to be accepted into the Partner Programme. From there, we recommend starting small by tagging products you’d genuinely recommend, rather than overloading products with unrelated items. 

YouTube offers AI-tagging tools to save time, but don’t skip reviewing suggested tags before publishing, as mismatched products can easily undermine viewer trust. 

Retailers are able to join the programme by partnering with supported affiliate networks like Awin and having an active Google Merchant Centre feed. 

If eligible, the programme opens up opportunities for retailers to use creators as an extension of their marketing team, rather than a one-off investment. Brands already onboard are building longer-term creator partnerships, rather than single sponsored posts. 

For example, M&S plans to build on its existing “Love That” social series by working with creators who share the brand’s focus on style and quality, while Boots has framed the move as part of its wider push to meet customers wherever they already discover products. 

Given the programme is still expanding in the UK, the retailer pool remains relatively small. This means early movers will likely benefit from less competition and have more chance of standing out to creators still building their roster of brand partners.