M&S and Boots are among the early adopters of YouTube’s creator affiliate programme, which is rolling out in the UK in the coming weeks.
The online video platform’s ‘Shopping Affiliate Programme’ sees retailers list products that can be featured and tagged in long and short-form videos by YouTube-approved creators. An image and link of the product can then be overlaid on video posts, with creators earning commission on sales resulting from a viewer clicking on the product and making a purchase on the retailer’s website.
The affiliate program was launched by YouTube in the US in 2023, and has since rolled out to India, Brazil, Japan and across South East Asia.
According to YouTube, when creators tag products directly in their videos, it can lead to up to 50% more clicks than links in the video description alone.
The platform also said commission rates for creators – which are set by the retailer – vary depending on the product category, but the median commission rate is around 15%.
“At M&S, we’re always looking for new ways to help customers discover products they’ll love. The success of our Love That social series has shown the power of inspiring content and real recommendations, and we’re excited to build on that by working with creators and communities who share our passion for great style, quality and value,” said Sharry Cramond, marketing director at M&S.
“The partnership with YouTube gives us a fantastic opportunity to connect with even more customers through trusted voices and engaging content that makes shopping with M&S even more inspiring.”
Other retailers joining the program include Debenhams, Currys, Etsy, Next and Wayfair. Affiliates will be managed by YouTube’s affiliate platform partner Awin.
“At Boots, we are always looking for new ways to make shopping for health, wellness and beauty products more convenient for our customers,” said Charlotte Lock, customer and marketing director at Boots.
“We know 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,” she added.
YouTube said it is seeing the rise of “creator-led shopping culture” on the platform which is “happening at an incredible scale”.
Globally, viewers watch an average of 110 million hours of shopping videos on the platform daily. The UK saw 50% growth in the watchtime of shopping-related content in 2025.
YouTube is rolling out new features to the program as part of the local launch, including the AI tools to auto-tag products appearing in videos, lowering the eligibility criteria to allow creators with at least 500 subscribers to join, and bringing the shopping option to TV screens, “so people can shop from their living room TV to their mobile phones and laptops”.
“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,” said Alison Lomax, YouTube MD in the UK.
“We’re strengthening the connection between creators, their fans, and the brands they love, turning trusted recommendations into real growth for everyone,” she added.
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