YouTube is taking the next steps in its in-app shopping push by expanding access to its shopping affiliate program to creators in the U.K.
YouTube’s shopping affiliate program enables eligible creators to tag products that are featured in their video clips. The creator then earns a commission from any sales activity stemming from those links.
YouTube launched the program in 2022 with creators in regions including the U.S., Thailand and India able to access the option.
However, the initial barrier to entry was steep. At launch, profiles needed to have more than 20,000 subscribers to qualify. YouTube has steadily lowered the barrier to entry and that number was 500 subscribers as of March.
Now, YouTube creators in the U.K. will be able to make money affiliate links.
As explained by YouTube: “We’re bringing the YouTube Shopping affiliate program to eligible creators in the U.K. When you join, you’ll be able to tag products from our partner merchants via Wayfair, Currys, Debenhams, Boots, M&S, Etsy directly in your videos, Shorts, and live streams, and earn revenue when your fans buy on the retailer’s site.”
YouTube said that U.K. creators who are eligible for the YouTube Partner Program will also be able to access the shopping affiliate option, which means that any channel with more than 500 subscribers will be eligible to join.
“You can also take advantage of other YouTube Shopping features that make your content more compelling, like timestamps, which allow you to prompt fans to shop at the exact right time,” YouTube said.
YouTube has been steadily developing its in-stream shopping options as it looks for more ways to drive direct sales for brands and facilitate more monetization opportunities for creators.
In his 2026 overview, YouTube CEO Neal Mohan said an expansion of the platform’s in-stream shopping options would be a key focus the company works to make the app “a premier shopping destination.”
It still seems like YouTube has a ways to go in driving habitual shopping behavior in the app, but an expansion of its affiliate program is another step in that direction.
