Archive · 29 Sep 2026
YouTube India Expands Shopping Tools Without Becoming E-Commerce Company
YouTube says it wants to help people shop through videos, but it does not want to run its own online store.
Many people already use YouTube to look for shopping ideas.
About 450 million logged-in users searched for shopping-related information on the platform.
The amount of time people spent watching shopping videos grew by 55% in one year.
Creators can now tag real products and brands in their videos.
Viewers can click those tags and go to a partner store to buy something.
Creators may earn a commission when viewers purchase products.
YouTube says these tools can help creators, merchants and India’s economy.
YouTube India Managing Director Gunjan Soni said the platform does not intend to become an e-commerce company.
YouTube’s 2025 India impact report said the platform contributed Rs 18,000 crore to India’s GDP.
Nearly 450 million logged-in users conducted shopping-related searches on YouTube, while shopping-content watch time rose 55% year on year.
Creators can tag products and brands in videos, directing viewers to merchant partners and earning commissions from resulting purchases.
Soni said YouTube is focused on infrastructure, technology, creator training and tools that help brands promote effective organic content.
- Who
- YouTube India Managing Director Gunjan Soni discussed YouTube’s shopping strategy with NDTV’s Shiv Aroor.
- What
- YouTube India is expanding shopping-related tools while saying it does not plan to become an e-commerce company.
- When
- The interview took place on Tuesday, when YouTube’s 2025 India impact report was released.
- Where
- India; the discussion was conducted for NDTV.
- Why
- YouTube wants to support creators, merchants and viewers through product tagging, shopping links, brand tools, infrastructure and training.
- GDP contribution
- YouTube’s 2025 India impact report said the platform contributed Rs 18,000 crore to India’s GDP.
- Shopping searches
- Nearly 450 million logged-in users had shopping-related searches on YouTube.
- Watch-time growth
- Watch time for shopping content increased 55% year on year.
- Product tagging
- Creators can tag real products and brands directly in videos.
- Merchant pathway
- Tagged products can send viewers to merchant partners to complete purchases.
- Creator earnings
- Creators can earn commissions from purchases generated through the tagged products.
- YouTube’s stated role
- Soni described YouTube’s role as providing infrastructure, technology and training rather than operating as an e-commerce company.