YouTube launches UK Shopping Affiliate Programme and updates Partner Programme guidance

YouTube has introduced its Shopping Affiliate Programme in the United Kingdom, enabling creators to embed product stickers and tags directly in videos, Shorts and livestreams. Retail partners such as Debenhams, M&S, Boots and Next are already signed up, and creators need only 500 subscribers to qualify. Commission rates vary by retailer, ranging from 5% to 20% of sales, and creators also earn on additional purchases made after a click.

The platform also offers updated guidance for UK businesses seeking YouTube Partner status. Two tiers are outlined: an Early Access tier requiring 500 subscribers, three uploads in the past 90 days and either 3,000 watch hours or 3 million Shorts views; and a Full Monetisation tier requiring 1,000 subscribers, 4,000 watch hours or 10 million Shorts views in the preceding 12 months. The guidance emphasises treating a channel as a publishing operation to generate advertising revenue, fan‑funding, and YouTube Shopping benefits for SMEs.