YouTube Shopping Feeds Expand Shoppable Video Commerce in India
YouTube has recently expanded its shopping ad inventory in India, allowing users to discover and purchase products directly while watching videos. The move strengthens YouTube Shopping feeds as a key commerce touchpoint, blending video discovery with seamless product exploration across mobile, desktop, and connected TV experiences.
Key Developments
YouTube Shopping feeds now surface product ads across multiple high-visibility placements. These include the YouTube home feed, video search results, and in-stream video environments.
On mobile devices, users are shown product carousels placed below video ads. These carousels typically feature multiple product cards, displaying prices and brand details tailored to user interests.
On desktop, shopping ads appear alongside videos, usually positioned at the top or right-hand panel. Clicking on a product redirects users to the retailer’s landing page for checkout.
According to recent reports, these shopping ads are delivered based on user behaviour, viewing history, and inferred shopping intent, improving relevance and engagement.
Industry & Expert Context
The expansion of YouTube Shopping feeds builds on the platform’s growing role in India’s digital commerce ecosystem. YouTube recently introduced its Shopping affiliate programme in India, enabling creators to tag products from platforms such as Flipkart and Myntra directly within videos.
This programme allows creators to earn commissions while helping brands improve product discovery, particularly in tier 2 and tier 3 markets where video-led shopping is accelerating.
YouTube has also rolled out shoppable Connected TV (CTV) ads in India. These ads allow viewers to explore products on large screens using QR codes or send-to-phone options, bridging TV viewing and mobile commerce.
Google India leadership has noted that YouTube remains the most-watched streaming platform on connected TVs in the country, reinforcing its influence across the full-funnel shopping journey.
Why This Matters
YouTube Shopping feeds mark a shift from passive video advertising to interactive commerce experiences. Indian consumers increasingly search, watch, and shop simultaneously, making video a critical decision-making layer.
With a large share of users watching YouTube or Shorts as part of their shopping journey, brands gain access to intent-rich moments earlier in the funnel.
For creators, shoppable videos open new monetisation paths without disrupting content authenticity. For retailers, these formats shorten the path from discovery to purchase while maintaining measurement and attribution.
What Happens Next
YouTube Shopping feeds are expected to expand further across formats and screens. Integration with creator content, Shorts, and CTV environments is likely to deepen as advertisers test performance-driven video commerce strategies.
Brands may increasingly use YouTube’s masthead and high-impact placements for product launches, while creators continue to play a central role in discovery-led shopping.
As consumer journeys become less linear, YouTube’s ability to connect video engagement with commerce actions positions it as a core platform in India’s evolving digital retail landscape.
Final Takeaway
YouTube Shopping feeds are redefining how Indian consumers discover and purchase products through video. By combining intent-driven targeting, creator influence, and seamless shopping experiences, the platform is steadily shaping the future of video commerce. Digilogy tracks these industry developments closely to understand how evolving ad formats influence performance-led digital strategies.
