The creator economy is entering a new phase, with affiliate marketing increasingly becoming the monetization model of choice for content creators. Sign-ups to Awin's dedicated Creator App are now running at more than double the level seen when it launched in 2024, while nearly one in seven creators using Awin now identify YouTube as their primary monetization platform, up from one in twelve in 2024.

Today, Awin is proud to support the UK launch of YouTube's Shopping Affiliate Program, helping connect creators with leading retailers including Boots, M&S, Currys, Wayfair and Debenhams.

The new program enables eligible YouTube creators to tag products directly within their videos, making it easier for audiences to discover and purchase products from trusted creators while opening a powerful new revenue stream for creators and measurable performance opportunities for brands. Powered by Awin's affiliate technology, the program represents another significant step forward in the evolution of creator commerce.

The full announcement from YouTube follows below.

YouTube launches Shopping Affiliate Programme in the UK, Connecting Creators with Top Retailers

M&S, Currys, Next, Etsy, Wayfair, Debenhams and Boots are first retailers to come on board, with more to follow

London, UK, July 23, 2026: YouTube has today announced the launch of its Shopping Affiliate Programme in the UK, creating an ecosystem where creators, retailers and viewers connect seamlessly. YouTube Shopping will offer a powerful new avenue for creators to scale their businesses, enable brands and retailers to build meaningful connections with engaged audiences, and provide viewers with an enjoyable shopping experience.

Leading partners already on board include Debenhams, M&S, Boots, Currys, Etsy, Next and Wayfair and the programme will gradually expand its retail network over the coming months, supported by affiliate platform partner Awin. YouTube isn’t just where people see a brand, it’s where they decide to buy. It’s where the search for something new becomes the story that sells it.

Shopping is in YouTube’s DNA. Creators started with shopping haul videos and unboxings, get ready with me videos, and DIY tutorials, and have become trusted advisors, helping millions shop with confidence. At the core of this expansion is YouTube’s commitment to helping creators build sustainable, diversified businesses.

This creator-led shopping culture is happening at an incredible scale; globally, viewers watch an average of 110M hours shopping videos on the platform daily. This momentum is especially clear in the UK, which saw a 50% growth in watchtime of shopping-related content in 2025. Ultimately, it is a culture built on credibility; a global Kantar survey confirms YouTube remains the #1 most trusted platform for creator content about products.

By unlocking new revenue streams, the programme will empower creators to earn, create and scale their communities more effectively than ever, with the affiliate programme already delivering clear results globally. When creators tag products directly in their videos, it can lead to up to 50% more clicks than links in the description alone.

Alison Lomax, YouTube MD in the UK said: “We are delighted to bring YouTube Shopping to the UK. 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. By bringing our Shopping Affiliate Programme to the UK, we’re strengthening the connection between creators, their fans, and the brands they love, turning trusted recommendations into real growth for everyone.”

YouTube creator Tim Dessaint said: “It's really exciting to see YouTube bringing shopping to the UK. My community asks me about the items I wear all the time, so this gives me a way to share my honest recommendations in a way that feels organic, not disruptive to the viewer experience. The product tools such as the interactive stickers and precise timestamps are well thought out, and they will make integrating products into my content incredibly seamless. This is a monetisation option that actually makes sense: good for the creator, and good for the people watching. “

To support the launch in the UK, YouTube is rolling out new tools and expanding the offering, including:

• Smarter tools: Using AI to do the heavy lifting, like auto-tagging products shown in videos.
• Broader access: Partnering with the world's largest catalogs to bring more products to the platform. We’ve also recently lowered the eligibility criteria to allow creators with at least 500 subscribers to join.
• New viewing experiences: Expanding where people can shop on YouTube, including bringing the experience to the TV. So people can shop from their living room TV to their mobile phones and laptops.

End of official statement.

Reflecting on the announcement, Awin CEO, Adam Ross, remarked: “As the ways people discover products continue to evolve, trusted creators have never been more valuable to brands. This exciting launch reflects that shift, giving creators new ways to monetize the trust they've built with their audiences while enabling brands to measure the real commercial impact of those relationships.”

Rosalyn Berrisford, Awin’s UK MD stated: “It’s fantastic to see the UK team pioneering this new launch. We already have numerous brands aligning their partnership and creator activity via their affiliate programs to allow them to scale sustainably. This is another significant step in that direction.”

Several of the launch retailers, including Boots, already work with creators through Awin. Just last year, Boots joined Awin-Win Marketing Podcast to discuss how creator partnerships are helping the retailer reach new audiences and build trust through authentic recommendations.

With YouTube Shopping now available in the UK through Awin, brands can extend those partnerships into one of the world's most influential creator platforms, while creators gain a seamless new way to monetize the content they're already producing.

Interested in joining the program?

If you’re a brand looking to partner with creators on YouTube, Awin can help you get started. Reach out to your Awin account contact to find out more.