Social Commerce in India With Walmart-Backed Flipkart

YouTube Partners With Flipkart and Myntra to Launch YouTube Shopping in India

YouTube Shopping launches in India. The new monetization feature enters the market in partnership with two domestic online marketplaces, Flipkart and Myntra.

Article by Nadine Koutsou-Wehling | October 25, 2024

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Marketplaces, Social Commerce, Top Markets, Walmart

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YouTube Shopping in India: Key Insights

YouTube Shopping Launches in India: The new monetization feature allows content creators to link products and retailers in their videos and earn a commission for each purchase made through the link. Flipkart and Myntra are the first partners to participate.
International Capital Backing: Google invested in Flipkart earlier this year, which is owned by Walmart. Myntra is Flipkart's subsidiary. Backed by major capital, these sites frequently innovate to respond to customer needs in the market.

YouTube launches its YouTube Shopping feature in India, in partnership with the two domestic eCommerce platforms Flipkart and Myntra. YouTube Shopping enables creators on the platform to link sponsored products and retailers, earning a commission for each purchase made through the affiliate link. The feature is already available in markets like the U.S., South Korea, Indonesia and Brazil.

YouTube Shopping is not the first monetization option available, but it brings the spirit of social commerce closer to audiences on the platform. Other existing monetization methods on YouTube are advertising revenue, YouTube premium subscriptions, channel memberships and fan-driven donations.

India: Corporate Affiliations Drive Growth

YouTube is owned by Google, which invested in Walmart-backed Flipkart earlier this year. For US$350 million, Google now owns a minority stake in India’s number one marketplace that industry insiders value at US$37 billion, according to Reuters.

Top 10 Ecommerce Marketplaces in India by GMV, 2023

Myntra is owned by Flipkart, taking the affiliation between Walmart, Google, and Flipkart a step further. Myntra is a marketplace with a diverse product mix, the largest category of which is fashion. It piloted a quick commerce offering in India a few months ago.

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Now, with the YouTube partnership, the company’s decision-makers expect the video shopping features to drive conversions and attract attention. Beyond the largest marketplaces, the growing participation of eCommerce players in the future is expected to benefit the market as a whole, as well as content creators on online platforms.

Sources: Retail Economic Times India – Reuters