YouTube Shopping UK: How It Works and Who Can Join

Viewers already shop on YouTube. If you're a UK creator, you may be able to earn commission when they buy products you feature, from retailers like Amazon, Boots, M&S, Currys and Next. Here's how YouTube Shopping works, who can join, what you can tag and how to start without making your videos feel like adverts.

What is YouTube Shopping?

YouTube Shopping lets creators tag products in their videos, Shorts and livestreams. Viewers can see the product, tap through to the retailer to buy it, and the creator can earn a commission on eligible purchases. You tag what you genuinely feature. You don't need to change how you make videos.

It's already big:

• 500,000+ creators in YouTube Shopping globally
• 87% of viewers trust creator recommendations
• 4.5bn shopping searches

*Source: YouTube internal data, July 2025.*

Those figures are why so many creators are looking at it. Your viewers already trust your recommendations. Tagging makes it easier for them to find the thing you mentioned, instead of pausing the video to search for it.

One thing to be clear about early: YouTube runs the programme, and YouTube decides who is accepted. For the full detail, start with YouTube's overview of the Shopping affiliate programme and eligibility.

How does YouTube Shopping work?

You tag products from participating retailers in your videos, Shorts or livestreams. When a viewer taps a tag and buys on the retailer's site, you may earn commission. YouTube's help pages say the retailer handles the whole order, including delivery, payment, returns and refunds.

Here's what YouTube says about how it works:

• On long videos, a Shopping button appears and viewers tap it to see your tagged products.
• On Shorts, a product sticker appears for the first product in your tagged list. You can reorder the list to change which product it shows.
• On livestreams, you can tag products too.
• You can add timestamps to tagged products, so viewers see them at the right moment.
• You manage it all in YouTube Studio. You can tag products, check performance and review earnings there.

YouTube may also suggest products to tag, using your video's title, description and captions. Those suggestions can be wrong, so check them before you accept.

Sources: tagging products in your content and the affiliate programme overview.

Who can join YouTube Shopping in the UK?

Is it live in the UK? Yes. YouTube announced the UK launch on 6 August 2026, and its help page on the affiliate programme lists the United Kingdom among the countries where eligible creators can join.

YouTube's standard route starts from the YouTube Partner Programme, and YouTube invites creators in. Its help page has the current requirements, so check it before you apply. Whatever route you take, these apply:

• You're based in the UK.
• Your channel isn't a music channel or a Made for Kids channel.
• You follow YouTube's tagging guidelines.

On the music and kids points, YouTube says a music channel includes an Official Artist Channel or one associated with music partners such as labels, distributors, publishers or Vevo. It also says your channel must not have a significant number of videos set as Made for Kids, as well as not being set as Made for Kids overall.

To see where you stand, open Earn in YouTube Studio. If you can join, you'll see Join now there.

Meeting the requirements doesn't guarantee a place, and nobody can promise earnings. Whether you're accepted is YouTube's call.

Source: YouTube's affiliate programme overview and eligibility; UK launch announced by TeamYouTube on 6 August 2026 in the YouTube Community.

How to get started with YouTube Shopping

1. Check you're eligible. Go through the list above with your channel open in another tab, and look at Earn in YouTube Studio.
2. Read the basics. YouTube's getting started with shopping guide explains the set-up.
3. Learn the tagging guidelines. They're set by YouTube, and following them is part of being eligible. See YouTube's page on tagging products in your content.
4. Join in Studio. Under Earn, select Join now, then review and accept the programme terms.
5. Choose products that fit your videos. Start with things you already use or mention on screen. If you'd have to force a product into the video, leave it out.
6. Check the Shopping tab. In Earn, the Shopping tab lets you browse offers and see each seller's commission percentage before you tag.

What can you tag? Retailers and products

You tag products from retailers in the programme. The list is growing. UK retailers include Amazon, Currys, Boots, M&S, Next, Wayfair, Etsy and Debenhams, and AliExpress has announced a partnership too. It isn't a complete list, and not every product is available to tag, so check what you can see in YouTube Studio.

Amazon

Amazon tagging is now available to eligible UK creators in Shorts, long-form videos and livestreams. It has extra requirements of its own, including an active Amazon Influencer Programme or Amazon Associates account linked to your channel. Our step-by-step guide explains how to link your Amazon account and tag Amazon products, and YouTube's Amazon tagging page has the full rules.

AliExpress

AliExpress announced a partnership with YouTube on 20 October 2026. It covers the US, Brazil, Germany and the UK. According to AliExpress, eligible creators who meet YouTube's channel and Shopping affiliate requirements will be able to tag AliExpress products in YouTube Studio. It says the focus is its Brand+ range. We haven't yet seen this on a YouTube help page, so treat it as AliExpress's announcement until YouTube confirms the details.

Products you can't tag

Some products can't be tagged. YouTube lists several reasons, including:

• the video is set as Made for Kids
• the video has a copyright claim against it
• the video is limited or ineligible for monetisation
• the video includes a revenue-sharing track from Creator Music
• the retailer has removed the product, for example because it's out of stock

If you don't see a retailer's products when you search, they aren't available to tag at the moment. You can tag products from other retailers instead.

Sources: YouTube Community, 6 Aug 2026, YouTube's Amazon tagging page, tagging products in your content and the AliExpress press release.

Will it annoy my viewers?

It's a fair worry. Tagging can feel salesy, especially if you've built your channel on trust.

A few habits keep it comfortable:

• Tag only what you really feature. If it's not in the video, it shouldn't be tagged.
• Say the product out loud or show it on screen. YouTube's guidelines say tagged products should be easy to spot, clearly shown and mentioned in your content, and used as the manufacturer intended.
• Keep creative control. You choose what to tag and when.

A good test: would you mention this product if there were no commission? If yes, tag it. If no, skip it. Viewers notice the difference.

Trust is the reason this works at all. Our post on why consumers trust influencer product reviews looks at why, and what it means for how you recommend things.

Do you need to tell viewers?

If your video includes paid product placements, sponsorships, endorsements or other content that needs disclosing, YouTube says you have to tell viewers by ticking the paid promotion box in your video details. YouTube also says you and the brands you work with are responsible for following the local legal rules on disclosure. YouTube may remove tags that break its guidelines, and repeated problems could cost you access to the programme.

If you tag products as part of an affiliate campaign, tick the paid promotion box too. In the UK, the ASA and CMA rules on ad disclosure also apply to you, and you're responsible for clearing any music and footage you use. Our guide to UK influencer ad disclosure rules explains what counts as an ad and how to label it. YouTube's page on adding paid product placements, sponsorships and endorsements covers the YouTube side.

Two more rules from YouTube are worth knowing. Don't share your YouTube affiliate links outside YouTube. YouTube says doing so may lead to your affiliate features being suspended. And only tag products that meet the guidelines. Spam tagging can get tags removed.

Sources: affiliate programme overview and tagging products in your content.

How and when is commission reported and paid?

Each retailer sets its own commission rate and attribution window for each product. YouTube shows the percentage beside each product offer, so you can see it before you tag. You may earn commission when a viewer clicks your tagged product and buys on the retailer's site.

Here is what YouTube's help page says about the money:

• Your earnings show in YouTube Studio, where you can also see how your tagged products perform.
• Commission is paid through AdSense for YouTube, within 60 to 120 days of the purchase. The wait is there to allow for returns.
• If a customer returns the product, the commission is reversed. Cancellations, full refunds and exchanges can change what you earn.

Rates and payment timing can change, so check Studio for what applies to your channel.

Sources: affiliate programme overview and get started with shopping on YouTube.

Joining with help from Ritual

You don't need an agency to join YouTube Shopping. YouTube says creators aren't required to work with one. If you'd like help, though, Ritual Network is one of the UK launch partners YouTube selected for YouTube Shopping, and Google has authorised us to support UK creators joining the affiliate programme. We're not YouTube, and being a partner isn't a guarantee of anything for your channel.

Creators of any size can apply to join through us, and we help you get ready. Here's the deal, in plain words:

• It's free, with no minimum posting and no minimum commitment. You can stop any time.
• You keep 100% of your Shopping commission, with nothing deducted. YouTube pays it to you directly.
• It's non-exclusive and covers YouTube Shopping only. You keep full creative control.
• We never need access to your channel, your login or manager permissions, and we never ask for your password.

You can read more on our YouTube Shopping UK page. If you want help with more than Shopping, we also look after channels more widely: see our YouTube management page. That's a separate service, with terms explained on a call. And if you're in the Partner Programme, our post on YouTube Partner Programme changes in 2027 covers what to do before 31 January 2027.

Frequently asked questions

Is YouTube Shopping available in the UK?

Yes. YouTube announced the Shopping affiliate programme for eligible UK creators on 6 August 2026, and its help page lists the United Kingdom. Check Earn in YouTube Studio to see whether you can join yet. YouTube decides who is accepted.

What is the YouTube Shopping affiliate program UK creators can join?

It's the part of YouTube Shopping where you tag products from partner retailers in your videos, Shorts and livestreams. When a viewer buys through your tag, you may earn commission. YouTube runs it and decides who is accepted.

How does YouTube Shopping work?

You tag products in YouTube Studio. Viewers tap the Shopping button on a video or the product sticker on a Short, then buy on the retailer's site. The retailer handles the order, and you may earn commission on eligible purchases.

What is the YouTube Shopping eligibility for UK creators?

You need to be UK-based, not be a music or Made for Kids channel, and follow YouTube's tagging guidelines. YouTube's standard route starts from the YouTube Partner Programme, and its help page has the current requirements. YouTube decides who is accepted.

Can music or Made for Kids channels join?

No. Music channels and Made for Kids channels aren't eligible.

Where do product tags appear?

On long videos, viewers see a Shopping button. On Shorts, they see a product sticker. You can also tag products in livestreams.

Which retailers can I tag products from?

UK retailers include Amazon, Currys, Boots, M&S, Next, Wayfair, Etsy and Debenhams, and AliExpress has announced a partnership. It isn't a complete list, and not every product can be tagged. You can't tag a product if the retailer has removed it, or on videos set as Made for Kids or with a copyright claim.

Can I tag Amazon products on YouTube in the UK?

Yes, if you're eligible. Amazon tagging is available to eligible UK creators, and you need an active Amazon Influencer Programme or Amazon Associates account linked to your channel. Our guide to tagging Amazon products has the steps.

Is AliExpress part of YouTube Shopping in the UK?

AliExpress has announced a partnership with YouTube that includes the UK, and says eligible creators will be able to tag its products. It hasn't published commission rates, and we haven't yet seen it on a YouTube help page, so check YouTube Studio for what's available to you.

How and when do I get paid?

YouTube's help page says commission is paid through AdSense within 60 to 120 days of the purchase, and is reversed if the customer returns the product. Rates are set by each retailer. Nobody can promise earnings or payment dates.

Do I need to tell viewers I'm using product tags?

If your content includes paid product placements, sponsorships or endorsements, YouTube says to tick the paid promotion box in your video details. You and the brands you work with are also responsible for following local disclosure rules. Check YouTube's guidance and your contract terms.

Do I need an agency to join YouTube Shopping UK?

No. YouTube says creators are not required to work with any agency to take part. Ritual can help you get ready, and applying through us is free and open to creators of any size, but you don't have to use us.

Does it cost anything to join through Ritual, and do I keep my commission?

Joining YouTube Shopping through us is free, with no minimum posting or commitment. You keep 100% of your Shopping commission, with nothing deducted. YouTube pays it to you directly through AdSense.

Is it exclusive?

No. Joining through Ritual is non-exclusive and covers YouTube Shopping only, so it doesn't tie you to anything else.

Will I definitely be approved or earn money?

No one can promise either. YouTube decides who is accepted, and what you earn depends on your videos, your audience and the products you tag.

Want help getting started?

If you'd like a hand, email us and we'll take it from there.

Email team@ritualnetwork.com with the subject "YouTube Shopping" and your channel link.

You can also use the form on our YouTube Shopping UK page.

Sources

• YouTube Help, checked 6 Nov 2026
• YouTube Help, checked 22 Oct 2026
• YouTube Help, checked 22 Oct 2026
• YouTube Help, checked 22 Oct 2026
• YouTube Community, TeamYouTube, 6 Aug 2026, checked 6 Nov 2026
• YouTube Help, Amazon tagging, checked 6 Nov 2026
• ChannelX, checked 6 Nov 2026
• AliExpress, via PR Newswire, 20 Oct 2026, checked 22 Oct 2026

The three Shopping stats are YouTube internal data, July 2025. Eligibility through Ritual is set by Ritual and YouTube decides who is accepted.