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YouTube launches Shopping Affiliate Program in Germany with retail partners

YouTube launched its Shopping Affiliate Program in Germany on September 3, 2026, at the YouTube Festival Berlin, enabling creators with at least 500 subscribers to tag products from ten retail partners—including About You, Bonprix, Home24, Kaufland, MediaMarktSaturn, Otto, Shop-Apotheke, Tchibo, Thalia, and XXXLutz—in videos, Shorts, and livestreams. YouTube handles links, tracking, and commissions, with full commission to creators during the introductory phase, while checkout remains on retailer sites. A global experiment showed tagged videos generate over 110% more clicks than description links, and Germany saw over 25 million shopping searches in June 2026. YouTube is also testing auto-optimization to suggest alternative local retailers for tagged products. Amazon has joined the US program, but Amazon tagging is not yet available in Germany; AI tagging is in development. Additionally, the article reports on the Awin Meetup, a BVDW/OVK guide on AI optimization (GEO/AEO), Tradedoubler's Card-Linked Offers insights, and Synatix Group's acquisition of Preisvergleich.de.

• YouTube launched its Shopping Affiliate Program in Germany on September 3, 2026, with ten retail partners and a 500+ subscriber requirement.
• Product-tagged videos generate over 110% more clicks than description links; Germany saw 25M+ shopping searches in June 2026.
• YouTube is testing an auto-optimization experiment to suggest alternative local retailers for tagged products, varying by region.

Marks & Spencer gives European logistics to Zalando's Zeos

Marks & Spencer (M&S) is expanding its cooperation with Zeos, Zalando’s B2B logistics brand, by handing Zeos fulfilment for M&S’s Direct-to-Consumer online business across 22 continental European markets, including Germany, France, the Netherlands and Spain. The partnership, which began in 2022 as a marketplace cooperation, evolves into a channel-agnostic logistics model built around a centrally pooled inventory. Zeos will provide logistics and technology services such as shipping and returns, and says a Poland pilot raised demand by 22% and improved conversion by 97%. Zeos also claims up to 58% lower shipping costs and up to 77% faster return processing. The deal signals Zalando’s push to monetise its logistics network as a service for other retailers and supports M&S’s international growth strategy.

• Zeos will handle fulfilment for Marks & Spencer’s Direct-to-Consumer online business in 22 continental European markets.
• Key initial markets include Germany, France, the Netherlands and Spain.
• The M&S–Zeos cooperation dates back to 2022, when Zeos processed M&S orders via marketplaces (Zalando, About You) and later Amazon.

bonprix Expands Partner Commerce with DEICHMANN

bonprix, the fashion subsidiary of the Otto Group, is expanding its partner-commerce strategy by selling selected women's apparel on deichmann.de. The cooperation started with selected items in May 2026, added a seasonal Trachten capsule in August, and a further women's collection is planned for September, according to bonprix. The move is part of bonprix’s shift from a pure D2C focus toward a mixed distribution approach via a permanent "Partner Commerce" unit, evolved from the "Beyond D2C" program launched in early 2025. DEICHMANN gains the ability to offer outfits and larger baskets while bonprix accesses the retailer’s European reach. bonprix is already available via otto.de and ABOUT YOU, and is testing partner channels as a complementary sales pillar to its own shops and apps.

• bonprix began selling selected women’s items on deichmann.de in May 2026 and added a Trachten capsule in August 2026; a further women’s collection is planned for September 2026.
• bonprix created the permanent unit 'Partner Commerce' from the 'Beyond D2C' program (started in early 2025) to consolidate marketplace and B2B activities.
• Since November (year not specified in article) bonprix is present on otto.de with around 2,000 items at launch; in June 2026 bonprix listed about 200 products on ABOUT YOU.

PUMA CCO Matthias Baeumer to step down from Management Board

PUMA announces that Chief Commercial Officer Matthias Baeumer will step down from the Management Board, effective as of the announcement date. This is a significant executive leadership change.

PUMA appoints Steve Cecchini to lead global Sports Marketing

PUMA has appointed Steve Cecchini to lead global Sports Marketing, as announced on the newsroom page. This follows the departure of Johan Adamsson, VP Global Sports Marketing & Sports Licensing.

Tom Noble builds wine brand in public, crowdsources opinions

British entrepreneur Tom Noble, previously behind viral coffee chain Flat White or F*ck Off, is now building Chateaunoble, a wine brand, publicly on LinkedIn and Instagram. After the coffee venture's financial struggles, he pivoted to wine, sourcing 150 bottles for £4,600. He uses social media for market research, adjusting strategy based on follower feedback. Noble aims to leverage his growing creator profile to drive sales, with plans for a podcast and even an airline idea. His approach highlights the blurred line between content creation and real business, emphasizing that views don't equal revenue.

• Tom Noble founded Chateaunoble, a wine brand, after the coffee venture Flat White or F*ck Off made £5,500 against £27,000 costs.
• He spent £4,600 to acquire 150 bottles of wine, with potential revenue of around £7,000.
• Noble reached 46,000 Instagram followers and 30 million views for Flat White or F*ck Off.