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Lead DevelopmentFACT · 4/5•26 Aug '26•Via AffiliateBLOG.de

YouTube Shopping Arrives in Europe, Impacts Affiliate Marketing

YouTube has expanded its Shopping affiliate program into Europe, launching in the UK in July 2026. The program allows creators to tag products directly in videos, Shorts and livestreams and earn commissions on qualifying purchases. Early retail partners include M&S, Boots, Currys, Next, Etsy and Wayfair, and YouTube is working with affiliate network Awin for technical integration. YouTube reduced the Partner Program threshold to 500 subscribers, opening the program to smaller creators. Third-party platforms such as impact.com are integrating with YouTube’s Creator Partnerships API to help brands discover creators and measure performance. The move further blurs content and commerce, creating a new publisher category for affiliate managers and a measurable creator-driven performance channel for advertisers.

•YouTube launched the YouTube Shopping affiliate program in the UK in July 2026.
•Early participating merchants named include M&S, Boots, Currys, Next, Etsy and Wayfair.
•YouTube is working with affiliate network Awin for technical integration and processing.

Entities:YouTube M&S Currys NEXT Etsy Wayfair Awin impact.com xpose360

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