The Tool Desk
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Choose how you’ll sell
Feature products from your own store
If your channel and store are eligible, connect a supported store to YouTube and enable Shopping features. You can then choose products from your catalog and arrange them for display during a live stream. YouTube’s live-shopping guidance names Shopify, Spring, and selected retailers as examples; the supported-platform list can change, so confirm what is currently available in YouTube’s store-connection instructions.
This route is for creators selling their own catalog. Check what storefront and checkout arrangements apply to the connected platform, along with its current fees and terms.
Tag products from other brands
The YouTube Shopping affiliate program lets eligible creators tag products from participating sellers and earn commissions on qualifying purchases. YouTube’s published criteria include YouTube Partner Program membership, a subscriber threshold, residence in a listed country, and restrictions for music channels, Official Artist Channels, and channels associated with music partners. A channel’s audience must not be set as Made for Kids or include a significant number of videos marked that way. YouTube notes that pilot programs may use different criteria.
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The program page lists Argentina, Brazil, India, Indonesia, Japan, Korea, Malaysia, Mexico, the Philippines, Singapore, Taiwan, Thailand, the United States, and Vietnam. Availability can change; check the Shopping hub in Studio for your account’s current eligibility and participating products. India-based creators can check whether the program is available to their channel there.
In the Studio Shopping hub, eligible creators can browse sellers and products, view offers, and see custom rates when available for their channel. A custom offer is not guaranteed. Commission rates vary and the rate in effect on the purchase date is used for payout, so review the current terms rather than assuming a particular rate.
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Compare the two routes before you commit
| Question | Your own store | Affiliate products |
|---|---|---|
| Whose products? | Your store’s catalog | Products from participating sellers |
| What must you check? | Channel and store eligibility, current platform support, storefront and checkout arrangements, fees, and shipping coverage | Channel eligibility, participating sellers, current commission terms, product availability, and shipping coverage |
| Where to verify? | YouTube Studio and the current store-connection instructions | YouTube Studio’s Shopping hub and the current affiliate program terms |
Product information comes from retailers and can change. Check that products are listed and can ship to the viewers you intend to serve; a tag may not be visible in every country or region.
Set up product tags for a live stream
Desktop: add and arrange products in Studio
- In YouTube Studio, select Create, then Go Live.
- Open the stream’s Stream or Manage area and find the Shopping tab below the preview.
- Search for products and tag the items you plan to feature. Remove any that no longer fit the stream.
- Arrange products in the order you want them displayed. The order in the product picker determines their displayed order.
- Choose which product to pin when you are ready to feature it. You can pin and unpin products, including while live.
For the exact current desktop workflow, see YouTube’s live-stream product-tagging instructions.
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Android: tag before or during the stream
YouTube’s Android instructions allow you to tag products before the stream or while it is live and support up to 60 products. YouTube recommends completing tags at least 30 minutes before going live for the best viewer experience. App interfaces can vary by device; use the current desktop instructions for a desktop workflow.
Prepare the stream so viewers can follow along
- Confirm the channel, store, or affiliate eligibility that applies to your chosen route.
- Check the product listing, stock information, and shipping geography for your intended audience.
- Add and order tags in advance where possible, then decide which product you will pin as you discuss it.
- Show the product clearly and explain what it does, how it is used, and why it belongs in the stream.
- Tell viewers where to find the Shopping control and answer questions plainly.
YouTube says a viewer-facing Shopping control can show products under “Shop for products in this live stream.” YouTube also cautions that changes made during a live stream may not appear immediately for some viewers already watching. Tags added after a stream can appear in the replay.
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Follow the rules for tagged products and stream content
- Make third-party products relevant and prominent. YouTube says they should be meaningfully related to the live-stream subject, featured prominently, and used safely.
- Show what the product is. YouTube’s broader tagging guidance says products should be identifiable, clearly depicted, and shown in line with their intended safe use.
- Handle paid placements properly. Check your contractual obligations and add applicable paid-promotion disclosures.
- Clear rights to everything in the stream. You must own or control the content’s rights or clear them, including necessary music rights.
- Check whether tags can appear on the content. Product tags may not show on content with claimed material, content marked Made for Kids, content with limited or ineligible monetization, paid content, or content blocked for ads.
- Consider the viewer’s location. Tags are visible only in supported countries or regions, and a product must ship to the viewer’s location.
YouTube says repeated noncompliant tagging may lead to loss of Shopping affiliate access. Its guidance is a platform policy, not a guarantee that every product tag will be available to every viewer.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Present products without interrupting the stream
YouTube recommends using a clear call to action, tagging relevant products in the order they appear, pinning featured products, explaining them in detail, demonstrating their use, and answering viewer questions. Treat these as presentation guidance, not a promise of higher sales for every channel.
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- Introduce the product when it naturally fits the subject, rather than displaying a disconnected list.
- Show the item clearly and explain relevant details viewers need to make an informed choice.
- Pin the item while you are discussing or demonstrating it, then move to the next featured product when appropriate.
- Point out where the Shopping control appears and leave room for questions.
YouTube reported 30 billion watch hours of shopping-related videos globally in 2023; that is viewing context, not a sales or conversion measure. YouTube also reported an increase of over 25% in watch time during 2023 for videos that help people shop on YouTube across VOD, Shorts, and live. Neither figure predicts results for an individual creator or stream. YouTube’s 2021 U.S. survey with Talk Shoppe found that 89% of surveyed viewers agreed creators give recommendations they trust; this was a survey of 2,000 adults ages 18–64 among video users, not proof that a particular endorsement will be trusted.
Troubleshoot missing tags or products
A tag does not appear to viewers
- Check the content restrictions: claimed material, Made for Kids status, limited or ineligible monetization, paid content, or ad blocking may prevent tags from showing.
- Check the viewer’s country or region and whether the product ships there.
- If you added or changed a tag during the live stream, allow for the possibility that existing viewers do not see the change immediately.
A product is not available in the picker
- For an own-store product, confirm that the store platform is currently supported and connected in Studio.
- For an affiliate product, check the Shopping hub for participating sellers and products available to your channel.
- Retailer listings and availability can change. Verify the current listing and shipping coverage rather than relying on an old product link or offer.
Your channel cannot access affiliate tagging
Review the published criteria in YouTube Studio, including YPP membership, subscriber threshold, country, channel type, and audience settings. If your channel is in a pilot, the applicable criteria may differ from the general published criteria.
A product is tagged but seems unsuitable
Remove or replace products that are not clearly identifiable, safely presented, prominent, or meaningfully related to the stream. For affiliate products, repeated noncompliant tagging can put affiliate access at risk.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
