You can sell on YouTube Live by tagging products during a livestream—but the setup depends on what you are selling. To promote your own inventory, connect an eligible store to YouTube. To promote another brand’s products for commission, qualify for YouTube Shopping’s affiliate program. In either case, product tags are not available to every channel or viewer, so check eligibility and test the Shopping controls before you plan a sales-focused stream.
Choose how you want to sell
YouTube Live Shopping supports two distinct approaches. The first is to feature products from your own connected store; the second is to tag eligible products from participating retailers and potentially earn commission on qualifying purchases.
| Decision | Sell your own products | Promote other brands’ products |
|---|---|---|
| What viewers see | Products from your connected store or retailer | Products listed by participating retailers or brands |
| Setup | Connect a store or retailer supported by YouTube | Meet YouTube Shopping affiliate eligibility and join through YouTube Studio |
| How revenue works | Purchases follow the connected store’s available YouTube shopping flow and terms | Eligible purchases may earn commission; rates vary by product and merchant |
| Key checks | Store support, channel eligibility, product availability and shipping | Country, YouTube Partner Program (YPP) and subscriber criteria, channel restrictions, and participating products |
YouTube also documents a separate Amazon product-tagging route for qualifying creators in the United States, Brazil, and India. It has additional account requirements described below.
Check whether your channel can use Shopping
Before building a stream around product tags, open YouTube Studio and check whether the Shopping controls and relevant program are available to your channel. YouTube’s YouTube Shopping affiliate program overview lists the YPP, subscriber-threshold, location, and channel-content requirements. Because availability and pilot criteria can vary, the options shown in your account are the practical check for your channel.
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The overview lists Argentina, Brazil, India, Indonesia, Japan, Korea, Malaysia, Mexico, the Philippines, Singapore, Taiwan, Thailand, the United States, and Vietnam as locations for eligible creators. Affiliate access requires YPP membership and the applicable subscriber threshold. The program excludes music channels, Official Artist Channels, channels associated with music partners, and channels whose audience is set as Made for Kids or that have a significant number of videos set as made for kids. Do not assume that a channel in a listed country automatically qualifies.
Check the stream and audience too
Even if your channel has access to Shopping, a tag may not appear in every stream. YouTube says tags may be unavailable for streams with claimed content or music partner associations, a Made for Kids designation, limited or ineligible monetization, paid content, or an ad block. Rights clearance—including music rights—is your responsibility. Viewers also see tags only in supported regions, and a product must be shippable to their location.
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Connect your store or join the affiliate program
If you are selling your own inventory
- Check YouTube’s current guidance for connecting your store to YouTube and confirm that your store platform or retailer is supported.
- Follow the connection steps for that store and the channel eligibility instructions shown in YouTube Studio.
- Confirm that the products you plan to feature are listed and can be offered to your intended viewers. The retailer or store determines product details, availability, pricing, and purchase terms.
If you are promoting other brands’ products
- Review the YouTube Shopping affiliate program requirements and check the Shopping area in Studio for your channel’s access.
- Use eligible products from participating retailers and select the correct retailer listing. A product being available somewhere online does not mean it can be tagged through YouTube.
- Check the current offer and commission details in Studio. Rates differ by product and merchant and can change; YouTube says the applicable rate is the rate on the purchase date. Do not promise viewers or collaborators a fixed commission or earnings outcome.
Amazon product tagging
YouTube describes Amazon tagging for creators who are in YPP and the YouTube Shopping affiliate program in the United States, Brazil, or India. U.S. creators also need an active Amazon Influencer Program or Amazon Associates account linked to the YouTube channel. Check your Studio account for current availability and account requirements before planning around Amazon products.
Choose products and prepare the stream
- Tag products that accurately match what you show. YouTube advises featuring products prominently, using them safely, and choosing items meaningfully related to the livestream topic.
- Follow any paid-placement agreements and YouTube’s applicable disclosure requirements.
- Make a simple run-of-show: decide which products you will demonstrate, when you will mention them, and which product should be featured first.
- Test audio, video, and equipment with an unlisted stream before the event. A tripod or similar accessory can help reduce camera shake, but it is optional. YouTube’s advice to new streamers is: “You do not need expensive equipment, what you have at hand will do.”
YouTube reported that watch time for videos that help people shop on the platform increased by more than 25% in 2023 across VOD, Shorts, and live content, and that shopping-related videos generated 30 billion watch hours that year. These are platform viewing figures—not livestream-only growth, sales conversions, or a forecast of what a creator will earn. See YouTube’s live streaming tips for its preparation guidance.
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Add, order, and pin product tags
- In YouTube Studio, open the scheduled or active stream’s Shopping tab.
- Search for the product, select the correct listing, add the tag, and save. For an own-store stream, use products from the connected store; for affiliate promotion, choose a participating retailer’s listing.
- Order the tagged products to match the stream’s presentation. You can pin a featured product during the livestream. YouTube says, “You can tag multiple featured products to highlight them during your live stream.”
- Complete tagging well before you go live. YouTube’s mobile guidance warns that changes made during a live stream may not appear to some viewers.
- After the stream, add any relevant product tags so they can appear in the replay.
For the current control details, use YouTube’s guide to tag products in your live streams.
Explain how viewers buy—and review results carefully
Viewers can open the Shopping product list and continue to the retailer’s site. For your own catalog, the connected store’s available YouTube shopping flow applies. Retailers, not YouTube creators, determine product details, stock, price, shipping availability, warnings, and purchase conditions; those details may change.
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After the stream, review the available Shopping and affiliate information in Studio. Commission rates and offers can change, and a platform viewing statistic does not establish that a particular stream will convert viewers into buyers. Treat any sales or commission estimate as uncertain unless it is based on your own channel’s actual results.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Troubleshoot missing tags or weak product visibility
- Shopping tab or affiliate option is missing: Check the channel’s country, YPP status, subscriber threshold, content restrictions, and current Studio eligibility. Program availability can vary.
- A tag is unavailable or does not appear to viewers: Check for claimed content, music partner association, Made for Kids settings, limited monetization, paid content, or an ad block. Also check whether the viewer is in a supported region and whether the product ships there.
- The product cannot be found: For affiliate tags, search participating retailer listings and select the correct item. For own-store tags, verify the store connection and product listing.
- Tags added during the stream are not visible to some viewers: Finish product tagging and ordering before going live; mobile guidance notes that live changes may not appear for everyone.
- A viewer reports a different price or unavailable item: Retailer prices, stock, shipping, and purchase terms can change and vary by location. Check the retailer’s current listing rather than promising a universal price or delivery option.
- Music or other content creates a rights issue: Clear the relevant rights before streaming. Product tagging does not grant permission to use copyrighted music or other content.
Or let it run in the cloud
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