M&S, Next, Debenhams and Boots join new YouTube shopping programme

YouTube said the new channel would create “an ecosystem where creators, retailers and viewers connect seamlessly” and is being launched ahead of the coming launch of YouTube Shopping, which it said is “rolling out in the coming weeks”.

Retailers like Debenhams, M&S, Boots, Currys, Etsy, Next and Wayfair have all already signed up to the programme.

YouTube said it was expanding its retail offering to help “creators build sustainable, diversified businesses” and to tap into the “creator-led shopping culture [which] is happening at an incredible scale.”

It said 110 million hours of shopping videos are watched annually on YouTube, with a 50% growth in the UK in 2025 alone.

YouTube UK managing director Alison Lomax said: “We are delighted to bring YouTube Shopping to the UK. Our creators are at the heart of everything we do, and this expansion provides them with a powerful way to diversify their earnings while engaging with brands and viewers alike. By bringing our Shopping Affiliate Programme to the UK, we’re strengthening the connection between creators, their fans, and the brands they love, turning trusted recommendations into real growth for everyone.”

YouTube creator Tim Dessaint said: “It’s really exciting to see YouTube bringing shopping to the UK. My community asks me about the items I wear all the time, so this gives me a way to share my honest recommendations in a way that feels organic, not disruptive to the viewer experience. The product tools, such as the interactive stickers and precise timestamps, are well thought out, and they will make integrating products into my content incredibly seamless. This is a monetisation option that actually makes sense: good for the creator, and good for the people watching”.