How Youtube is challenging Instagram's social commerce dominance

Youtube launched Shopping in India in October 2024, and within a year, 40% of eligible creators adopted it. The platform is betting on high-intent audiences who research before buying—unlike Instagram's impulse-driven model.

By building shopping infrastructure in-house and partnering with Flipkart and Myntra, Youtube offers creators high commissions.

The shift is democratizing income for micro-creators, while affiliate GMV exploded from Rs 10 crore to Rs 300 crore in two years.
Youtube isn't trying to beat Instagram at its game—it's doubling down on what it does best.

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