You can make a YouTube live stream shoppable in two ways: connect an eligible store and tag your own products, or—if your channel qualifies—join the YouTube Shopping affiliate program and tag products from participating brands. Set up the products in YouTube Studio, feature them during the broadcast, and check what viewers in their country can actually see and buy.
Choose how you want to sell
YouTube Shopping supports two distinct routes. The right one depends on whether you are selling your own merchandise or recommending another retailer’s products.
| Option | How it works | Eligibility and earnings | Where viewers may buy | Best fit |
|---|---|---|---|---|
| Your own products | Connect a supported store or retailer, then tag its products in your stream. | You need access to YouTube Shopping and a supported store integration. Revenue comes from your own product sales. | Your connected store or a supported checkout flow. | Creators with merchandise or products of their own. |
| Other brands’ products | Join the YouTube Shopping affiliate program if eligible, then tag participating products. | Eligibility depends on YouTube Partner Program status, subscriber threshold, country, channel type and audience settings. Eligible purchases may earn a commission; YouTube does not state one universal rate. | A retailer site or YouTube shopping flow, depending on the item and surface. | Eligible creators demonstrating or recommending other brands’ products. |
YouTube names Shopify and Spring as examples of platforms for selling your own products. Check current supported integrations and feature availability in your own YouTube Studio account; examples are not a guarantee that every integration is available to every channel or country. See YouTube’s tips for selling your own products.
Check whether your channel qualifies
For your own store
Check YouTube Shopping availability and supported store integrations in YouTube Studio. Availability can vary by account and location, so do not assume that an integration named in YouTube’s guidance is enabled for your channel.
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For the affiliate program
YouTube’s affiliate-program eligibility page lists these minimum requirements: the channel is in the YouTube Partner Program and meets its subscriber threshold; the creator is based in Argentina, Brazil, India, Indonesia, Japan, Korea, Malaysia, Mexico, the Philippines, Singapore, Taiwan, Thailand, the United States or Vietnam; the channel is not a music channel or Official Artist Channel and is not associated with music partners; and the channel audience is not set as Made for Kids and does not have a significant number of videos set as made for kids.
If your channel meets the requirements, look in YouTube Studio under Earn > Programs for the affiliate program. YouTube says pilot criteria can differ, so the program and invitation shown in your account are the practical check. See YouTube Shopping affiliate program overview and eligibility.
Creator eligibility and viewer shopping coverage are not the same thing. A creator may qualify in one country while viewers’ product visibility, retailer availability and shipping depend on where those viewers are. Check the actual product and viewer-facing experience rather than assuming a tag will be purchasable everywhere.
Tag products in a live stream
Before you go live
- Open YouTube Studio, choose Create > Go live, and select the stream or its management view.
- Open the Shopping tab below the preview.
- Add or remove products, then save. The order in the product picker determines the order products are displayed.
- Plan when to show each item. For other brands’ products, YouTube recommends tagging relevant products in the order they appear and giving viewers a clear call to action.
For your own store, select the products you want to feature. For affiliate tagging, select items available to your account through participating brands and retailers. The desktop and mobile flows differ; follow the controls presented in your current Studio interface. YouTube’s step-by-step instructions are in Tag products in your live streams.
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- Use the Shopping controls to manage the tagged products.
- Pin a featured product when you want to highlight it to viewers.
- Demonstrate or discuss the item clearly, and make the call to action easy to understand.
Some changes made during a broadcast may not appear immediately to viewers who are already watching. If a product does not show up at once, allow for that delay and check the stream’s Shopping controls.
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After the live stream
You can add product tags after the broadcast so they appear on the replay. Review the replay and its product list to make sure the tags match what viewers see in the video.
What viewers see and where checkout happens
Viewers can open the Shopping control on an eligible live stream to review tagged items; pinned products are highlighted. A product shelf may appear below or beside an eligible stream. Depending on the item and the surface, a viewer may see a product preview or be sent to the official retailer’s store. Checkout is not necessarily completed on YouTube. YouTube says it is not responsible for external retailers’ products or transactions.
Visibility, retailer availability and delivery depend on the viewer’s location and whether the product ships there. For details on the viewer experience, see Buy products on YouTube.
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Make each product relevant and clear
- Feature products prominently and make them identifiable in the video.
- Keep products meaningfully related to the stream. Mention them verbally or in text where appropriate.
- Use products safely during demonstrations.
- Review sponsorship agreements and use applicable paid-promotion disclosures.
YouTube says product tags will not show on streams with claimed content or certain music-partner associations; content marked Made for Kids; paid content; streams limited or ineligible for monetization; or streams blocked for ads. Make sure you own or have cleared the rights to all stream content, including any necessary music rights, and follow YouTube’s Community Guidelines and Terms of Service. See YouTube’s product-tagging guidance and affiliate-program guidance.
Troubleshoot missing or ineffective product tags
| What you notice | Likely cause | What to check or do |
|---|---|---|
| The Shopping tab or affiliate products are unavailable in Studio. | Your account may not have Shopping access, may not meet affiliate eligibility, or the relevant integration or program may not be available for your channel or country. | Check Earn > Programs and your channel’s Shopping controls. Confirm your YPP status, subscriber threshold, creator country, channel type and audience settings against YouTube’s current eligibility page. |
| A tag is not visible to viewers. | The stream may include claimed content, a music-partner association, Made for Kids content, paid content, limited or ineligible monetization, or an ad block. | Check the stream’s content and monetization status, music rights, and audience settings. Confirm that the item is still tagged in the stream’s Shopping controls. |
| A change is missing for people already watching. | Some live changes may not appear immediately to current viewers. | Allow for a delay, then check the product controls and what a viewer can see. Add tags after the stream if you need them on the replay. |
| Viewers see the item but cannot buy or receive it. | Retailer availability, shipping and product visibility can depend on the viewer’s country. | Check the item’s retailer destination and shipping coverage for the viewer’s location; do not treat creator eligibility as a guarantee of viewer access. |
| The product list does not match the demonstration. | Products may have been added in the wrong order or may not correspond to what is shown. | Arrange items in the picker in the order they appear, review pinned products during the broadcast, and verify the replay tags afterward. |
Make the stream available around the clock
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Questions viewers and creators often have
Can I earn a fixed commission for affiliate products?
YouTube’s reviewed help pages describe possible commissions on eligible purchases but do not give one universal rate. Check the terms and details shown for your account and products.
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Not necessarily. Product visibility, retailer availability and shipping can vary by viewer location.
Does YouTube require a particular camera or microphone for Shopping?
YouTube’s live-shopping instructions do not make a particular camera, microphone, light or capture card a requirement.
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