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You can sell products during a YouTube live stream in two ways: connect a supported store to feature your own products, or—if your channel qualifies—tag products from participating retailers through YouTube Shopping’s affiliate program. Check eligibility, product availability, shipping destinations, and current terms in YouTube Studio before planning a stream around product tags.
Choose how you’ll sell
The right route depends on what you’re offering and which features YouTube makes available to your channel. The two options have different eligibility rules and commercial arrangements.
| Route | What you can feature | What to check |
|---|---|---|
| Connect your own store | Products from your store, displayed and tagged through YouTube Shopping. | Whether your store platform or retailer is currently supported, how checkout works, and which viewers can buy or receive the products. YouTube names Shopify, Spring, and selected retailers as examples in its live-shopping guidance; check its current store-connection instructions. |
| YouTube Shopping affiliate program | Products from participating sellers; eligible creators may earn commission on qualifying purchases. | Channel eligibility, available sellers and products, shipping destinations, commission terms, and the merchant’s current offer. Rates and availability can change. |
Selling products from your store
If you own or manage the products, connect a supported store in YouTube Studio and enable Shopping features. YouTube’s available store connections can change, so confirm that your platform is supported before you schedule a stream around it.
Tagging another brand’s products
The affiliate route is for eligible creators who want to tag products from participating sellers. YouTube’s published criteria include membership in the YouTube Partner Program (YPP), meeting the applicable subscriber threshold, and being based in a listed country. Music channels, Official Artist Channels, and channels associated with music partners are restricted; the audience must not be set as Made for Kids or include a significant number of videos marked that way. YouTube cautions that pilot programs can use different criteria. Check the current YouTube Shopping affiliate program details and your Studio Shopping hub rather than assuming you qualify.
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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 as available countries. This list can change. A creator’s eligibility does not mean every product will be available to every viewer: check the seller listing and shipping destination. The Studio Shopping hub may show offers and custom rates for a channel, but neither a specific offer nor a commission rate is guaranteed.
Set up product tags for a live stream
YouTube’s desktop instructions use YouTube Studio’s live control room. Prepare tags before going live when possible: product changes made during a stream may not appear immediately for some viewers.
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- Confirm eligibility and product availability. In YouTube Studio, check the Shopping area for your store connection or affiliate access. Confirm that each product is listed and can ship to the audience you intend to reach.
- Open the live stream setup. In YouTube Studio, select Create and then Go Live. Open the stream’s Stream or Manage area, depending on the interface displayed.
- Add products. Below the preview, open the Shopping tab. Search for products, then tag the ones you plan to feature. Remove any that are no longer relevant or available.
- Set the display order. Arrange products in the picker in the order that makes sense for the stream. You can pin or unpin featured products, including while live.
- Check the live presentation. Make sure each tagged product is identifiable and clearly shown, and that the discussion or demonstration is meaningfully related to it.
YouTube also documents tagging before or during a live stream in its Android app. That app workflow supports up to 60 products, and YouTube recommends completing tags at least 30 minutes before the stream for the best viewer experience. Device interfaces may differ; use the desktop steps above for a desktop workflow. Tags added after a stream can appear in the replay.
Make product tags useful to viewers
- Choose relevant products. For third-party products, YouTube says items should be prominently featured, safe, and meaningfully related to the stream. Its general tagging guidance also says products should be easy to identify and clearly depicted.
- Show and explain the product. Describe what it does, how it is used, and why it fits the stream. Demonstrate it in line with its intended safe use.
- Guide viewers to the Shopping control. Tell viewers where to find the products, make a clear call to action, and answer questions plainly.
- Pin the item being discussed. Pin featured products as you move through the stream; YouTube’s tips recommend pinning multiple featured products during a live stream.
- Keep tags in sync with the presentation. Order products to match when they appear, and avoid relying on a tag change to reach viewers who already joined.
YouTube’s recommendations are presentation guidance, not a guarantee that a particular tactic will increase sales. Its live-shopping tips cite a platform-reported increase of over 25% in watch time for videos that helped people shop on YouTube in 2023; that figure covers videos across VOD, Shorts, and live, and is not a sales or conversion measure. YouTube also reported 30 billion watch hours of shopping-related videos globally in 2023, based on YouTube Internal Data. That figure describes viewing, not purchases.
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Know when tags may not appear
A product tag can be set up correctly and still be unavailable to some viewers or on some content. YouTube says tags may not display on:
- Content with claimed material.
- Content marked Made for Kids.
- Content with limited or ineligible monetization.
- Paid content or videos blocked for ads.
Product tags are also visible only in supported countries or regions, and only when the product ships to the viewer’s location. Retailer product data and stock can change, so check the listing close to the stream.
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Protect your channel and meet disclosure obligations
You need to own or control the rights to your live-stream content, or have the required permissions—including for music. A product tag does not grant permission to use copyrighted material. For paid placements, check your contractual obligations and add the appropriate paid-promotion disclosures. YouTube says repeated noncompliant product tagging may lead to loss of Shopping affiliate access.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Choose between your store and affiliate products
Before committing to either route, answer these questions in YouTube Studio and with the relevant retailer or store:
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- Are you selling inventory you own, or recommending another seller’s product?
- Does your channel meet the requirements for the feature you want to use?
- Are your country and your viewers’ locations served?
- Is the product currently listed, in stock, and shippable to your viewers?
- How do storefront, checkout, fees, commissions, and merchant terms work?
YouTube says affiliate commission rates vary and that payout uses the rate in effect on the purchase date. A rate shown earlier may therefore differ by the time a viewer buys. Its affiliate program information and the seller’s current listing are the places to verify offers and terms.
Or let it run in the cloud
If your stream is a prerecorded video or playlist you want to keep live around the clock, StreamNeo is a separate YouTube-only cloud option—not a way to go live from a camera and not a replacement for YouTube Shopping eligibility or product tags. Upload a recording or build a playlist, add your YouTube stream key once, and go live. StreamNeo loops the uploaded video from the cloud, so nothing has to stay on at home; it supports the uploaded quality up to 4K 60fps at one flat price per slot, automatically recovers if YouTube drops the stream, and the first day is free with no card. The monthly option is $9.99 per month. Start your free StreamNeo day.
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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.
