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Choose how you want to sell
The right route depends on whether you are selling your own merchandise or recommending another brand’s product. The setup, eligibility, and commercial terms are different.
| Route | What you do | What to verify |
|---|---|---|
| Your connected store | Connect a supported store or retailer, then select and order products to display during the live stream. | Whether your store platform is currently supported, which products are available, and how storefront, checkout, and shipping work for your viewers. |
| YouTube Shopping affiliate program | Choose products from participating sellers and tag them. You may earn commissions on qualifying purchases under the applicable terms. | Whether your channel and country qualify, whether the product is listed and ships to the viewer, and the current seller terms and commission shown in Studio. |
Selling products from your own store
YouTube’s live-shopping guidance names Shopify, Spring, and selected retailers as examples of store connections. The supported-platform list can change, so use YouTube’s current store-connection instructions to check availability before you build your workflow around a particular platform. Connecting a store does not by itself guarantee that every product will be visible or shippable to every viewer.
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, meeting the applicable subscriber threshold, being based in a listed country, and not being a music channel, Official Artist Channel, or associated with music partners. The audience must not be set as Made for Kids or include a significant number of videos marked that way. YouTube notes that pilot programs may use different criteria; check the current YouTube Shopping affiliate program requirements and your Studio account rather than assuming eligibility.
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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. Availability can change. The Shopping hub in Studio is the practical place for eligible creators to browse participating sellers, products, offers, and any custom rates available to their channel. A custom offer is not guaranteed, and you do not have to join a campaign that does not fit your content.
Check eligibility, products, and audience reach
Do these checks before promoting a product in a scheduled stream. Product listings and merchant information can change, and a tag is useful only if the intended viewer can actually see and buy the item.
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- Confirm the route in YouTube Studio. Check that your store connection or affiliate Shopping access is available for your channel.
- Check where the item can be bought. Verify the product listing, stock information, and shipping geography in the platform and merchant listing. Tags appear only in supported countries or regions and where the product ships to the viewer.
- Review the terms that apply to the sale. Store checkout arrangements, merchant terms, fees, and affiliate commissions depend on the route and current listing. Commission estimates may change; YouTube says payout uses the rate in effect on the purchase date.
- Make sure the product belongs in the stream. Viewers should be able to understand its connection to the subject and see it clearly, not encounter an unexplained or unrelated tag.
Tag products in a YouTube live stream
On desktop
- Open YouTube Studio, select Create, then Go Live.
- Open the stream’s Stream or Manage area.
- Below the preview, open the Shopping tab. Search for products and tag the items you want to feature, or remove tags you no longer want.
- Arrange the products in the order you want them displayed. The order in the picker determines their display order.
- Pin or unpin a featured product as you move through the stream. When possible, prepare the tags before going live: YouTube cautions that changes made during a live stream may not immediately appear for some viewers who are already watching.
You can also add tags after the stream; YouTube says those tags can appear in the replay. For current desktop steps and interface details, consult YouTube’s live-stream product-tagging guidance.
On Android
YouTube’s Android instructions allow creators to tag products before a stream or while it is live. The app supports up to 60 products, and YouTube recommends completing tags at least 30 minutes before the stream for the best viewer experience. App controls can vary by device, so check the current instructions in YouTube Help if your screen differs.
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Make product tags eligible to appear
Adding a tag in Studio does not guarantee that every viewer will see it. YouTube says product 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 visibility also depends on supported regions and whether the product ships to the viewer.
- Use products that fit the stream. For third-party products, YouTube calls for items that are prominently featured, safe, and meaningfully related to the stream’s subject.
- Show the item clearly and safely. YouTube’s general tagging guidance says products should be identifiable, prominent, meaningfully related, clearly depicted, and shown in line with their intended safe use.
- Handle paid placements and rights properly. Check contractual obligations for paid placements and use the appropriate paid-promotion disclosures. You must own or control the rights to the stream or clear them, including necessary music rights.
- Follow tagging rules consistently. YouTube says repeated noncompliant tagging may lead to loss of Shopping affiliate access.
Review YouTube’s live-shopping guidance and product-tagging policies for the current rules. If a tag is missing, check the content’s eligibility, the viewer’s region, and the product’s shipping availability before assuming the tag was added incorrectly.
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Present products clearly during the stream
YouTube recommends using a clear call to action, tagging relevant products in the order they appear, pinning featured items, explaining products in detail, demonstrating their use, and answering viewer questions. These are platform recommendations, not a guarantee of sales results.
- Set an order. Put the products in the sequence viewers will encounter them, so the Shopping list is easier to follow.
- Introduce each item plainly. Explain what it is, what it does, and why it belongs in this stream. If it is your own product, be clear that it is yours; if it is an affiliate recommendation, do not imply that you made it.
- Show the product in context. Make it visible, demonstrate it only as intended, and avoid claims you cannot substantiate.
- Pin the item under discussion. Pin a featured product when you turn to it, then unpin or change the featured item as the stream moves on.
- Direct viewers to the Shopping control. Tell them where to find the products and answer practical questions, including availability or shipping, without promising what you have not verified.
YouTube reported 30 billion watch hours of shopping-related videos globally in 2023; this is viewing context, not a sales or conversion figure. Its 2023 live affiliate tips also cited an over-25% increase in watch time for videos that help people shop, across VOD, Shorts, and live. Neither figure predicts how an individual stream or product will perform.
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When a tag does not appear
- The channel cannot access the feature: check the applicable store or affiliate eligibility in YouTube Studio. Affiliate criteria, country availability, and pilot rules can differ.
- The product is not available to that viewer: check the viewer’s region and whether the retailer ships there. A tag may be available to one audience location and not another.
- The stream’s content is ineligible: check for claimed material, Made for Kids status, limited or ineligible monetization, paid content, or an ad block that prevents tags from displaying.
- A tag was changed while the viewer was watching: changes during a live may not appear immediately for some existing viewers. Prepare tags ahead of time where possible.
- The product is unrelated, unclear, or unsafe in context: choose a meaningfully related item, show it clearly, and follow its intended safe use.
- The stream uses material you do not have rights to: clear the necessary rights, including music rights, before streaming. Rights issues can also affect whether tags display.
Or let it run in the cloud
If you want a recorded program to keep playing on YouTube while you focus on presenting products, StreamNeo is a cloud service for looping uploaded videos on a YouTube channel; it does not stream a live camera. Upload a recording or build a playlist, add your YouTube stream key once, and go live. Your computer and home connection do not have to stay on, and StreamNeo can automatically recover if YouTube drops the stream.
Every slot streams the upload as made, up to 4K 60fps, at one flat price per slot with no re-encode or quality tiers. The first day is free with no card. The monthly option is $9.99 per month. StreamNeo keeps the video stream running; YouTube Shopping eligibility, product tags, and the rights and content rules above still apply. 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.
