Gunjan Soni made the remarks in an interview with NDTV's Shiv Aroor on Tuesday, after YouTube India released its 2025 impact report. The report credits the platform with ₹18,000 crore of India’s GDP and notes that shopping‑related watch time jumped 55% from the previous year. Nearly 450 million logged‑in users have searched for shopping content on YouTube, signalling a hunger for seamless buying experiences.
Soni clarified that YouTube is not aiming to become an e‑commerce marketplace. Instead, the company is building an infrastructure that lets merchants and creators collaborate, with the platform acting as a conduit rather than a vendor.
Under the new system, creators can now tag real products and brands directly in their videos. When a viewer clicks the tag, they’re routed to the merchant’s site to complete the purchase, and the creator earns a commission on the sale. This model promises to boost the retail economy, which is projected to grow rapidly across India.
The MD highlighted that YouTube is also introducing a feature that lets brands identify and amplify organically pre‑tagged content. "It’s like a testing lab at scale," she said, adding that the platform will provide training and support to help creators and brands make the most of the new tools.
Soni cited 'Simple Ghar' as an example of a creator who has turned a modest channel into a seven‑language media company employing 35 people. "Seeing creators become entrepreneurs gives us a lot of excitement," she added, hinting that the trend will fuel the country’s digital economy.
YouTube plans to roll out the product‑tagging feature across its Indian user base next quarter, with a pilot launch in select cities to fine‑tune the user experience. Merchants and creators are expected to sign up for the program in the coming months.