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MerchGarage, a creator-driven merchandise and social commerce platform backed by One Digital Entertainment, has partnered with YouTube with an end-to-end integration to introduce listing and discoverability as well to enable transactions for creators’ merchandise on their respective YouTube channels and videos.

This enables MerchGarage’s onboarded creators, which includes some top celebrities and artists, to integrate their merchandise and enable social commerce on their YouTube channels.

YouTube’s Merch Shelf allows the creator to connect their merchandise at MerchGarage with their YouTube channel so that their merchandise is available all across the channel, featuring their merch underneath their videos in a store tab on their channel page.

This will ensure that the fans and viewers can now easily discovery merchandise of their favourite creator right on YouTube while watching the content and will further boost the creator economy by creating an additional source of revenue and engagement.

The latest merch launch includes apparels and products by India’s biggest pop artists and brands including Badshah for his EP Retropanda, leading creator and actor Prajakta Koli, cricketer Yuvraj Singh, Marathi content creators Bhadipa, the Bollywood digital community InstantBollywood, Chef Saransh Goila, Manoj Muntashir, Euphoria, Zaeden, Sejal Kumar, Pearle Maaney as well as Dharma Productions for the 20 years of the iconic movie ‘Kabhie Khushi Kabhi Gham’, along with recently launched merchandise for Pepsi and many more.

“Since last decade One Digital entertainment has been at the forefront of Asia’s Creator Economy boom. Staying true to our core philosophy of building diverse business and engagement opportunities for the creators and fans, MerchGarage has been empowering a variety of creators to run their merchandise stores while all the logistics from designing, product selection, tech platform, shipping, returns and customer care are being managed by us. Integrating with YouTube’s MerchShelf is a milestone which will also help and create a platform for the fans to stay connected with their favourite creator in a more immersive way,” said Gurpreet Singh, Co-Founder One Digital Entertainment and MerchGarage.