YouTube willa new feature that will allow viewers to shop for products directly from Livestream videos. The part will with just a handful of creators and brands. The company says an expansion of the integrated shopping experience YouTube began beta testing earlier this .
That feature was designed only for on-demand videos, and allowed viewers to tap into the “credibility and knowledge” of trusted creators in order to make informed purchases, the company explained at the time. It said it would roll out to more creators throughout 2021. More recently, live streamed shopping with a one-day shopping event focused on small businesses.
For years, YouTube’s online stores through the video’s description or in-video elements, like cards or end screens.has been a powerful tool for product discovery, as its over 2 billion logged-in users per month turn to the service to watch product reviews, demos, unboxings, shopping hauls, and other content that could inspire future purchases. But creators who wanted to sell from their YouTube videos would often have to promote affiliate links to
In more, YouTube also introduced a merch shelf that would allow viewers to shop a set of specific products the creator selected. Meanwhile, the integrated shopping experience will enable viewers to shop the products itself by tapping on a “view products” button, which brings up a list of the items being featured.
Thisto better compete with the growing number of video shopping experiences available from startups and competitors, including Facebook, Instagram, TikTok, Pinterest, Amazon, and Snapchat. Many of those include support for Livestream videos, too.
Over the past year, for example, startups like Bambuser, Popshop Live, Talkshoplive, Whatnot, and others have raised multi-million dollar rounds to invest in their ownshopping businesses. Meanwhile, Shopping Fridays to test live shopping within the beauty, fashion, and skincare space. And Walmart partnered with TikTok on Livestream shopping events on multiple occasions.
YouTube’s own interest in this space has been heating up, as well, as just this, the company announced it was acquiring Indian video shopping app Simsim — an indication of Google’s interest in further integrating video shopping experiences into its own platform. business, which included one effort from Shoploop, a video shopping product that graduated from Google’s in-house incubator, Area 120.
The expansion of YouTube’s integrated video shopping experience wasShopping features, including a new section that organizes deals and sales on Google’s Shopping tab, which will be free for merchants who want to list.