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YouTube pilot tests new shopping feature, it will enable users to shop for products via livestream videos. The feature will initially be available for select creators and brands, to offer an integrated shopping experience. YouTube started the beta testing earlier this year.
Earlier YouTube tested a Livestream shopping feature with a one-day shopping event aimed at small businesses.
At the start of the beta testing, the company claimed it was designed for on-demand videos. It allowed viewers to explore the “credibility and knowledge” of trusted creators in order to make informed purchases and the feature will be rolled out to more creators over the course of 2021.
With more than 2 billion logged-in users per month, YouTube is a powerful tool for product discovery. Users actively watch numerous videos related to product reviews, demos, unboxings, shopping hauls, and other content that inspires future purchases.
Traditionally creators used to promote affiliate links to online stores to sell from their YouTube videos. They would add these through video description or in-video elements, like cards or end screens.
Recently YouTube introduced a merch shelf, it allowed viewers to shop a set of specific products the creator selected.
The latest feature will allow viewers to shop the products shown in the video simply by tapping on a “view products” button. This will bring up a list of the items being featured.
The latest shopping feature will give YouTube a competitive edge over its competitors in the video shopping space such as Facebook, Instagram, TikTok, Pinterest, Amazon and Snapchat.
YouTube is not the only one experimenting with Livestream shopping, Facebook recently launched Live Shopping Fridays for beauty, fashion, and skincare products. Walmart partnered with TikTok on Livestream shopping events on multiple occasions.
YouTube announced its integrated video shopping experience today along with new Google Shopping features. It also includes the addition of a new section that organizes deals and sales on Google’s Shopping tab, this will be free for merchants who want to list.