The American tech giant, Google is planning to make YouTube a shopping destination along with the video-sharing platform.
The pandemic has undoubtedly accelerated online shopping and the digital transformation of many businesses. Google plans YouTube to become the new eCommerce and will start selling products through video creators, placing a tag on the articles that appear in audiovisual material, which will take users to the corresponding store.
The goal is to convert YouTube’s bounty of videos into a vast catalog of items that viewers can peruse, click on and buy directly, according to people familiar with the situation. The company is also testing a new integration with Shopify Inc. for selling items through YouTube.
The company is testing these features with a limited number of video channels. Creators will have control over the products that are displayed, the spokesperson said. The company described this as an experiment and declined to share more details, according to YouTube’s Spokesperson.
“YouTube is one of the least utilized assets,” said Andy Ellwood, President of eCommerce startup Basket. “If they decided they want to invest in it, it’s a huge opportunity for them.”