YouTube has partnered with Shopify to enable direct shopping

YouTube has introduced a new shopping destination in the explore tab to feature relevant shoppable content for viewers in the US, Brazil and India, with additional countries to roll out later this year. To do this, YouTube has partnered with Canadian e-commerce enabler, Shopify.

“We know that creators and viewers have a unique relationship and it’s this trust between them that helps inform what viewers ultimately buy,” said David Katz, Vice President Shopping Product, YouTube. “In fact, according to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust, so it’s important that everything that we’re working on in YouTube Shopping is in support of ensuring a seamless viewer and creator experience.”

Now, all eligible creators can access live shopping features like directly tagging products on a live stream from the Live Control Room. Eligible creators can link their Shopify store to their YouTube channel in just a few steps.

Bharati Balakrishnan, Shopify’s Country Head and Director for India said in a statement, “Where consumers spend time is where they spend money and Shopify’s partnership with YouTube unlocks new pathways for Indian merchants to reach consumers here and around the world with new and engaging video content.” Shopify research found that more than half (56%) of Indian consumers will connect with brand-created content, including entertainment videos this year. It added that nearly 48% expect to attend a live shopping event this year, more than double the number (23%) of people who did so in 2021.

YouTube will continue to expand shopping across Live, Shorts and long-form video to help more creators connect with their viewers and fans.

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