With many other platforms building their ecommerce resources, YouTube is jumping on the bandwagon with a new e-commerce tool. The popular social networking site expands testing to find a feature that allows viewers to purchase products directly from YouTube live broadcasts.
The feature was initially designed for on-demand videos only. YouTube has been testing the feature since early 2021, allowing only a few trusted creators and brands to test the feature. It looks like the tests have gone well, or at least well enough, for YouTube to be ready to launch the tool to more creators by the second half of the year.
Facilitating product sales for YouTube creators
In the past, if YouTubers wanted to sell products to their videos, they had to do so with affiliate links. Links should be posted to the video description or a pop-up item in the video. After clicking on the link, you will be sent to the company site to purchase the product.
The product purchase process is now incorporated directly into YouTube. Viewers can purchase the items shown in the video by selecting the “View Products” button that will appear in the video. After selecting the button, people will see a list of all the products that appear in the video. While the feature is still in testing, we’ll likely see that it will have a wider version soon.
Right now, platforms like Facebook, Instagram, Snapchat and TikTok are incorporating video buying tools into their user experiences. Clearly, YouTube wants to compete in this industry marketplace. After expanding the availability of this tool and having acquired the Simsim Video app from India, we hope to see soon the platform that will deploy more e-commerce tools. Its parent company, Google, is also investing in its video shopping features, such as a new section on the Google Shopping tab for deals and sales. With Google’s growing interest in e-commerce tools, YouTube is likely to incorporate more tools and features soon.