YouTube tests live-stream shopping tools

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2021, 2:06 AM GMT+0

The test is part of the platform’s efforts to expand its existing creator monetisation and ecommerce tools.

YouTube is set for the initial testing of live-stream shopping tools with a small number of selected creators. Google explained the test was first available on videos on demand and they are now “piloting this experience on live-streams with a handful of creators and brands.”

One of the aims is to increase product discovery on YouTube. With 33% of shoppers saying they have purchased products after discovering them on YouTube, this update seems crucial and relevant for brands.

YouTube has already started testing ecommerce product listings beneath videos and new AR Try-On ads. The test comes at a time when users are becoming increasingly comfortable seeing and buying products within social apps.

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