YouTube to launch in-app live-streaming shopping feature

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 16, 2021, 5:42 PM UTC

The company plans to introduce more interactive elements to improve the live stream shopping experience.

For the holidays, YouTube is preparing to launch a series of live streaming features to allow users in-app shopping. The platform's live-streaming feature will also help connect with influencers and celebrities in real-time.

The company hopes that the in-app live-streaming shopping capability will make hosting a live shopping stream accessible for anyone with a mobile device and a product. The product designers for YouTube Shopping, Wendy Yang and Lax Poojary, stated that they intend to expand the platform's live-stream initiatives.

The company plans to benefit from the confidence it has among its users, as 87% of consumers who shop or browse on YouTube obtain the highest quality information about items, as per Yang. Users can create shopping streams to monetise their products.

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