YouTube is reportedly testing out features which will allow viewers to get products directly from videos. The goal is to show the platform into a serious shopping destination to rival Amazon.
Some creators are already testing tools on YouTube that allow them to tag products featured in videos. the info from these videos can then be tracked to ascertain how these products performed. With the tools in situ , viewers are going to be ready to click on products that appear in videos and buy them right there.
In addition to its own tools, Google is reportedly testing ways to integrate Shopify, a turnkey online store provider, into its platform. YouTube apparently tested Shopify integration last year, allowing some creators to list as many as 12 items purchasable on a digital carousel below their videos.
It’s unclear how YouTube plans to get revenue from direct sales, but creators will seemingly get a percentage of any sale that’s made through the new initiative, allowing them to diversify revenue beyond ads. the entire initiative provides the platform as an entire to pivot into an area that one expert told Bloomberg is underutilized by YouTube.
YouTube has apparently considered turning the platform into a shopping destination for a short time , but was unable to execute it within the right way. With the pandemic, however, Bloomberg claims that falling marketing budgets combined with growing e-commerce interest has made the initiative a priority.
YouTube is already a $15 billion-a-year business, so opening it up to e-commerce has the potential to boost that figure to new heights. The platform is already crammed with creators who promote products through affiliate links, including from Amazon, and it seems like pretty soon viewers could purchase products directly from the platform.