YouTube will begin pilot testing a new feature that will allow viewers to shop for products directly from livestream videos. The feature will initially launch with just a handful of creators and brands, the company says, and is an expansion of the integrated shopping experience YouTube began beta testing earlier this year.
That feature was designed only for on-demand videos, and allowed viewers to tap into the “credibility and knowledge” of trusted creators in order to make informed purchases, the company explained at the time. It said it would roll out to more creators over the course of 2021.
More recently, YouTube tested livestreamed shopping with a one-day shopping event focused on small businesses.
YouTube’s video platform, for years, has been a powerful tool for product discovery, as its over 2 billion logged-in users per month turn to the service to watch product reviews, demos, unboxings, shopping hauls, and other content that could inspire future purchases. But creators who wanted to sell from their YouTube videos would often have to promote affiliate links to online stores through the video’s description or in-video elements, like cards or end screens.
In more recent years, YouTube also introduced a merch shelf that …read more
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