YouTube Shopping Livestreams: Pilot Test with Creators

YouTube to Introduce Livestream Shopping Pilot Program

YouTube is initiating a pilot program to enable viewers to purchase products directly within livestream videos. This new functionality will initially be available to a limited group of content creators and brands.

Expanding the Integrated Shopping Experience

This launch represents an extension of the integrated shopping features YouTube began testing in beta earlier this year. The initial iteration of this shopping experience was focused exclusively on pre-recorded, on-demand videos.

The original design aimed to leverage the trust and expertise of creators, allowing viewers to make well-informed purchasing decisions. A wider rollout to more creators was planned throughout 2021.

Recent Livestream Shopping Tests

Prior to this announcement, YouTube conducted a test of livestreamed shopping through a dedicated one-day event specifically designed to support small businesses.

YouTube as a Product Discovery Platform

For many years, YouTube has served as a significant platform for product discovery. With over 2 billion monthly logged-in users, the service is frequently used to access product reviews, demonstrations, unboxing videos, and shopping hauls.

Previously, creators seeking to sell products through their videos often relied on promoting affiliate links in video descriptions or utilizing in-video elements like cards and end screens.

The Introduction of the Merch Shelf

In recent years, YouTube also introduced a merch shelf, providing viewers with the ability to purchase a curated selection of products chosen by the creator.

How the Integrated Shopping Experience Works

The integrated shopping experience allows viewers to directly shop for items featured in a video. A “view products” button enables access to a list of the showcased products.

Competition in the Video Shopping Landscape

This new feature positions YouTube to more effectively compete with the increasing number of video shopping platforms offered by both startups and established companies. Competitors include Facebook, Instagram, TikTok, Pinterest, Amazon, and Snapchat.

Many of these platforms also support livestream shopping functionality.

Growth of Live Video Shopping Startups

Over the past year, numerous startups, such as Bambuser, Popshop Live, Talkshoplive, and Whatnot, have secured substantial funding to develop their live video shopping businesses.

Facebook has also been actively testing live shopping, launching “Live Shopping Fridays” focused on beauty, fashion, and skincare.

Furthermore, Walmart has collaborated with TikTok on multiple livestream shopping events.

YouTube’s Increasing Investment in Video Shopping

YouTube’s interest in this area is growing, as evidenced by its recent acquisition of Indian video shopping app Simsim. This acquisition signals Google’s commitment to integrating video shopping experiences into its platform.

Google has also incorporated video shopping into its Shopping search results, including initiatives from Shoploop, a video shopping product developed within Google’s Area 120 incubator.

New Google Shopping Features

The expansion of YouTube’s integrated video shopping experience was announced alongside other new Google Shopping features. These include a dedicated section for organizing deals and sales, available to merchants free of charge.