YouTube partners with Shopify for new shopping features

YouTube has announced a partnership with e-commerce giant Shopify to bring new shopping features to its popular video-streaming platform. 

The company said the partnership will enable YouTubers to connect their Shopify stores and showcase their products directly on the platform, so that viewers won’t have to head to other websites to browse products. 

Products will be showcased on different columns of the platform, such as under videos, at the end of the videos, and also during live streams. Shopify’s real-time inventory syncing will let users know if the product is still available or out of stock. Creators will be able to manage their products using the tools that are now available within YouTube Studio’s ‘Shopping’ tab.  

While the integration is now available to all eligible creators around the world, users in the United States will also be able to turn on onsite checkout to receive payments directly on YouTube. 

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The company said it’d also roll out a new explore tab in the United States, India and Brazil starting next week, where users will be shown shoppable products they might be interested in.

”We believe creators are the next generation of merchants, and YouTube has been a long-time leader in powering this new cohort of entrepreneurs,” said Kaz Nejatian, Shopify’s VP of Product. ”We’re excited to partner with YouTube, and help scale the creator economy into its next phase of growth.” 

Twitter also announced a similar partnership with Shopify last month to allow merchants reach out to potential customers directly on the popular micro-blogging platform.

And TikTok launched TikTok Shopping last summer in partnership with the Canadian e-commerce giant.