YouTube Gets a Bigger Shopping Cart: Pacts With Shopify, Expands Live Ecommerce Tools to All Creators

Rafael Henrique/SOPA Images/LightRocket via Getty Images YouTube already soaks up billions of hours of the world’s attention. Now the video giant also wants to hoover up a bigger piece of consumers’ online purchases.

Looking to grease the ecommerce wheels, the platform is introducing new tools within YouTube Studio’s Shopping tab so that creators can more easily manage how their products are tagged and appear across their channel. In addition, all creators eligible for YouTube’s merchandise program can now access live shopping features, like the ability to tag products to a livestream directly from the Live Control Room panel.

And YouTube also has inked a partnership with Shopify , a provider of ecommerce services, to let creators and merchants feature their products across their YouTube channels and content. Creators can now link their Shopify store to their YouTube channel in just a few steps, according to David Katz, VP of of shopping product at YouTube.

In addition, starting next week YouTube will introduce a new shopping destination in the Explore tab that will feature “relevant” shoppable content from creator channels in three countries: the U.S., Brazil and India. That will roll out to additional countries later this year.

Creators “spend a lot of time building a business and developing their products, so we want to make it even easier for them to connect and manage their stores on YouTube and bring their products directly to their audience,” Katz wrote in a blog post announcing the Shopify pact and new shopping features for creators.

By linking a Shopify stores with their YouTube channel, creators will be able to benefit from Shopify’s real-time inventory syncing capability — designed to eliminate the chance a product will be out of stock. U.S.-based creators can enable onsite checkout through Shopify so viewers can complete purchases without leaving YouTube. Shopify’s pricing […]

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