Creators on YouTube have a new way to market merch to their audience. Thanks to a new partnership between the video streaming platform and Shopify, YouTube creators now have the ability to integrate an online store with their videos, channel and livestream events through YouTube Shopping.
With YouTube Shopping, creators can easily show a list of chosen products directly below their videos. For instance, if a makeup artist is doing a tutorial using products from their own makeup line, they can create a full list of everything featured in the video. Viewers who want to replicate the look can simply click on the item and purchase it through YouTube Shopping at the bottom of the video.
Similarly, YouTubers who livestream can tag and pin products at specific times throughout the event. The product will display in a “picture-in-picture playback,” allowing customers to continue watching the video as they purchase products.
“Bringing my commerce platform and my most popular viewer engagement platform together will be a game changer for me,” Christen Dominique, YouTuber and CEO of Dominique Cosmetics, said in a statement. “As an entrepreneur finding new ways to build my business, it’s so important that I show up where my customers are shopping, and more and more that’s on YouTube. With the Shopify and YouTube integration, I can share new products from Dominique Cosmetics directly on my videos and lives and make it easy for viewers to purchase as they watch.”
The new feature also allows creators to add a shop tab to their channel, displaying their entire inventory. If something sells out, Shopify’s integrated system immediately pulls the item from the tab or product pin in videos. This prevents items from being oversold during livestream events.
The new feature is intended to help creators “press play” on their sales, according to Shopify. Sellers will also be able to track the performance of their live and on-demand videos through Shopify.
“For years, creators have built businesses around their YouTube content, often extending their entrepreneurship into building their own brands, but it hasn’t been as seamless to reach their audience with these products directly on YouTube,” David Katz, VP of product management at YouTube Shopping, said in a statement. “We’re excited to partner with Shopify to help creators easily bring their stores front and center for their communities on YouTube, who are increasingly turning to them to shop.”
YouTube and Shopify aren’t the only companies using video to help brands find customers. Earlier this year, Firework raised $150 million for its shoppable video platform. The company uses live streaming and micro videos, similar to TikToks, to drive conversions for e-commerce brands. The platform uses a swipe design model to make it easy for users to buy products from their favorite online creators.
