Since the pandemic, live-stream shopping has become a major focal point for social networks. With Facebook, Pinterest and Instagram all running their own shopping live-streams, YouTube is looking to join the party.
The video sharing platform plans on sinking its teeth into the live-stream shopping trend with a series of upcoming shopping live-streams for the holidays that will supposedly enable viewers to interact with celebrities and influencers in real-time, while facilitating direct shopping in-app.
YouTube’s plans extend further than the holiday season. With some recently disclosed insight into the platform’s long-term ambitions for live-stream shopping, YouTube hopes that eventually anyone with a mobile device and a product will be able to easily host a live shopping stream.
As said by YouTube’s Chief Product Officer, Neal Mohan:
“As the shift to e-commerce continues, video will play an increasingly important role. Consumers want the convenience of researching and reviewing products online at home, but with the trusted guidance of an in-store experience. That’s where YouTube’s creators come in. They’ve committed considerable time and effort into building authentic connections with fans, and as a result, deliver trusted brand and product recommendations to their audience. In this installment of our Innovation series, our shopping team discusses how we’re integrating live shopping directly into YouTube.”
During a recent interview on the YouTube blog, Wendy Yang and Lax Poojary, product designers working on YouTube Shopping have divulged some insight as to how the platform’s shopping process is advancing and evolving.
“The exciting thing about live shopping, and shopping generally, is that we’re already seeing it happen on YouTube – with creators revealing a product line, dropping new merch, or discussing their latest shopping haul. People want to shop on YouTube and, according to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust.” -Yang.
The fact of the matter is that YouTuber’s act as trusted voices for many users. In saying such, live-stream shopping provides a more immediate link between in-stream recommendations and buying. This, coupled with the rise of eCommerce has led YouTube to set its sights on building in more functionality and interactivity to improve the live-stream buying experience.
YouTube hopes that eventually all users will be able to create their own shopping streams.
