Have you ever been watching a video on YouTube and saw something you would want to buy? If so, your shopping process may soon be streamlined thanks to a new YouTube shopping feature recently launched by Google.
For businesses, this could lead to a brand-new lucrative way to engage your ideal audiences and boost sales.
If you run a business, you may already be using YouTube ads to generate awareness for your brand and advertise products or services. In addition to ads, YouTube also makes money through its YouTube Premium service (which allows subscribers to pay for exclusive and ad-free access to special content) and through YouTube Memberships (where paying subscribers get perks for joining and supporting favorite channels).
Now, YouTube is experimenting with a new revenue stream, one which could create new engagement opportunities for businesses. With this new feature, audiences will be able to quickly and simply shop for products they see featured in YouTube videos.
A New Way for Audiences to Discover and Buy Products – Straight from a YouTube Video 
The trial phase of this new cutting-edge shopping feature was announced in mid-January on Google’s YouTube test features and experiments page. According to the announcement:
[January 14, 2021] Testing a new way to shop on YouTube: We’re testing a new way for people to easily discover and purchase products featured in YouTube videos. Creators in this pilot can add certain products to their videos. Viewers can then see a list of featured products by clicking the shopping bag icon on the bottom left corner of the video. From there, viewers can explore each product’s page to see more information, related videos, and purchase options for that product. We are currently piloting this feature with a limited number of creators. It is visible to users in the US on iOS, Android, and desktop.
While this feature is currently limited to only select creators, it has the potential to transform digital marketing, especially if and when this feature is connected with Google Shopping.
Possible Integrations with Google Shopping? 
It is surely only a matter of time before Google brings the power of its Google Shopping technology to the YouTube platform. In fact, back in October 2020, Bloomberg already reported on Google’s strategy to “make YouTube a major shopping destination.” In late 2020, YouTube was already asking creators to start tracking and tagging products shown in their videos. The plan is to connect this data with Google Shopping tools.
This feature could transform YouTube from one of the largest global advertisers to an e-commerce competitor on the scale of Amazon or Alibaba.
As part of this new e-commerce strategy, YouTube is also testing a Shopify integration with certain creators who can list up to 12 items for sale in a carousel ad feature placed directly below their videos. There will also be a new opportunity for influencers who produce “unboxing” videos to link directly to products, a feature that will be turbo-charged when connected to Google Analytics and Google Shopping.
With major social media sites such as Facebook and TikTok entering into the e-commerce space, these new YouTube Shopping features could help Google stay competitive.
The Power of Google Shopping for Your Business
Are you curious how your business can take advantage of the latest developments in Google Shopping to connect with your ideal customers and boost your bottom line?
As a Google Premier Partner, our team here at JXT Group not only has years of success but access to the latest information on how to optimize Google Shopping campaigns. We can create a customized online marketing strategy to help your business achieve your 2021 goals. If you want to find out more, just reach out to our team and schedule a call.
