Saijo George

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thursday22 Jul 2021

YouTube To Pilot Test Shopping From Livestreams With Select Creators

https://techcrunch.com

YouTube will begin pilot testing a new feature that will allow viewers to shop for products directly from livestream videos. The feature will initially launch with just a handful of creators and brands, the company says, and is an expansion of the integrated shopping experience YouTube began beta testing earlier this year.

That feature was designed only for on-demand videos, and allowed viewers to tap into the “credibility and knowledge” of trusted creators in order to make informed purchases, the company explained at the time. It said it would roll out to more creators over the course of 2021.

More recently, YouTube tested livestreamed shopping with a one-day shopping event focused on small businesses.

This feature allows YouTube to better compete with the growing number of video shopping experiences becoming available from both startups and competitors, including FacebookInstagramTikTok PinterestAmazon and Snapchat. Many of those include support for livestream videos, too.

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