YouTube announced that it is launching a new partnership with Shopify and giving all eligible creators access to live shopping tools. A YouTube Official Blog post is titled: “Ready, Set, Shop on YouTube”, and was written by Vice President Shopping Product, David Katz.
…We know that creators and viewers have a unique relationship and it’s this trust between them that helps inform what viewers ultimately buy. In fact, according to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust, so it’s important that everything that we’re working on in YouTube Shopping is in support of ensuring a seamless viewer and creator experience.
The post also says that YouTube knows that creators spend a lot of time building a business and developing their products, so they want to make it even easier for them to connect and manage their stores on YouTube and bring their products directly to their audience.
Starting next week, YouTube will introduce a new shopping destination in the explore tab that will feature stoppable relevant content for viewers in the US, Brazil and India, with additional countries to roll out later this year.
Creators who link their stores can display their products across their channel and benefit from Shopify’s real-time inventory synching so that viewers are never disappointed to find a product out of stock. And, for a more seamless shopping experience, creators in the US can enable onsite checkout so that viewer can complete their purchases without leaving YouTube.
Shopify provides more information about the partnership with YouTube
Shopify is the retail operating system for merchants and creators selling across multiple channels, making it easy to manage their commerce business from one place. Shopify merchants can sell their full range of products on YouTube in three ways:
Live streams: Merchants can tag and pin products at key points during a livestream, and picture-in-picture playback means consumers can watch while they check out.
Videos: Merchants can show a curated list of products in a product shelf below on-demand videos.
Store Tab: A new tab will be added to a merchant’s YouTube channel, featuring their entire selection of products.
Reuters reported that Shopify has also partnered with TikTok, Facebook, Instagram, and other social media platforms.
Variety reported that to be eligible for YouTube’s shopping features, users must meet certain minimum requirements: Those include: the channel must be approved for monetization; if the channel is a music channel, it has to be an officially certified artist channel; if its not a music channel, it has to have more than 10,000 subscribers; and the channel’s audience must not have a “significant number” of videos designated as made for kids.
In short, if your YouTube channel has not hit those requirements – you won’t be allowed to receive the perks from the YouTube – Shopify partnership. The vast majority of YouTube creators will not benefit from this partnership at all.