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Shopify and YouTube broaden shopping options for additional merchants

YouTube and Shopify have recently expanded their partnership to allow thousands of additional brands to make their products available for creators to tag in shopping-related videos on YouTube. This move comes as part of YouTube’s efforts to enhance its shopping capabilities and provide more opportunities for creators and merchants to collaborate effectively.

According to a blog post by YouTube on Tuesday (Aug. 20), all eligible Shopify Plus and Advanced merchants in the United States can now sign up for YouTube Shopping’s affiliate program through the Google & YouTube app on Shopify. This expansion means that these merchants can join the hundreds of U.S. brands already participating in the affiliate program, opening up new possibilities for creators to feature a wider range of products in their content.

For creators, this update means that they will have access to thousands of new brands to tag in their shopping-related videos across YouTube. This will not only provide them with more options for product integration but also potentially increase their earning potential through affiliate marketing.

In addition to expanding the affiliate program, YouTube has also introduced a new Chrome extension for U.S. creators in the program. This extension allows creators to save products while browsing a brand or retailer’s website, making it easier for them to tag these products in their videos later on. Creators can also see how much they would earn from tagging a product without having to leave the site, streamlining the process of monetizing their content.

Suyog Karnawat, product manager for YouTube Shopping, expressed excitement about the updates, stating, „We’re thrilled to share these updates to YouTube Shopping as we continue to empower merchants and creators to collaborate more effectively and build thriving businesses.“ This partnership between YouTube and Shopify aims to create a seamless shopping experience for both creators and consumers, driving engagement and sales for participating brands.

This collaboration between YouTube and Shopify is just one example of the growing trend of shoppable video content in the digital space. In April, Amazon Live launched a new interactive shoppable channel called FAST Channel on Prime Video and Amazon Freevee, allowing viewers to shop and engage with content in real-time. Similarly, Paramount partnered with Shopsense AI to integrate mobile shopping opportunities into its televised and streamed content, highlighting the increasing convergence of entertainment and commerce.

Overall, the expanded partnership between YouTube and Shopify signifies a significant step forward in the realm of social commerce and shoppable video content. By providing creators with access to a wider range of brands and products, this collaboration has the potential to drive sales, engagement, and innovation in the digital shopping landscape. Subscribe to the daily Digital Transformation Newsletter for more updates on digital transformation, ecommerce, and retail trends.

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