YouTube tests a new feature that allows users to purchase products featured in videos

YouTube is testing a new feature, which lets users buy products they watch directly in videos from the platform. Viewers will be able to search and shop for products featured in select YouTube videos. The feature is currently being tested by a video-streaming platform with a small number of users on Android, iOS and the web in the US. Chosen creators who are part of this pilot can add some products to their videos that will be available to purchase through the shopping bag icon.

The Google-owned company has shared details about the new feature being tested on the Google Support page. YouTube says that this feature will give viewers relevant information and options for the products seen in the video. Munch says that he is working with select creators for this pilot.

Viewers will be able to see a list of featured products by clicking on the shopping bag icon which will appear in the lower left corner of some videos. From here, they can locate each product’s page, where they will find more information, related videos and options for purchasing the product.

YouTube began showing Google Shopping ads to users six years ago, which tries to be a digital storefront. The advertisements allowed users to make purchases directly through video.

In October 2020, Bloomberg reported that YouTube asked creators to use YouTube software to tag and track products featured in videos. According to the report, the data will be linked to Google’s shopping tools and analytics. The report stated that a YouTube spokesperson had confirmed that the platform was testing features with a limited number of video channels and that creators would have control over the products being displayed.

YouTube’s latest test run seems to be an extension of the same idea. It is possible that YouTube will provide this feature to more users over time.


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