YouTube Shopping Evolves with New Features for Creators and Brands

Omer Leibenzon
YouTube is introducing new tools for creators to elevate the shopping experience on its platform, including personalized product collections, a partnership program, and simplified product tagging.
New Youtube Shopping Features
Source: Youtube blog

Exciting developments are underway for users of YouTube Shopping! YouTube is rolling out additional features to enhance the shopping journey on its platform. Now, users can uniquely showcase their favorite products, forge partnerships with successful brands, and discover strategies to optimize the shopping experience for their audience while maximizing revenue.

Shopping Collections, Affiliate Marketing, and Easy Product Tagging

YouTube reports a 25% surge in watch time of shopping videos on the platform in 2023. In response, it is unveiling new features tailored for brands and content creators:

  • Shopping Collections: Introducing Collections, a novel feature on YouTube Shopping that empowers creators to present their favorite brands in an enticing manner. By curating inspirational collections, creators can spotlight diverse products while emphasizing specific styles or categories of items (e.g., “Spring Nail Designs” or “Perfume-Inspired Makeup”). Collections will be prominently displayed in creators’ product listings, store pages, and video descriptions. Initially available via the Studio app on smartphones, this feature will soon extend to desktop users.
  • New Affiliate Marketing Opportunities: YouTube is launching an affiliate marketing program, enabling creators to establish collaborations with brands and designers. Within this program, creators can offer exclusive coupon codes and discounts to viewers, as well as receive products for trial and review. The marketing program will boast user-friendly accessibility directly within the YouTube app.
  • Simplified Product Tagging: A significant enhancement, creators can now tag multiple products in their previous videos with a single click. This feature streamlines revenue generation from older content that continues to attract viewer engagement, requiring minimal investment from creators.

YouTube is continually expanding its integrations with various platforms. Notably, Fourthwall is the latest addition to the list.

The Battle for the Online Shopping Market – YouTube vs. TikTok

YouTube’s stores represent a relatively recent addition to the popular video platform. These stores empower content creators and entrepreneurs to establish virtual storefronts directly within their YouTube channels, facilitating the sale of digital and physical goods to their target audience. The introduction of these new features on YouTube coincides with TikTok’s aggressive expansion in the market. Reports indicate that TikTok Shop aims to capture a significant share of the US market, projected at $17.5 billion in the upcoming year. As the competition intensifies between YouTube and TikTok, advertisers are advised to stay abreast of these developments to capitalize on the evolving landscape of online shopping.

 Source: AskPavel

Omer Leibenzon

Omer, a content writer with a youthful entrepreneurial spirit, finds particular joy in playing and composing music. Tasks demanding creativity consistently ignite his enthusiasm. He's drawn to creative individuals. Following the establishment of one of Israel's largest personal development communities, Omer pivoted his primary focus to his second passion: content writing. Over the past five years, he has honed his skills and expertise in content writing and marketing strategy.

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