YouTube is set to begin introducing shoppable videos to its platform, marking the latest social media giant to make a major push into ecommerce.
According to The Information, the Google-owned video sharing platform is testing a feature which will introduce product prices and recommendations beneath videos, allowing users to make a direct purchase via the video.
The videos will reportedly take shoppers directly to Google Express marketplace, the tech giants’ own effort to take on Amazon Prime, which it launched in back in 2013.
Though its retail service has gone largely under the raider since it launched and is still only available in the US, Google Marketplace has been dramatically ramping up the number of retailers included in its service over the past year, rising from just 50 to 1300.
This includes the liked of sportswear giant Nike, which is understood to have tested YouTube’s new shoppable videos which link directly to its Google Express marketplace page, alongside cosmetics chain Ulta Beauty.
Google is understood to have told smaller retailers that unlike its key rival Amazon, it does not intend to become a retailer itself and therefore present competition to those selling on its platform.
Despite Google not yet confirming any of these changes, the tech giant is expected to make an official announcement during its Google Marketing Live event on May 14.
This comes as Amazon begins to encroach on Google’s search dominance, with it overtaking Google as the primary product search platform for online shoppers, representing 54 per cent compared to Google’s 46 per cent.
Google still has a way to go before it can hope to rival Amazon, earning revenues from sales of $1 billion last year, compared to Amazon’s $141 billion.