YouTube is launching a holiday stream and shop livestream event as it aims to fulfil ecommerce ambitions.
The move will see YouTube creators sell a combination of their own merchandise and select brands directly through the platform.
Usually, the platform is used as a portal to explore products and conduct research before purchasing the item in question on other websites such as Amazon or Ebay.
“We’re making their jobs harder. YouTube has an enormous shopping opportunity,” YouTube vice president for shopping told Bloomberg.
The video sharing platform last year began asking its creators to track items they featured in their footage, marking the first step in integrating buying features directly inside of videos.
Katz was hired to lead the new shopping division earlier on this year alongside Sephora executive Bridget Dolan.
The move would see YouTube join likes the TikTok, Facebook and Instagram in becoming popular shopping channels for consumers.
Youtube has a large amount of data and insight to hand as a result of its parent company, Google’s Alphabet.
“As we announced earlier this year, we’ve been beta-testing an integrated shopping experience that allows viewers to tap into the credibility and knowledge of trusted creators to make informed purchases on YouTube,” Alphabet said back in July.
“This test was first available on videos on demand, and we’re now piloting this experience on live-streams with a handful of creators and brands.
“So if you’re watching a supported live-stream on YouTube, you can browse and shop products in real time, without interruption.”
Social media experts expect consumers to become increasingly accustomed to using social media platforms to perform transactions for goods, which will see a change in behaviour and expectations from both consumers and platforms alike.