YouTube’s Now Testing Shopping Features

YouTube is now testing shopping features, the company confirmed to WWD, in an intriguing scenario that could transform the video-sharing network into a major social commerce marketplace.

The news broke in media reports Friday, and there are few details available so far. But apparently YouTube creators have been invited to tag products to make items in their videos shoppable. Tagging, the main way most social platforms tie social content to built-in commerce features, would allow the company to track activity and connect to Google e-commerce tools.

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A YouTube spokeswoman downplayed the e-commerce angle to WWD, however, describing the goal of the experiment as a way to allow users to discover and learn more about new products — essentially to improve the viewer experience. And, she added, the test is being performed in just a limited set of channels.

It’s too early to tell how a launch version

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