Google turns YouTube into a home shopping channel

The video host will host a week of “live shopping” as part of its “YouTube Holiday Stream and Shop” event.

Google-controlled video hosting site YouTube will host a week of “live shopping” as part of its “YouTube Holiday Stream and Shop” event. 

“The pandemic has accelerated … transition to streaming and e-commerce. As the number one streaming platform in terms of audience reach… YouTube is where audiences come to be entertained and engaged with authors and content and to shop,” Google’s press office commented. 

The company noted that the launch of new features would allow users to explore the catalog of goods and make orders simultaneously as watching a video. A week-long event starting Nov. 15 will offer popular holiday gifts from Samsung, Verizon, and Walmart to users in the United States.

“Fans following the broadcast will be able to purchase new merchandise, unlock limited-time offers and get their questions about merchandise answered by asking questions and polls of the creators and other viewers live,” the press release noted. 

Google emphasized that, to date, 89% of the audience trusts the recommendations made by YouTube channel creators. These days, people who shop on YouTube make faster and more confident purchasing decisions, which benefits both customers and brands.