YouTube is stepping into e-commerce with its first official live shopping channel in South Korea. The new channel will offer deals from about 30 brands. YouTube will create an engaging and entertaining shopping experience for users.
Philipp Schindler, Chief Business Officer at Google, had said in 2022 that YouTube introduced a shopping tab in its Explore section, allowing creators to tag products and viewers to make purchases. During Alphabet Inc.’s fourth-quarter earnings call in 2022, he highlighted the goal of making YouTube more “shoppable”.
The platform aims to foster more creators, increase content and viewership, and create opportunities for advertisers. The new shopping channel is a 90-day experiment that will serve YouTube’s first live shopping channel in any country. Participating brands will deliver live-streaming content, using the platform’s growing array of e-commerce tools.
According to Yonhap News, the new channel set for launch on June 30th, will provide a live commerce platform to companies and plans to livestream shopping content with about 30 brands. This is the first time YouTube will open an official shopping channel in the world. It should be noted that YouTube already has a range of in-stream shopping options for brands. The platform has run various in-stream shopping promotions, including shopping live streams.
But this time around, YouTube is introducing a dedicated live-stream shopping channel that will continuously run live shopping content in the app. A YouTube spokesperson confirmed that the company is dedicated to building an engaging, informative, and entertaining shopping experience for all users, including in Korea. YouTube may experiment with a variety of YouTube Shopping features from time to time as it continues to work hard to optimize and deliver the best experience for its users.