Google-owned YouTube is testing the ability to buy directly from videos in a new e-commerce push.
“We are testing a new way for people to easily discover and buy the products that appear in YouTube videos. The creators of this pilot test can add certain products to their videos “, Read the Google support page.
Google notes that viewers can see a list of featured products by clicking on the shopping bag icon in the lower-left corner of the video they’re watching. From there, viewers can explore each product page and learn more about it. You will also see related videos and purchase options for the products.
The pilot is rolling out with a small number of YouTube creators and is currently limited to users in the United States on iOS, Android, and desktop computers.
The feature could work quite well with various types of videos, such as unboxing channels linking to the products they are talking about or chefs linking to the kitchen equipment they are using.
It’s not surprising that YouTube is testing such a feature, especially since several other digital giants have introduced e-commerce features in recent years.
For example, Instagram first launched its shopping feature in 2018 and has since incorporated it into all aspects of its app, including Reels. Similarly, WhatsApp launched a new ‘cart’ shopping feature around the world last year.