YouTube Shopping is diving deep into social commerce with a significant integration with Shopify, reminiscent of Shopify's previous collaboration with TikTok Shop. This new feature allows eligible brands on Advanced and Plus plans to enable native checkout within YouTube using Shop Pay, facilitating direct purchases from brand and influencer videos. The integration also introduces a YouTube Affiliate Marketplace, where affiliates can promote products in their videos while Shopify processes transactions. Unlike Amazon and TikTok Shop, brands retain customer ownership.
In 2023, consumers watched over 30 billion hours of shopping content on YouTube, and this "Shop & Watch" function is expected to boost these numbers significantly. The integration will enhance direct response capabilities and improve click attribution, making it easier to track impressions and conversions within the app.
With both TikTok Shop and YouTube Shopping honing in on affiliate influencers, and Meta Shop likely to follow, affiliate influencer marketing is poised to become a crucial top-of-funnel acquisition channel.
Source: LinkedIn
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