YouTube has begun testing their in-video shopping feature.
On their ‘Feature Test’ page they announced:
“We’re testing a new way for people to easily discover and purchase products featured in YouTube videos. Creators in this pilot can add certain products to their videos. Viewers can then see a list of featured products by clicking the shopping bag icon on the bottom left corner of the video. From there, viewers can explore each product’s page to see more information, related videos, and purchase options for that product.”
Although this is limited to a handful of creators, it seems inevitable that this will be rolled out more broadly.
Facebook already rolled out Shops. Amazon is experimenting with live-streaming. TikTok has been experimenting with in app shopping. Social and commerce are becoming more tightly intertwined.