YouTube‘s ecommerce push has hit a new milestone. In a blog post, the Google-owned platform revealed that more than 100,000 of its channels are now connected to external stores.
That six-digit figure includes channels affiliated with creators, artists, and brands. Popular video formats like clothing hauls and product unboxings have played pivotal roles in the growth of ecommerce on YouTube. “Because creators spend so much time familiarizing themselves with their fans and the products their audience cares about, creators are also leading a new wave of the shopping experience,” reads YouTube’s blog post.
The growth of shopping on YouTube can be partially attributed to the platform’s own efforts in the ecommerce space. YouTube has touted its in-house merch products by showcasing them on central hubs and featuring them in live-streaming events.
But for many creators, selling products on YouTube has a personal touch. In its blog post, the platform discusses four creators who have turned their channels into merchandising and branding opportunities. Cassey Ho, the host of Blogilates, has used her YouTube cred to establish an activewear brand called Popflex. Meanwhile, dynamic duo Darcy and Jer have opted to work with long-time YouTube partner Spring, which built many of those 100,000 stores and assists creators from design to distribution.
As YouTube brings more ecommerce tools to its platform, its videos can become even more shoppable. The advent of product tagging on Shorts (it’s already available on Instagram) will create more links between short-form channels and shoppable product shelves.
But even if YouTube does nothing, the culture surrounding it is already moving toward social shopping. YouTube cited The Boys and Colizet as two channels that have built hype for new merch by buying into the phenomenon that is drop culture.
The entire internet is becoming shoppable — and YouTube is moving with it. The platform’s latest milestone is a reminder that it still offers plenty of monetization options for its creators, even if their Shorts ad revenue might not be as high as they want.
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