YouTube gives more creators access to buyable links
Will live trading ever become a thing in Western markets?
This is already the case in China and some other parts of Asia, while there is also evidence that users based in the Middle East are increasingly open to direct purchasing.
But Western audiences, not so much.
Yet with such potential (China’s e-commerce sector is now worth $180 billion), the big tech giants are not giving up yet, with Insider report today that YouTube is now looking to open up access to its live commerce tools to a much wider pool of creators.
“By the end of the year, members of the YouTube Partner Program in the US, UK, Brazil and India with at least 20,000 subscribers will be able to tag their videos, short films and live streams with buyable links.”
This could see a lot more direct purchase options popping up in many places in the app, while YouTube is also running a live shopping broadcast on November 10which will feature products and presentations from Ulta Beauty, Tula Skincare and many more.
YouTube has been looking to tap into over-the-air shopping for some time, and expanding its tools and presentation options could be a big step forward in that regard.
If, of course, Western consumers are in favor of in-app purchases.
And there are a few indicators that they are – TalkShopLivefor example, which focuses on live shopping streams, reported last year that its broadcasts were increasing at a rate of about 85% month-to-monthlargely led by celebrity influencers.
It caught the attention of TikTok, with the platform now partners with TalkShopLive to repost and share its shopping streams live, while TikTok is also working with various influencer agencies to bring more top creators to share shopping streams.
Live shopping is even more valuable for TikTok than for YouTube, TikTok seeing huge success with shopping flows in China. But its efforts in the western regions, so far, have not taken off.
TikTok’s initial live shopping push in Europe was eventually curtailed due to various start-up issues. But it hopes its new approach in the US, via TalkShopLive and top creators, will spark new enthusiasm for the option, and eventually make it more mainstream and engaging for its more than a billion users.
There are no guarantees, however, and at the moment it doesn’t look like live shopping will ever expand beyond a niche item.
But it could, and if it does come to fruition, as evidenced by China, it could very quickly become a major marketing consideration, providing great opportunities for many brands, influencers and creators in every application.
The money is just too much to ignore for both platforms, while Meta is still experimenting with the same on IG (despite suspending live shopping on Facebook).
Essentially right now, live shopping isn’t a big deal, but it could become one very quickly, and it’s worth taking note of the latest live shopping initiatives on each app and following up on the both their operation and the audience. response to that, to make sure you’re following the potential.