Google, one of the popular search engines, has reportedly turned YouTube into a shopping site. The idea behind this change is to enable consumers to purchase the products directly from YouTube after viewing videos regarding unboxing, tutorials, and reviews of a product. However, consumers are directed to another site to place an order for the product they are purchasing. Based on a survey, it has been found that more than 55% of consumers use YouTube videos to make purchase decisions. So, Google decided to make YouTube viewers purchase the products they wish without leaving YouTube.
To make YouTube into a shopping site, Google requires more information regarding the product. Therefore, YouTube has asked the creators of the videos to tag and track the items shown in their video clips. The entire goal is to turn YouTube’s video library into a product catalog where consumers can go shopping directly. This is not the first time YouTube is being turned into a shopping site. YouTube has already partnered with Merchbar to sell official YouTuber merchandise products underneath videos. Google had also rolled out shopping actions on YouTube last year. This action was taken to allow YouTube creators to promote their merchandise. However, the transactions need to be completed on other sites. On the other hand, this benefits the YouTube creators by making money from the products they feature. It is another revenue stream for the YouTubers when they make a commission for the tagged products.