Shopify has struck a partnership with YouTube to enable partnering merchants to sell their products on the video content platform.
The arrangement between the two companies will allow businesses, including content creators that are increasingly launching their own eCommerce stores, to integrate their online stores with YouTube’s platform.
Merchants that choose to sell via YouTube will be able to tag and pin products during live streams, share a list of curated products in a product shelf below the live stream video, and add a store tab on their YouTube channel.
The partnership is part of Shopify’s effort to counter the ongoing slowdown in online shopping as more consumers have returned to shopping in-store, and many are cutting back on shopping due to rising inflation. Last month, the company rolled out a similar feature that now allows businesses to sell to other businesses and on Twitter, Reuters reported.
Shopify expects the partnership with YouTube to help boost conversion rates and drive gross merchandise volume, according to Amir Kabbara, Shopify’s director of product, marketplaces and creators.
Partnerships with platforms such as Facebook, TikTok and Instagram have already proven successful in driving growth for Shopify, as orders placed through these social media partner integrations reportedly quadrupled in Q1.
Shopify’s shares are down more than 75% this year.