Alphabet Inc. (NASDAQ:GOOGL) has invested a great deal in its video-sharing platform YouTube as it continues to protect its most important revenue-generating stream. In addition to selling ads on the platform, the tech giant also offers a premium version of the platform for family subscriptions and generates a substantial amount of money from subscriptions.
Google e-commerce Push
Reports now indicate the tech giant is planning to bolster YouTube revenue-generating potential further by turning it into a giant online mall. Soon people will be able to buy products, toys, and other items that appear on videos. Instead of offering a catalog that people must scroll while looking to buy items, Google is looking to turn YouTube videos into a shopping catalog.
According to people with knowledge of the matter, Google allows people to view videos, find items to purchase and tap a link to complete a purchase. Shopify is already part of a testing program that is currently allowing people to sell items on YouTube.
The e-commerce push comes hot on the heels of Chief Executive Officer Sundar Pichai, reiterating that unboxing YouTube videos could be turned into a shopping opportunity. China’s Douyin has already leveraged videos for shopping catalogs with great success.
Google has already started testing the new feature with a limited number of videos on the platform. It currently requires some content creators to decide which products will be listed for sale on their videos. The tech giant has always insisted on selling ads on YouTube rather than products.
e-Commerce Growth
However, the company is looking to make the switch, having seen a number of companies increase revenues by becoming e-commerce platforms. The switch has also been triggered by changing consumer shopping patterns in the wake of the pandemic.
People are increasingly turning to e-commerce platforms to do shopping and have items delivered at their doorstep in a bid to stay clear of the deadly virus. The retail e-commerce market presents a trillion-dollar opportunity that the search giant can no longer ignore.