YouTube is firing back at TikTok’s growing e-commerce presence by expanding its own shopping program. The platform is deepening its partnership with Shopify, opening the door for thousands of new brands to join YouTube Shopping’s affiliate program.
The expansion targets established Shopify merchants
All eligible Shopify Plus and Advanced merchants in the U.S. can now sign up for the YouTube Shopping affiliate program directly through the Google & YouTube app on Shopify.
This streamlined process allows brands to easily manage their program participation and gain valuable insights into content and product performance within Google Merchant Center.
The YouTube Shopping affiliate program gives creators a way to earn money through their videos while helping their audience find new products. For brands, it’s another way to reach customers and increase sales.
This move marks a major leap forward for creators on YouTube
Previously limited to just a few hundred brands, creators will now have access to a vastly expanded selection of products to tag and potentially earn commission through their shopping videos.
YouTube is also launching a new Chrome extension specifically designed for U.S. creators in the affiliate program. This extension lets them save products while browsing a brand or retailer’s website, making it easier to find and tag those products in their videos later.
The extension even provides an estimated commission earned on each tagged product, empowering creators to make informed decisions about their video content.
Competition in the e-commerce space heats up
TikTok Shop, a relatively new player in the U.S. market, is aggressively growing its presence. Last January, TikTok said it aimed to increase its U.S. Shop business tenfold, reaching $17.5 billion by the end of the year. While newer to the space, TikTok has been rapidly onboarding merchants, with over 500,000 already signed up for TikTok Shop in the U.S. by the end of 2023.
YouTube’s own e-commerce efforts have been steadily ramping up in recent years, fueled by a desire to diversify revenue streams as digital advertising growth slows. The platform reported that viewers spent 30 billion hours watching shopping-related videos on YouTube in 2023, with watch time for shopping-focused content increasing by 25%.
