YouTube has ambitions in the e-commerce space giving online shopping another weapon in it's arsenal - video commerce.

How, you may ask?

The move will see users on YouTube selling a mix of their own merchandise and select brands via the video platform.

Quite often YouTube is used as  a middle man for researching products before moving onto making the actual purchase on other platforms and channels such as Amazon.

YouTube now wants in on the action. “We’re making their jobs harder,” David Katz, YouTube’s vice president for shopping, told Bloomberg. “YouTube has an enormous shopping opportunity.”

Shoppable video

YouTube could grow to be a giant shopping destination, especially with Gen Z, when selling and purchasing is possible via its platform 

We have already witnessed social media platforms transcend into high grossing shopping channels, with Facebook, TikTok and Snapchat becoming shoppable platforms.

And don't forget that YouTube has enormous amounts of data at its fingertips, as its parent company is none other than Google’s Alphabet.

Consumers are becoming increasingly accustomed to seeing and buying items within social apps, as reported by Social Media Today, so it's likely that our expectations of the world's largest video platform used for entertainment or research will eventually turn towards e-commerce and shopping.