YouTube is launching a holiday stream and shop livestream event as it aims to fulfil ecommerce ambitions.
The move will see YouTube creators sell a combination of their own merchandise and select brands directly through the platform.
Usually, the platform is used as a portal to explore products and conduct research before purchasing the item in question on other websites such as Amazon or Ebay.
“We’re making their jobs harder. YouTube has an enormous shopping opportunity,” YouTube vice president for shopping told Bloomberg.
The video sharing platform last year began asking its creators to track items they featured in their footage, marking the first step in integrating buying features directly inside of videos.
