YouTube to launch first official live shopping channel

YouTube is set to make history by launching its inaugural shopping channel in South Korea on June 30, establishing itself as a global leader in this field. As reported by Yonhap News Agency, the channel will serve as a live commerce platform for businesses and showcase approximately 30 brands upon its debut.

By venturing into the realm of shopping, YouTube aims to revolutionize the way users in Korea engage with and enjoy their shopping experiences. In a significant development last year, YouTube introduced a shopping tab within its Explore section, enabling content creators to tag products and viewers to conveniently make purchases.

During Alphabet Inc.’s fourth-quarter earnings call in 2022, Philipp Schindler, the company’s chief business officer, emphasized the company’s objective of transforming YouTube into a more “shoppable” platform. This strategic shift is designed to encourage the growth of creators, expand content diversity and viewership, and create new opportunities for advertisers. YouTube’s entry into South Korea’s live commerce market aligns seamlessly with Alphabet’s broader strategy of enhancing YouTube’s capabilities and capitalizing on the flourishing realm of online shopping.

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