E-commerce firm Shopify is steadily signing up the biggest music streaming and social services – well, at least the ones that don’t sit within massive online shopping empires – as partners. TikTok in August 2021, Spotify in October 2021, and now YouTube in July 2022.

The latest deal will see people who use Shopify able to feature their products across their YouTube channels and videos, including ‘on-site checkout’ for US-based YouTube channels, who’ll thus be able to sell to fans without making them leave the video service to actually buy.

This is part of a wider push around online shopping for YouTube. Announced alongside the Shopify deal was a new ‘shopping’ destination in YouTube’s explore tab, which is initially being tested in the US, Brazil and India.

It’s all part of a growing business for Shopify, which saw its revenues grow by 22% year-on-year to $1.2bn in the first quarter of this year.

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Stuart Dredge

Music Ally's Head of Insight

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