Shopify extended its long-standing partnership with Google to YouTube, enabling merchants on its commerce platform to integrate their online stores with the video platform and potentially reach its 2 billion-plus monthly logged-in users.

Shopify explained in a blog post, “Today, every brand is focused on one thing: connecting with their audience. Meaningful engagement with consumers is no longer a nice-to-have—it’s a necessity. This shift has put content at the center of brand interactions and given rise to the creator economy, blurring the line between merchant and creator. Content creators are selling goods and building fully realized brands, and direct-to-consumer merchants are creating content as a way to find and connect with new customers.

”Merchants across the globe on Shopify’s platform can now integrate their online stores with YouTube, and YouTube Shopping will enable them to sell their products via livestreams, a store tab and videos.

Source: Shopify Integrates With YouTube’s Commerce Offerings