YouTube, owned by Alphabet (Google), continues to experiment with new features and services. In this context, according to the news by South Korea-based news agency Yonhap, YouTube is preparing to open its first official shopping channel for live shopping in South Korea on June 30.YouTube opens a shopping channel
South Korea already has a thriving on-air trade business led by tech giant Naver. YouTube, owned by Alphabet, will have a chance to do a great market test by entering this space. According to the statements, the new channel will operate in the Korean language and will start as a 90-day project.
Yonhap and other Korean media said that, citing people familiar with the matter, it will initially provide companies with a live commerce platform and plans to livestream shopping content from around 30 brands. These brands include Amorepacific, LG Electronics, Samsung Electronics, Hyundai Motor and Shinsegae.The channel will also leverage YouTube’s existing features and tools, such as Super Chat, Super Tags and Channel Memberships, to enhance live commerce engagement and monetization. Viewers will be able to chat with servers, send virtual gifts and stickers, join exclusive fan clubs and access premium content.
While this is YouTube’s first official shopping channel in any country, a YouTube spokesperson said, “We may try various YouTube Shopping features from time to time,” without details. While YouTube’s ad revenue has been impacted by advertiser slashing and competition from platforms like TikTok, Google’s Chief Operating Officer Philipp Schindler said in February there was “a lot of potential to make it easier for people to shop from the creators, brands and content they love.” According to current data, South Korea’s vibrant trade market is expected to reach $7.7 billion this year.
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