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YouTube Expands Its Shopify Partnership: A Threat to TikTok Shop?

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Updated on August 23, 2024

A woman selling clothes on livestream in front of a phone on a tripod

This week, YouTube announced an expansion of the Shopify partnership, allowing more merchants to get their goods featured in YouTube videos. YouTube first joined forces with Shopify back in 2022, and through this latest development, the relationship is offering new opportunities for sellers.

YouTube’s biggest competitor is currently TikTok Shop, a platform that’s at the forefront of social media ecommerce. In fact, 23.7 million US users made a purchase on TikTop in 2022, a number that’s expected to rise by 67% by 2026. Though YouTube has a long way to go if it wants to reach TikTok’s success, its strengthening bonds with Shopify could be what it needs to catch up.

But what does this news actually mean for Shopify merchants and YouTube creators? And could the expansion be effective for your business? Find out below.

How Has YouTube’s Affiliate Program Changed After the Expansion?

YouTube Shopping’s affiliate marketing program isn’t anything new. The company first introduced ecommerce tools to the platform as early as 2022. However, the recent announcement is a turning point for many Shopify merchants. If eligible, they can download the Google & YouTube app on Shopify and sign up to the program, giving them the chance to sell to a wider audience online.

For this program to work, Youtube creators will need to tag products from Shopify merchants in their videos, reels, or live streaming content. When tagging products, they can choose from a list of merchants who are involved in the scheme, so there’s no need to contact separate companies beforehand.

If someone watching a creator’s video clicks on a tagged item, the YouTuber will receive a small commission, while the Shopify merchant gains increased exposure and a potential sale – it’s a win-win situation.

Who is Eligible For The Program?

Presently, the YouTube Shopping affiliate program is only available for select Shopify merchants – Shopify Plus and Advanced merchants in the US and Korea. Unfortunately, you’re out of luck if you’re selling on Shopify but aren’t on either of those pricing plans.

Should I Promote Products on TikTok Shop or YouTube?

If your store is on Shopify, I do recommend syncing your store with TikTok since you can’t ignore the platform’s popularity. Once you’ve set up a TikTok for Business account (and have had it authorized), you’ll have the opportunity to engage with fresh, engaged audiences.

I wouldn’t dismiss YouTube Shopping though. If you’re eligible for the affiliate program, then I suggest signing up and testing out the platform. Depending on your industry and target audience, you may find that it’s a better fit for your store in the long run.

Written by:

Holly Choules Writer

Holly Choules is a Writer at Website Builder Guide with a background in researching and crafting engaging content for digital platforms. In previous roles, she has demonstrated her wordsmith skills by writing for public facing brands in a range of industries. After gaining hands-on experience using leading website builders, like Wix and WordPress, she is now keen to share her findings through informative, easy-to-follow articles that help small business owners get online and grow their presence. Since joining the team in 2024 and transitioning into the tech sphere, Holly is passionate about applying her three years of content writing experience and upholding Website Builder Guide’s position as an authoritative source on website builders, ecommerce, and digital marketing.