YouTube short video platform Shorts will add a shopping function

Google's YouTube is stepping up its efforts to enter e-commerce and introduce shopping functions on the short video platform Shorts aiming to generate revenue at a time when digital advertising growth is slowing down.

YouTube is one of Google's pillar businesses, generating more than $28 billion in advertising revenue last year. In the third quarter of this year, YouTube’s advertising business revenue was US$ 7.071 billion, compared with US$7.205 billion in the same period last year.

YouTube Shorts is a short video platform launched by YouTube, which was launched in 2020 to compete with TikTok.

The addition of a shopping feature also means users can purchase products while browsing videos. Additionally, YouTube is testing a new commission scheme for "influencers" who sell products through video links. The company is struggling to retain creators amid stiff competition from rivals.