YouTube offered shopping features for viewers to buy merch during the Coachella livestream event, part of its continued testing in the space
The platform partnered with the festival to sell exclusive pieces from over a dozen artists.YouTube Shopping partnered with Coachella to sell exclusive merch during the platform's annual livestream event.
YouTube's continued testing around shopping features — including allowing some creators to promote their own products or other brands for purchase directly on YouTube — is part of a trend of tech platform looking to expand their businesses beyond advertising. YouTube's partnership with Coachella is just one piece of its shopping and live video efforts.
The Coachella products were made available for purchase directly on the livestream and through YouTube shorts on Coachella's YouTube channel. Viewers could shop by clicking the product banner overlaid on the livestream and on shorts content, which directs to theThis is YouTube's second year offering shopping during the event. This year, YouTube offered merch from over a dozen artists, including Bad Bunny and Blackpink.
The feature under the Coachella livestream wasn't a dedicated"shop," but the products were made exclusively available on YouTube. YouTube did not take a portion of those merch sales, the company said.
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