YouTube connects Shopify sellers with content creators.

YouTube is positioning itself against the rising popularity of TikTok Shop by offering Shopify merchants more selling options.

The video-focused social media platform, which initially partnered with Canadian e-commerce company Shopify in 2022 to enable Shopify merchants to sell their entire product range via YouTube In three ways: live streams, videos and store tabs, the reach of collaboration expands.

(READ MORE: Shopify partners with YouTube for video-based shopping)

Now, all eligible members of the Shopify Plus and Advanced initiatives in the US can opt into the YouTube Shopping Partner Program through the Google & YouTube app on Shopify. This allows YouTube creators to feature Shopify sellers’ products at scale in their videos.

Participating Shopify merchants can manage their partner activity on YouTube Shopping and view analytics, content, and products from Google Merchant Center.

“We’re excited to share these updates to YouTube Shopping with you as we continue to empower merchants and creators to collaborate more effectively and build thriving businesses,” YouTube said in a company blog post.

YouTube competes against TikTok

A key reason for YouTube’s decision to launch this new joint initiative with Shopify is likely the strong rise of the competing video-based social platform TikTok, which has its TikTok Shop Shop window since September 2023.