Shopify expands cooperation with Google via YouTube partnership
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Shopify (NYSE:SHOP) continued its push to partner in social media via a new partnership with Alphabet (GOOGL) subsidiary YouTube.
According to an announcement on Tuesday, creators on YouTube can now âeasily integrate their online storeâ with the video site. The new initiative, YouTube Shopping, will allow Shopify to service live streams and videos and also add a store tab for creators to install on their page. 
David Katz, VP of Shopping Product at YouTube, indicated that a more seamless integration of eCommerce that can aid the entrepreneurship of its creators is a key goal of YouTube. The extension of content to online shopping is a logical step in building creator brands, in his view.
"Commerce today is multichannel, and YouTube is one of the most influential channels on the planet," said Kaz Nejatian, VP of Product at Shopify. "Shopify's new YouTube integration will fundamentally change what opportunity looks like for independent brands in the creator economy.â
The partnership expands existing cooperation with Google. The eCommerce company also touts tie-ins with TikTok, Facebook, Instagram and other major platforms to connect social media and eCommerce.
Shares rose sharply shortly after the announcement in Tuesdayâs premarket trading before giving up gains after the open. Read more on Wells Fargoâs cautious view of the stock.