YouTube is actively pursuing social commerce development, despite challenges in Western markets. Executives, including Geoff van der Meer, emphasize the need for local partnerships, particularly in Southeast Asia, where they recently expanded the Shopping affiliate program with Shopee in countries like Indonesia and Thailand. They plan to bring successful elements of these experiments to Western markets. A focus on multi-screen shopping, especially targeting women, is also noted, with features designed to enable easy momentum from watching content to making purchases.
"We're certainly investing a lot in making shopping successful," YouTube's vp of engineering Geoff van der Meer told Digiday at a press event last week in Zurich.
"What you see on the [TV] screen, you can then look at the price and purchase it on your phone," she said. "We see that women in particular are a target group for that multi-screen interaction."
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