"Through formats like unboxings, hauls, and reviews, creators have long fostered shared shopping experiences on YouTube. In YouTube's new 'shoppable' era, these shared interactions have been transformed into a tangible reality. Today, viewers can easily browse and purchase products created or recommended by creators, reshaping the long-standing relationship between creators and their fans."
Key stat: 28% of worldwide consumers say they need to see a creator promote a product 3 to 4 times before making a purchase, according to a March 2025 impact.com and EMARKETER survey. Beyond the chart: Engagement rate (55.4%) and conversions or sales (54.0%) are the top metrics used by marketers when considering creator partnership ROI, according to a February EMARKETER and Spotter survey.
