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E-commerce company Shopify and YouTube have entered into a partnership, which will allow content creators and merchants to feature their products across different content on YouTube.

Also, eligible creators will get an option to link the Shopify store to their YouTube account to display the products from the e-commerce player across the video sharing platform. They will also have an option to livestream directly from the Live Control Room.

With Shopify’s real-time inventory synchronising function, if a particular product runs out of stock, it won’t show up on YouTube channels.

As of now, creators in the US have the option to activate "onsite checkout"—a function that allows creators to transact for their purchases on Shopify without leaving the video sharing platform.

As per YouTube, viewers in the US, Brazil and India will be able to see products they can buy in the explore tab soon, with additional countries rolling out later this year.

Along with YouTube Studio, the new partnership will now also include a ‘Shopping’ button through which creators would also manage how the products are tagged and appear on their video content.