On Thursday, shoppers flocked to a historic aircraft hangar in Playa Vista to get a head start on their holiday shopping, checking out the newest styles in handbags, clothes, and shoes.
These weren’t typical customers looking for new items. They were YouTube creators that companies like Lowe’s and Shark Beauty were trying to partner with, hoping they’d recommend products to their viewers and boost sales.
I was watching Aaron Ramirez – he’s a 22-year-old who gives great advice on style and living well – and he was checking out a ton of backpacks. He’s got over 234,000 people following his YouTube channel, so he was picking out the ones he thought *they* would love and recommending them. It’s cool to see him put so much thought into what he shares!
Ramirez explained that they can create videos about anything that helps them live a better life, and include a link with each video. They emphasized that they only suggest products they personally use and enjoy.
A San Diego resident was one of around 300 content creators at YouTube’s yearly “Holiday House” event. This event helps online personalities prepare to sell products during the busy holiday season.
I was really struck by the setting of the event – it was held in this massive space that used to be where Howard Hughes kept his Spruce Goose! But beyond the cool location, it really showed me YouTube is serious about getting into online shopping. They’re clearly trying to compete with TikTok by using their creators to showcase products – it’s a smart move, leveraging the relationships they already have.
YouTube launched new features in August to help creators easily showcase products in their videos. One tool uses artificial intelligence to intelligently place shopping links on screen whenever a creator mentions an item. When viewers click these links and buy something, the creator earns a commission.
Companies used to be unsure about working with influencers, but they’ve increasingly adopted them as ways to measure sales and because video creators have gained massive followings.
YouTube’s Earnest Pettie explained that today’s popular creators are becoming like the trusted figures people used to know from TV and radio – personalities like Oprah. He pointed to Oprah’s ‘Favorite Things’ as a prime example of how trust can drive a phenomenon, and said that same thing is now happening with many different creators online.
Even with economic concerns and tariffs put in place during the Trump administration, U.S. online holiday spending is predicted to reach $253.4 billion this year. That’s a 5.3% increase compared to last year, according to Adobe Analytics.
Social media is contributing to increased online sales. Adobe Analytics predicts that purchases influenced by social media partners – like influencers – will account for 14% more of online revenue.
People are being more careful with their money and are doing a lot of research before making purchases, often turning to recommendations from online influencers. YouTube reports that almost 60% of online users aged 14-24 say their fashion and personal style are shaped by what they see online.
People are less focused on just finding a low price and more interested in discovering great deals and options,” explains Vivek Pandya, director at Adobe Digital Insights. “A lot of shoppers are now relying on influencers for advice on where to find those best choices.”
YouTube is a leading streaming service, capturing 13.1% of TV viewing time in the U.S. during August – more than Netflix and Amazon Prime Video, as reported by Nielsen. Videos related to shopping are particularly popular on the platform, racking up over 35 billion hours of watch time annually, according to YouTube.
YouTube’s shopping feature lets people discover products in videos and buy them without leaving the page. Viewers can easily add items to a cart and complete their purchase directly from the video.
One-click shopping directly from videos has become incredibly popular in China, and this trend is now spreading throughout Asia and the rest of the world, fueling the growth of both live and recorded shopping videos. This type of shopping, often called live commerce or live shopping, combines the engaging aspects of live video with the convenience of online shopping and real-time chat.
TikTok Shop and similar platforms use powerful algorithms that make it incredibly tempting to buy things, encouraging people to explore new products and shopping methods.
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On Thursday, October 16, 2025, YouTube hosted a Holiday House shopping event at Google Spruce Goose in Playa Vista, California. Content creators Diana Extein and Candice Waltrip filmed clothing try-ons, and 15-year-old Peja Anne created a beauty video with her mother, Kristin Roeder, filming.
Hollywood Inc.
With Hollywood becoming more competitive, many people who work on film and TV sets—like crew members and actors—are now finding opportunities working with online influencers who create content for platforms like YouTube, Instagram, and TikTok.
As of July, over half a million video creators have joined YouTube Shopping, according to YouTube.
Creators who promote products can make money through ads and brand deals, as well as commissions.
YouTube currently splits ad and subscription money with its creators and doesn’t charge them a fee when they use its shopping features, according to Travis Katz, a VP at YouTube Shopping.
Business
TikTok users are increasingly selling goods directly to viewers through long, live video broadcasts. While this type of online shopping has been popular in China for some time, it’s only recently gaining traction in the United States.
We’re focused on helping our creators succeed, and this new feature provides another way for them to earn money,” Katz explained. “It’s all about connecting creators with opportunities to monetize their content.
Companies such as BK Beauty, a brand created by YouTuber Lisa J in Austin, Texas, report that content creators on YouTube have been key to boosting their product sales.
BK Beauty’s Sophia Monetti explained that many creators they work with have built strong, loyal followings over time. These creators often have well-established platforms and have been connecting with their communities for years, resulting in highly engaged audiences.
Look, as much as I love YouTube, it’s got a real challenge on its hands with TikTok. That app is *killing* it when it comes to live shopping – people are actually buying stuff *during* streams! And it’s a big deal that Byte Dance, TikTok’s parent company, is being sold to American investors, because that’s what’s going to let the app keep running here in the States, which is awesome for anyone who uses it.
TikTok introduced its shopping feature, TikTok Shop, two years ago, allowing creators and brands to host live shopping streams where viewers can purchase products directly. In 2024 alone, people watched a total of 8 million hours of these live shopping sessions on TikTok.
YouTube believes its large platform and advanced technology give it an edge, plus the strong relationships its creators have with their audiences make viewers more likely to trust their product recommendations.
Bridget Dolan, who leads YouTube Shopping Partnerships, explained that shopping has always been a core part of YouTube, and the company is continually adding features to make it easier for viewers to buy products directly within the platform.
As a reviewer, I’ve been following Cheraye Lewis, a creator on YouTube with over 100,000 subscribers, and I recently learned how much YouTube Shopping has helped her channel. She focuses on things like fragrances and skincare, and she says the platform’s shopping features have been key to building a loyal audience by letting her share genuinely helpful recommendations. It’s clear she’s earning trust through quality, and that’s fantastic to see!
Lewis has been making videos for eight years and has collaborated with brands like Rihanna’s Fenty Beauty.
Lewis explained at Thursday’s event that her goal is to help people – both women and men – feel empowered and self-assured through the scents they choose. She aims to connect with her audience by being honest and genuine.
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2025-10-18 13:32