YouTube expanded its partnership with Shopify to strengthen its shopping-related content and extend its reach in the commercial world.

The expanded alliance allows US-based Shopify Plus and Advanced merchants to join the YouTube Shopping affiliate program through the Google & YouTube app on Shopify. As a result, select creators can feature these merchants' products in their videos for broad exposure. Merchants can also manage their affiliate program and view analytics, tagged content, and products. 

In addition, Google announced the release of a new Chrome extension for US creators participating in the YouTube Shopping affiliate program to facilitate product tagging and revenue estimation. This extension will help creators keep track of products and calculate potential earnings without leaving the retailer's website.

Analyst QuickTake: YouTube's expanded partnership with Shopify is a strategic boost for both companies in the creator economy and ecommerce fields. For YouTube, the integration deepens its commitment to affiliate marketing and provides creators with enhanced tools to monetize their content through Shopify's merchant network, increasing platform stickiness and revenue potential. Shopify benefits by extending its reach into the YouTube ecosystem, offering merchants streamlined access to a vast audience of creators and buyers, and increasing the visibility and effectiveness of its affiliate program.