Shopify’s (TSX:SHOP) Partnership With YouTube Could Unlock Billions

Shopify (TSX:SHOP)(NYSE:SHOP) has secured a new partnership with YouTube.

| More on:

E-commerce giant Shopify (TSX:SHOP)(NYSE:SHOP) hasn’t had a good year. The stock has dropped 74% year to date. Meanwhile, the company is struggling with layoffs and diminishing consumer demand. It needs a catalyst to unlock the next leg of growth in the years ahead. 

The company’s latest strategy to kickstart growth involves partnerships with social media platforms to boost access to consumers. This week, the Shopify team announced a new integration with YouTube. Here’s how this collaboration could unlock value for long-term shareholders. 

YouTube shopping

YouTube is the most popular video-streaming platform in the industry. The amount of content uploaded and viewed on the site surpasses most streaming giants. That’s because the content is user generated. YouTube doesn’t have to spend billions of dollars to produce shows. 

YouTube communities traditionally generate revenue through the platform’s built-in advertising engine. However, many creators also sell their own consumer products and merchandise to supplement income. That’s where Shopify comes in. 

Yesterday, the YouTube team announced that creators in the United States with over 1,000 followers were eligible to add their own Shopify store to the description box below each video. That means viewers can buy merchandise without leaving the YouTube platform. This feature could streamline the process of recommending items and selling them directly via live stream — a concept that is already popular in China. 

If the project is successful, it could unlock billions in additional sales for Shopify. YouTube receives 14.3 billion visitors every month, 1.7 billion of which are unique monthly visitors. 62% of U.S. adults use the platform daily and the platform generated US$28 billion in ad revenue last year. An integration with Shopify could divert some of this attention to Shopify’s merchants. 

Shopify’s outlook

YouTube isn’t the only platform that’s announced a Shopify integration recently. The team has also managed to secure partnerships with other social media giants like TikTok and Instagram. All these platforms are popular for social recommendations and product reviews of consumer goods. In China, shopping for clothes and makeup through a livestream is a lucrative business model.

But it remains to be seen if this can work in other parts of the world. Shopify also has to deal with declining consumer confidence and economic pressures. Rising inflation is cutting into disposable income, so it’s unlikely that these social media partnerships will offset such headwinds. 

Nevertheless, investors should keep an eye on Shopify’s new growth strategy. The stock is beaten down right now, so any indication of growth ahead could be a positive catalyst. The stock price is already up 6% this morning after yesterday’s announcement. 

Bottom line

E-commerce giant Shopify faces a brutal year ahead. Consumer confidence is declining as inflation reduces disposable income for ordinary shoppers. To offset this, the team has secured new partnerships with social media platforms like YouTube and TikTok. If successful, these partnerships could unlock tremendous value for long-term investors. Keep an eye on this new growth strategy. 

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium service or advisor. We’re Motley! Questioning an investing thesis — even one of our own — helps us all think critically about investing and make decisions that help us become smarter, happier, and richer, so we sometimes publish articles that may not be in line with recommendations, rankings or other content.

Fool contributor Vishesh Raisinghani has positions in Shopify. The Motley Fool has positions in and recommends Shopify.

More on Tech Stocks

investment research
Tech Stocks

Is OpenText Stock a Buy, Sell, or Hold for 2025?

Is OpenText stock poised for a 2025 comeback? AI ambitions, a 3.8% yield, and cash flow power make it a…

Read more »

The virtual button with the letters AI in a circle hovering above a keyboard, about to be clicked by a cursor.
Tech Stocks

Emerging Canadian AI Companies With Big Potential

These tech stocks are paving the way to an AI-filled future, but still offer enough growth ahead for a strong…

Read more »

Young Boy with Jet Pack Dreams of Flying
Tech Stocks

Is Constellation Software Stock a Buy, Sell, or Hold for 2025?

CSU stock has long been a strong option for high growth, high value stocks. But are there now too many…

Read more »

An investor uses a tablet
Tech Stocks

Canadian Tech Stocks to Buy Now for Future Gains

Not all tech stocks are created equal. In fact, these three are valuable options every investor should consider.

Read more »

dividend growth for passive income
Tech Stocks

2 Rapidly Growing Canadian Tech Stocks With Lots More Potential

Celestica (TSX:CLS) and Constellation Software (TSX:CSU) are Canadian tech darlings worth watching in the new year.

Read more »

BCE stock
Tech Stocks

10% Yield: Is BCE Stock a Good Buy?

The yield is bigger than it's ever been in the company's history. That might not be a good thing.

Read more »

Happy shoppers look at a cellphone.
Tech Stocks

So You Own Shopify Stock: Is it Still a Good Investment?

Shopify (TSX:SHOP) stock has had a run, but there's still room to the upside.

Read more »

A person uses and AI chat bot
Tech Stocks

AI Where No One’s Looking: Seize Growth in These Canadian Stocks Before the Market Catches Up

Beyond flashy headlines about generative AI, these two Canadian AI stocks could deliver strong returns for investors who are willing…

Read more »