In Neal Mohan’s 2026 CEO letter, YouTube says it is “focused on frictionless commerce” and that viewers will be able to purchase creator‑recommended products without ever leaving the YouTube app. When a creator talks about or recommends a product in a video or Short, YouTube plans to show an in‑app buy option so the entire checkout happens inside YouTube instead of opening a separate store site. YouTube will use AI product tagging and other shopping tools to detect products in videos and attach shoppable links, turning more videos into instant storefronts and giving creators ongoing sales from their back catalog. Fully seamless “never leave the app” buying experience is scheduled to expand broadly through 2026. I think it can be a much bigger deal than TikTok shops, since the YouTube audience is more inclined to buy real books. Your thoughts?

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