YouTube Shopping

The dark horse.

YouTube Shopping is growing faster than most brand marketers have noticed. Its long-form content format produces consumer trust dynamics unlike any short-video platform. Our surveys examine what this means for brands that have not yet invested proportionally.

What our research examines

The questions we answer about YouTube Shopping.

Our consumer surveys ask the same questions across all four platforms — so the answers are directly comparable.

01
Consumer trust profile
How do buyers rate YouTube Shopping for purchase confidence? How does YouTube's trust profile compare to TikTok, Instagram, and Pinterest — and why?
02
Content and consideration
How does YouTube's long-form review format shape purchase consideration? How does time-to-purchase compare to other platforms?
03
Category performance
Which categories do consumers prefer to buy through YouTube Shopping? Where does its format advantage translate into category leadership?
04
Consumer profile
Who is shopping through YouTube? How does the YouTube Shopping consumer differ from TikTok Shop and Instagram buyers?
05
Purchase intent trajectory
How is YouTube Shopping purchase intent trending vs other platforms? Where is consumer spending heading?
06
What would drive more buying
What would make consumers significantly more likely to buy through YouTube Shopping? How do those factors compare across platforms?
Get the full data

YouTube Shopping benchmarked against all four platforms.

Full report — 1,000-person US consumer survey, platform-vs-platform benchmarks, no platform funding.

Get the Report — $995 → Free executive summary About our methodology