YouTube could soon be converted into a shopping platform letting users purchase items featured in videos directly from creators and brands.

Google has begun testing new technology which would allow content creators to tag items within their videos, then sell them directly to customers via integrated tools from Google Shopping.

Bloomberg reported that the search engine giant will offer sellers its range of analytics tools and is working to integrate Shopify into YouTube.

Google stated that these features were currently only being tested, but should they be rolled-out, it could put the company in contention to challenge e-commerce giants like Amazon and Alibaba.

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