What: Google expands on its commerce business, including a new YouTube live shopping beta.

Why is it important: YouTube, which boasts that its massive userbase of more than 2 billion people accounts for nearly a third of the internet, is poised to be Google’s best weapon in the battle to dominate social or video commerce.

Google revealed new retail efforts, including a beta program for YouTube livestream shopping and updates to help retailers reach deal-hunting shoppers. So if you’re watching a supported livestream on YouTube, you can now browse and shop products in real time, without interruption.

The news arrives at a pivotal moment for social commerce, as Facebook, Instagram, Snapchat, Pinterest, TikTok and more have been looking to dive deeper into online shopping trends, including live shopping, augmented reality try-ons, shopping with friends and other initiatives.

Social media companies see a cash cow in social media shopping, though it doesn’t come without risks — namely, undercutting the appeal of the very influencers who power these platforms, their popularity and their commerce bids. In essence, if all they become are product pushers, it’s hard to imagine fans will continue to follow, like and subscribe at the same levels./nbsp]

YouTube also revealed a new monetization tool this week. Now available broadly as a beta feature, Super Thanks allows fans to applaud — read: tip — to show appreciation for single uploaded videos, ranging from USD 2 to USD 50.

Google also revealed new search and Google Shopping updates targeting bargain shoppers and amplifying seasonal promotions. For instance, companies can set public promotions so that they only apply to first-time customers, as well as distinguish specific deals for indexing via organic traffic, which is free, versus paid listings.

Google Reveals Commerce-Related Updates