YouTube is now testing shopping features in an intriguing scenario that could transform the video-sharing network into a major social commerce marketplace. So far much of the e-commerce momentum among tech giants has revolved around Amazon, Facebook and Facebook-owned Instagram. Google own offerings haven’t shaped the online retail environment as much as their rivals, but in the consumer-facing YouTube platform, the parent company may have been sitting on a potentially immense e-commerce contender all along.

YouTube’s Now Testing Shopping Features