Google's research and development lab, Area 120, has unveiled Shoploop, a video shopping platform for finding, reviewing and purchasing goods, the tech company announced on Thursday.
With the platform, users can watch 90 second or less videos to discover a range of products and access product reviews from other users. Customers can save products to buy later or click to buy it directly on merchants' websites, according to the company announcement.
For now, Google is focused on beauty merchants, content creators and publishers with an emphasis on makeup, skincare, hair and nails. The platform is currently available via mobile, and the company is developing it for desktop, per the statement.
The Shoploop platform is Google's most recent venture into shoppable content. Last month, the tech giant debuted shoppable video ads on YouTube, a feature which yielded positive results for American Eagle Outfitters' underwear brand, Aerie.
Google joins a growing list of companies experimenting in shoppable content. While Snapchat rolled out its first shoppable series to showcase streetwear brands last month, Instagram enlisted Sephora and other brands to launch a checkout service that allows shoppers to buy products directly from a user's feed or stories. Instagram also recently opened up its shopping feature to creators.
As social media sites capitalize on their audiences, other companies have either developed shoppable content for themselves or other corporations. In April, NBCUniversal introduced a shoppable e-commerce platform for small and large businesses, and Poshmark launched the Posh Stories function for sellers — a feature that allows users to create and share shoppable videos and photos of their listings. Additionally, last month Verishop added shoppable content to its iOS app for select brands and influencers.
Long before the COVID-19 pandemic disrupted retailers' brick-and-mortar operations, companies like eBay and Ikea had already begun experimenting with shoppable feeds. But as the coronavirus dissuades consumers from shopping in stores, brands and retailers have been forced to reach out to shoppers as they shelter at home and connect digitally.