Today’s crowded marketplace has become a battleground for attention. And there might be no better way to capture buyers or users than YouTube, the planet’s second-most visited website, behind Google. Plus, the video-streaming service is uniquely effective at outperforming other channels in impacting consumer behavior. YouTube viewers are two times more likely to buy something they saw on the platform.
It also stands out among its social media peers, with YouTube viewers four times more likely to use the platform to get information about a brand, product or service.
The challenge with YouTube is in standing out on a platform cluttered with creators, eCommerce competitors and distractions. Below, we provide five actionable steps on how businesses can effectively leverage YouTube to sell products and drive traffic to their website.
Learn more: Multichannel selling or best online selling sites
Why YouTube is integral to selling online
When it comes to selling online, getting your product or service in front of a large audience is critical for success, especially if you're starting a business with little money.
YouTube just happens to be a very powerful marketing and sales too due people’s love of video-based information and its hyper-personalized recommendations system. It's reach is also growing with YouTube videos now appearing on over 791.3 million search engine results pages in the U.S.
Read also: How to start a business
How to sell on YouTube: 5 steps for getting started
As it looks to further compete with Amazon, Google has been making it increasingly easier for businesses to sell on YouTube. To get started, you’ll need to do the following:
01. Set up your YouTube account
Create a YouTube account. You'll need to create a Google account first, but if you already use Gmail or other Google app, then you're good to go. Your Google Account comes with a personal YouTube account. To open a Brand Account, click "Create a new channel" from your YouTube Account page and follow the setup prompts. Note: brand accounts can have multiple managers.
02. Create a landing page or online store
You don’t necessarily need a website to start selling on YouTube because you can promote products that you offer on online marketplaces or are sold by another brand.
However, a website can help you retain full visibility and control over your listings, as well as customer data. A website also serves as one place—free of distractions—where customers can explore everything your brand has to offer.
Another perk: If you use a platform like Wix eCommerce, you can start an online store that's automatically integrated with YouTube. Wix is one of few website builders that support YouTube Shopping (more on this later) and gives you all the tools to create a professional-looking site.
Learn more:
03. Study up on all the ways to sell on YouTube
YouTube is a goldmine for promoting and selling your products, but the best approach really depends on what you’re selling and what you want to achieve. Let’s dive into several popular methods to get started.
YouTube Shopping
YouTube Shopping is a free, powerful tool intended to help brand owners and creators reach wider audiences. It lets you promote products directly within your content, whether as product tags (in videos, Shorts and live streams), product shelves, linked end screens, the "Store" tab of your channel—and more.
That said, you need to meet certain criteria to quality for YouTube Shopping:
You must be part of the YouTube Partner Program
Have at least 1,000 subscribers on your channel
Your channel is not set as Made for Kids and doesn't publish a large number of children-oriented content
Your channel hasn't received any Hate Speech Community Guideline Strikes
YouTube Shopping integrates with platforms like Wix, allowing you to easily connect your store and make your product listings visible to your audience. On Wix, simply add Google and YouTube as a sales channel. You can either connect an existing YouTube Shopping account to Wix or create one on the spot. Then, select the products you want to list on YouTube—and Wix will automatically send all of your product images and details to your channel.
YouTube Ads
Use YouTube Ads to promote your products directly to your target audience. These ads play before, during or after videos and can send viewers straight to your website or product page.
YouTube offers a variety of ad formats, including:
Skippable in-stream ads: These ads can be skipped after 5 seconds and play before, during, or after videos. They’re great for driving traffic or increasing brand awareness while giving viewers the option to continue watching their chosen content.
Non-skippable in-stream ads: These ads must be watched in full (up to 15 seconds) and ensure your message reaches viewers completely. They’re ideal for making a strong, concise impact.
Bumper ads: Short, six-second non-skippable ads designed for quick and memorable messages. Good for increasing brand recall.
Masthead ads: Premium placement at the top of YouTube’s homepage for maximum visibility, often used for major campaigns.
YouTube Shorts ads: Specifically designed for short-form content, these ads appear between YouTube Shorts, allowing you to capture attention in bite-sized moments.
Note: YouTube ads are managed through Google’s advertising platform, so you’ll need to open a Google Ads account if you want to advertise on it.
Organic promotions
You can always sell on YouTube in the good old fashion way. In other words, create content that naturally incorporates your products, like:
Product mentions into your videos: Mention your product naturally within your content. For instance, if you're filming a vlog or educational video, highlight how your product fits seamlessly into your routine or solves a specific problem.
Showcase the benefits of your products in tutorials or demonstrations: Create videos that show your product in action. A step-by-step tutorial or demonstration can highlight its features and benefits, helping potential customers see how it can add value to their lives. Visual proof is often more persuasive than words alone.
Add links to your product pages in the video description: Make it easy for viewers to take action by including direct links in your video descriptions. Pair these links with strong call-to-actions like “Check out this product here” or “Learn more about how this can help you.” This way, interested viewers can quickly find more information or make a purchase.
Affiliate marketing
If you don’t sell your own products or have an eCommerce store, you can still earn money by promoting other businesses’ products through affiliate marketing. This involves partnering with brands and including unique links in your video descriptions or mentioning them in your content. When viewers click on these links and make a purchase, you receive a commission.
04. Plan your YouTube content strategy
Before you start publishing product videos to your channel, take some time to plot out your content. This is probably one of the most important steps when it comes to successfully selling on YouTube. We recommend taking these steps to start:
Define your target audience: Think about what content they might be interested in. Younger audiences, for example, may prefer Shorts and content in more bite-sized formats. Or you might find that your audience prefers vlog-style videos over "how-to" tutorials.
Research your competition: Take time to study similar creators or businesses in your niche to understand what works and what doesn’t. Analyze their content, engagement strategies and audience responses. This can help you identify opportunities to differentiate your own content while staying relevant.
Set specific goals: Lay out clearly what you want to achieve with your YouTube presence. These can include increasing brand awareness, driving sales or generating leads. When it comes to selling on YouTube, your goals might be very specific (e.g., to sell a certain quantity of products within a specific timeframe). Your goals should be measurable and trackable with clear timelines.
Stick to a schedule. Consistency builds trust and keeps your audience coming back for more. Whether you plan to post weekly, bi-weekly or monthly, set a reliable schedule to establish a rhythm and encourage viewers to stay engaged with your channel over time.
Optimize for search: While not technically a search engine, the way users find content on YouTube is similar to how they might engage with a search engine. To this end, you'll benefit from performing keyword research on YouTube to find relevant search phrases and terms (or even trending topics) to optimize your videos for maximum visiblity.
05. Create high-quality videos
The quality of your videos speaks volumes about your brand. So, our top recommendation is to invest where you can in production value. More specifically:
User the right equipment: You don’t need expensive gear to create great videos, but basic investments make a difference. Start with a tripod for steady shots and a good microphone for clear sound. Over time, upgrade your lighting and consider a DSLR or mirrorless camera for higher-quality visuals. Focus on one area at a time to improve gradually.
Watch out for your lighting and sound: Use natural daylight by positioning yourself near a window or invest in affordable LED light panels for consistent lighting. For sound, an external microphone like a lapel or shotgun mic will ensure clear audio, while reducing background noise like fans or traffic will further enhance quality.
Edit with precision: Tools like Adobe Premiere Pro, iMovie of the Wix Video Maker are great for all skill levels. Use editing to trim content, enhance visuals and add graphics or transitions. In general, keep effects minimal to maintain focus on your message.
Don't neglect your thumbnails: Thumbnails and titles are your video’s first impression, so make them count. Use tools like Wix's AI-powered Photo Studio to create bold, visually appealing thumbnails with clear fonts and cohesive colors. Craft titles that spark curiosity—like “5 Secrets to Baking the Perfect Cake”—to draw viewers in and make them want to click.
How should I market my business on YouTube?
As with any sales channel, your content isn't going to sell itself. Make sure you have a good YouTube marketing plan in place to create high-quality content and keep the momentum going after you've published a new video.
Ultimately, successfully marketing your business on YouTube hinges on consistency, engagement and providing genuine value to your audience. Concentrate on understanding your audience and fostering a sense of community on your channel.
For more specific tips, try the ideas below.
Partner up with influencers
You don’t need to break the bank to work with influencers. Look for micro-influencers—those with smaller but highly engaged audiences—who genuinely align with your brand. They’re often more affordable and can feel more authentic to their followers. Whether it’s a product review, a giveaway or a simple shoutout, these partnerships can help boost your visibility and engagement without blowing your budget.
Read also: How to sell on Instagram and how to sell on Facebook Marketplace
Host live Q&A sessions
Use YouTube’s live streaming features to engage directly with your audience. But don't just answer questions—mix it up. Consider hosting “behind-the-scenes” live streams to show how your business operates. Or, run live polls to let your audience shape the conversation and invite guest experts for a casual chat. You can even spotlight customer stories in real time. Show off your brand's personality and have fun with it.
Co-market with other brands
Why go it alone when you can partner with another brand? Find a company that complements yours and join forces for campaigns, events or cool content. For example, LEGO and Airbnb once teamed up to create an epic IRL and online experience.
Whether it’s a joint campaign, product bundle or social media giveaway, collaborations like these expand your audience while offering something fresh and exciting. It’s a win-win for both brands and your customers.
Engage with your audience
Don’t just post and ghost—jump into the comments and start real conversations with your viewers. Answer their questions, thank them for watching or even ask for fun suggestions on what they’d like to see next. People love feeling heard, and it builds loyalty.
Here's a unique idea: try creating a video where you respond to some of your favorite comments. Also, don’t forget to network with other creators in your niche. Drop thoughtful comments on their videos (not just “Nice vid!”), or even suggest a collaboration. A solid, engaged community is the secret sauce to growing your YouTube channel and your business.
Drive YouTube traffic back to your website
Your YouTube channel can be a powerful tool for driving traffic to your online store, but it’s all about how you connect the dots. Start by including a compelling call-to-action in your video, such as, “Want the full breakdown? I’ve got more tips waiting for you on my site” or "Grab yours before it’s gone—link below." Focus on what your audience will gain, rather than a generic “check out my store” plug.
Then, make sure your site delivers, with easy navigation, enticing visuals and maybe even a discount code for your viewers. Don’t just rely on links in the description; use pinned comments, product overlays or a quick demo of the product to spark curiosity.
Don’t have an online store to link to? You can create an online store and run your business with Wix eCommerce.
Learn more: Ecommerce vs. social commerce