The company announced Thursday the launch of shoploop, a project of area 120, Google’s internal R & D arm, where new ideas are tested with a public user base.

the founder of shoploop, lax poojary, was previously involved in the development of touring bird, an online travel planner, and a member of area 120. Last year, it became one of the few R & D projects. Poojary said his new idea for interactive shopping was inspired by how consumers today combine social media and e-commerce sites when considering buying. For example, users will jump between social media applications such as instagram, then go to YouTube to watch a tutorial or demo, and then – if they like what they see – actually make a purchase.

of course, video shopping is not a novel idea. Some startups, even big companies, have embraced the combination of video and business. Amazon, for example, runs a live platform called Amazon live on its retail website. YouTube this year launched a new form of commercials that can be purchased and placed below the videos to buy products. Facebook has also launched live shopping and made a purchase in 2019. Instagram now has its own shop destination.

there are also some mobile shopping startups that have launched video shopping, such as dote, which raised $12 million last year. Popshop live raised $3 million in January. Ntwrk combines shopping with live events. Depop is sold with photos and videos, similar to instagram. There are applications like yeay and spin. There are also startups that focus on providing technology to brands and influencers in this area, such as bambuser, mikmak and buywith.

that is to say, shoploop has not found a new and undeveloped trend. It’s just a simple addition. Shopping experience is interactive. Instead of just scrolling through pictures and text, users watch videos in which the creators display things like nail stickers, hair products or cosmetics. The team said it started with products in the categories of make-up, skin care, hair and nails, and worked with creators, publishers and shop owners in the market to serve the content of the app. At present, creators have developed their own brand deals for the content they present. Shoploop products themselves are not monetized.

experience is similar to watching YouTube tutorial, but concentrates the best part. The purpose of these demonstrations is to make consumers feel the affinity of brands and products in real life. When consumers find their favorite products, they can save them, or click to guide them to the merchant website to complete the purchase. The app also allows users to follow their favorite shopbook creators and share videos with friends and family.

products like this may prove important to Google’s larger mission around shopping if they get traction. Google recently redesigned its shopping vertical and transformed it to include most free lists in response to Amazon’s growing advertising business. Looking for more ways to attract online consumers may be good for the Internet giant, and this video based shopping experience is particularly appealing to young people.