YouTube is testing a new kind of TV shopping that could let you buy products from your television in just two clicks. The feature, called Buy with Google Pay, was announced at YouTube Brandcast 2026.
It will be built for your regular YouTube app on smart TVs and streaming devices, not the separate live TV subscription service called YouTube TV.
Here are more details on the addition.
About the upcoming Buy with Google Pay feature
This feature is not a full shopping tab for everything on YouTube. It will only apply to products seen and tagged in a video.
In other words, this is mainly about turning certain ads and product-tagged videos into faster buying opportunities on the big screen.
What YouTube is changing on the TV screen
YouTube is not only trying to make TV ads easier to watch. It is trying to make them easier to act on.
If you are sitting on the couch, see a product you like, and already have payment details saved to your Google account, YouTube wants to remove the extra steps between interest and purchase.
This did not come out of nowhere
YouTube has been building toward this for a while. In 2025, it outlined TV shopping tools such as QR codes on tagged shopping videos and tests that could show products at specific moments within videos.
It also said viewers watched 35 billion hours of shopping-related videos over the previous 12 months, with a growing share happening in the living room.
So this new two-click buying feature is not a random experiment. It is the next step after QR-based shopping on TV. The older approach pushed you from the TV to your phone. The newer one aims to keep the whole process on the television itself.
What you will notice when this rolls out
If YouTube launches this widely, the biggest change for you will not be a brand-new shopping section on the homepage. It will be a more interactive ad experience while you are already watching on a TV. Instead of seeing a product, mentally saving it, and planning to search later, you will get a direct path to buy it immediately.
Some viewers will see that as convenient. Others may feel it pushes the platform closer to becoming a storefront or selling their data.
What to expect next
The most likely next step is not that every TV ad suddenly becomes buyable at once. A more realistic path is that YouTube starts with selected ads, selected tagged products, and specific shoppable formats where checkout makes sense.
That would match how the company has slowly expanded TV shopping tools before this. This is an assumption based on YouTube’s earlier QR code rollout and targeted shopping experiments on TV.