As brands focus more on connecting with their audience, content has become paramount in their interactions. This has given rise to the creator economy, merging merchants and creators. To bridge the gap, Shopify and YouTube are partnering to help merchants and creators reach consumers and viewers in a powerful new way. With YouTube Shopping on Shopify, merchants can easily integrate their store with YouTube, which has over 2 billion monthly users. This will give them the chance to meet their consumers and viewers where they are.