YouTube is turning your TV into a storefront with Google Pay Shopping

YouTube is taking another step towards turning your TV into a shopping platform. During its Brandcast 2026 event, the company announced a new “Buy with Google Pay” feature that will let connected TV users purchase products directly from ads without leaving their television screens.

The feature is designed to work on TV platforms running the YouTube app, including smart TVs and streaming devices. according to youtubeYou will be able to complete purchases in “just two clicks” using Google Pay.

YouTube is working on these shoppable TV ads from last year. At the time, YouTube featured interactive product feeds that appeared next to advertisements on TV screens, allowing viewers to browse items using their remote and then scan a QR code with their phone to purchase the products.

Now, it looks like YouTube is ready to take the next step by releasing these shoppable ads on YouTube’s TV app.

While this feature is certainly convenient if you want to buy something you’ve just seen advertised, it can also make making a quick purchase dangerously easy.

YouTube’s increased focus on shopping features could make the TV experience more commercial. Interactive ads taking up some of your TV screen are one thing, but direct checkout functionality can make those ads even harder to ignore.

The announcement is part of a larger set of advertising and AI-focused tools that YouTube showcased at Brandcast 2026. The company also introduced AI-powered sponsorship matching, expanded creator affiliate tools, and new AI-powered ad video creation powered by Google’s Gemini, VO, and Nano Banana models.