In November 2021, YouTube will host weeklong livestreaming event (Holiday Stream and Shop). Here social media will market their own products directly. They will put shoppable videos — whereby YouTube becomes a shopping destination. It will set up a new division focused on shopping. To begin with, there were cable networks by showing online video. They floundered along the way. China, however, made e-commerce to flourish on social media. YouTube would like to replicate the Chinese experiment. YouTube rivals such as Facebook, TikTok and Snapchat too are trying, to crack this market. YouTube has additional benefit — Google’s online retail partnerships with Shopify, Square and others. It connects YouTube to merchants and delivery systems. YouTube wants to leverage its stars too.