Google is releasing a new ‘channel gadget’ that will aim shorten the path to purchase and translate video views to sales. The new technology will finally allow brands to sell products through their YouTube Channels.

The new ‘shoppable’ videos will allow brands to partner with third-party technology providers to allow viewers to click on a product and make a purchase.

Google described the changes in a blog post last week:

“To shorten the path to purchase and translate video views to sales, today we’re introducing a new channel gadget on YouTube that will enable consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience. This new channel gadget will enable shoppers to seamlessly move from browsing how-to videos and featured products to finding which retailers carry them, check availability, compare prices and make a purchase, all with fewer clicks than today.”

Hair care brand, TREsemmé, is the first to use the technology and has already built a YouTube channel featuring a number of prominent YouTube personalities and other trend setters in the hair and beauty category.

Engagement technology company, Gloto, is powering the TREsemmé site and has partnered with YouTube for similar interactive projects in the past.

Viewers watching the channel can now click on the products used in the demo videos for more information and to buy from a selection of retailers, however the new function only appears on brand channel pages — not when videos are embedded on other sites.

The experience is being powered by Gloto, an “engagement technology company” that has partnered with YouTube in the past to produce interactive mobile apps.

Google says that the new gadget will be made available as a “premium offering” for its consumer good clients, and is asking advertisers to seek out their respective Google representatives to explore the option. Google does not take a cut of sales made through the gadget, a spokesperson for the company said.