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I have been noticing this in the past couple of weeks. You're right on with about 10-20% of videos being shops. There seems to be two categories to the shop ads. One is "good" content creators that are trying to monetize through the shop. The other is random temu level crap people are trying to just sell.

This comment has made me more appreciative of YouTube Premium. If I can pay a subscription fee, then maybe that will help prevent degradation in the quality of the UX.

YouTube is way more trash than reels and tiktok. Earlier they used to have the ability to hide shorts for 30 days, now they start their android app on shorts.

I hear this a lot but it hasn't been my experience. My Shorts are almost all from channels I already enjoy, whereas my Reels are full of low-quality clickbait. Maybe the quality for each is directly tied to how much time you invest in their platform?

IG now has shops built into the app; I came across one the other day