Live Shopping: What is it, advantages and how to do it?
Live Shopping is a trend that brands and businesses use to promote and sell their products or services through live broadcasts on digital platforms .
It is part of a not-so-new method of e-commerce , which gained greater popularity during the COVID-19 pandemic.
According to the Argentine Chamber of Electronic Commerce (CACE), Live Shopping has its origins in the incursion of the then called Live Commerce (a term that continues to be used by a large part of the digital commercial sectors today) in 2016.
Back then, Taobao Live was the precursor to Live Shopping, as it was an e-commerce store that allowed users to simultaneously view and purchase items.
Thanks to this model implemented by Taobao Live and enhanced by the health situation in 2020, the consumption trend known as “see now, buy now” was established, which was adopted by several brands and businesses incorporated into e-commerce.
How does Live Shopping work?
Live Shopping has an intuitive and easy-to-understand mechanic for users. This type of e-commerce works as a real-time broadcast in audiovisual format, with the possibility of transacting live. Likewise, Live Shopping provides the differential ease of being part of an event and having a conversational experience.
Advantages of Live Shopping for your e-commerce
Any trend that is novel or presents relevant content for customers will always create a positive impact and give an advantage over the competition.
In this case, Live Shopping meets these expectations and the ability to generate new interest in customers. Below, we will mention the main benefits and advantages that Live Shopping has for your e-commerce:
- Makes shopping easier: sales can be maximized with the help of a public figure or influencer .
- There is a larger audience: the services or products offered can reach more people regardless of their geographic location.
- Builds brand loyalty – This is a long-term advantage as more sales are made, increasing brand value and customer loyalty.
- Improves customer experience: This is a much more dynamic e-commerce model where the customer can compare, contrast and discuss the product in real time.
- It's multi-device: it's now much easier to access Live Shopping via mobile devices.
- There is direct communication: if there are any doubts, the client can ask for their needs to be addressed in real time, which creates two-way conversation channels.
Live Shopping is a growing trend, so it is important for brands to know how to use it appropriately. Offering new experiences to customers is essential to convey a fresh and updated image of the brand.
Companies that have practiced Live Shopping
Companies and brands that have opted for Live Shopping have shown that there is an advantage in terms of customer experience compared to traditional e-commerce. Below we will mention some companies that use Live Shopping:
Amazon
Amazon was one of the first companies to incorporate this e-commerce model into its business structure. Although product purchasing is currently available in just a few countries, it is possible to enter and see the interface that Amazon Live offers its customers.
AliExpress
One of the most popular e-commerce platforms at the moment, created by Alibaba Group (who also created Taobao Live), has experience in Live Shopping and how to operate it correctly.
Like Amazon Live, interaction to purchase products is restricted to some countries, however, it is possible to access the AliExpress Live site to learn about the interface and mode of operation of this Live Shopping.
Tommy Hilfiger
The American multinational company began to venture into Live Shopping in the spring of 2021. According to data collected from that event, the total audience was 14 million people.
And to show the potential of this type of e-commerce, during the first 2 minutes of the presentation, 1,300 items of the brand were sold.
Where to carry out a Live Shopping
You don't have to be an established brand to be part of the Live Shopping trend. It is true that there are brands (like Amazon) that have the capital to create a special website for Live Shopping, however, there are other alternatives that have benefited thousands of businesses and emerging brands or entrepreneurs to sell their services and products.
Social media and platforms have always been at the forefront, so brands and businesses can now promote and sell their products through their channels.
Media such as Instagram, TikTok, and even Twitch have been a fundamental part of the development and expansion of different brands. On these types of social platforms, it is possible to create Live Shopping that, although the performance is not the same as Live Shopping on a brand's website, there is always a considerable part of the audience that is willing to purchase products and services.