Introduction to Live Shopping

Live Shopping is defined as a new way of buying and selling online that is based on the promotion of a company's service products through live broadcasts.

Do you want to know more about this concept? Keep reading this post and we inform you of everything you need to know, thanks to our Gowtech in digital marketing and digital transformation .

Origins and evolution of Live Shopping

Live Shopping is a concept that obtained your maximum development during the confinement of early 2020 by COVID-19, given the impossibility of being able to make purchases in physical stores.

Characteristics and benefits of Live Shopping

Faced with traditional purchases, the customer can interact with the company itself, in this way the advertising person or brand that the transmission can respond to doubts that arise to the spectators. In addition, the customer can make purchases instantly with a single click, which facilitates the purchase process much more.

The innovative factor that introduces this new purchase model is undoubtedly the entertainment that creates in the viewer. This is explained by Onlive.site, a Spanish company specialized in Live Shopping . The purchase becomes more than a transaction in which the customer acquires a product and the company obtains the benefits, the Live Shopping creates a new experience in which the buyer feels participant.

Global impact and statistics

This phenomenon has its origin in China. Alibaba, the huge electronic commerce company of the country launched Live Atobado in 2016, a Live Commerce platform. In view of the high income generated by this new concept, it was quickly imitated by brands that sought to increase their sales.

Live Shopping sales in China exceeded 260 billion euros, and it is expected that in 2022 the 400 billion will be exceeded, according to estimates of the consultant Emarketer. Gowtech investigations , Live Shopping in China reaches almost 25% of all purchases.

Current adoption and extended benefits

Currently, according to studies by important companies such as Meta, 73% of consumers made a purchase for apps or online sites; and 70% in e-commerce of brands with physical stores, which shows that more people make their purchases from their devices. But in addition, in Gowtech we know that live trade during pandemic, grew to almost 80% of total sales and we are sure that it is a trend that will not stop growing.

There are currently many companies that benefit from Live Shopping , as it contributes numerous benefits. Great companies like Amazon even have their own Live Shopping platform , called Amazon Live. Social networks and live television have also joined , through which purchases can already be made directly during the transmission of live videos.

Consumer popularity and demand

It has been such the popularity that has gained this new form of e-commerce that even customers are what these sessions demand to know the latest news of their favorite brands.

It is a new highly recommended trend in a company's commercial strategy for various reasons.

  • It is possible to reach thousands of people at the same time, through live broadcasts, so if it is done well, mass sales for the company.
  • It is also a way to generate engagement and create a brand consciousness .
  • It favors the compulsive purchase , through transmissions are products that users do not need but instantly create a feeling of belonging.

Key considerations

But you must take into account other important and decisive factors before launching to sell through this new concept:
- The type of product you offer.
- The person in charge of making live broadcast.
- The platform through which it is carried out.

Normally the products that have a greater reception are those of compulsive purchase , that is, those in which the price does not influence the final purchase decision. Such as products of the fashion sector, DIY, accessories, beauty and jewelry, hobbies , etc.

Gowtech always recommends that the person in charge of transmission is an influencer , and has a close relationship with the advertiser brand . In this way there will be greater coherence and possibly greater acceptance by the public.

As for platforms, social networks especially Instagram, Tik Tok and Facebook have become the most appropriate to sell products through live broadcasts. Many companies also use their own website streaming videos from it and relying from the networks themselves to label the products during transmissions.

Summary and future of Live Shopping

In summary, Live Shopping is a concept that did not exist until a few years ago and has completely revolutionized the form of purchase of many people around the world. Not only facilitates and makes purchases more simple , but also creates an experience and a new way of making a simple transaction.

Without a doubt, in Gowtech we are sure that Live Shopping has come to stay and revolutionize the world of electronic commerce as it is until now, and if not ... time to time.

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