What Is Live Shopping And Will Take Off?

After graduating College Kelsey Krakon Worked Full Time in a Steakhouse, Bartending and Serving Meals.

She had dabbled with seling clothes online, but only part-time.

But in 2021 that all Changed for Cleveland-Based Ms Krakora.

She switched to seling clothes on Whatnot and Poshmark – Online Marketplaces Where People Can Also Use Live Video To Sell Items.

“My First Live Show With Poshmark Was 27th November 2022. I Sold Zero Things On My First Show … But that didn’t Last Long!”

Now she Around 100 Items per show, Worth About $ 1,000 in Sales (£ 773).

Her Shows Are on Average Three Hours Long and She Does Between Two and Three Week.

“These Events Are Inclusive, Welcoming, You Can Shop In Your PJs, And There’s No Need to Head To The Shopping Mall,” Says Ms Krakora.

Live Shopping has been popular in the Asia-Pacific Region SOME’S Networks Such as China’s Douyin Regularly Host Live Shopping Streams, But NOW Europe and US Brands Are Experimenting Their Selling Products.

Live Shopping is a close Relative to Shopping Channels Like QVC, Where Viewers Are Urged to Call and Buy The Products Demonstrated by Products.

But Live Shopping Acts A Quicker Shortcut From Buyer to Product, Especially In The War Purchases, Made by Popular Online Retailers Such As Amazon.

Also, As Younger Generations Increasingly Cut The Chord and Can’t Access Cable, Shopping Channels Don’t Hold The Same Relevance As They Once Did.

It’s Estimated The Live Shopping Market has reached $ 32bn, with the Most Active Sectors Being Fashion, Cosmetics And Collectibles.

A 2024 Survey From Digital Commerce Platform That 45% Of Us Consumers Have Browsed Or Purchased From Live Shopping Events In The Past 12 months.

Guillaume Faure, Chief Executive of Livemeup, Wrim Shopping Video Software, WHE Provides Live Shopping, Surged in Live Shopping.

“When Instagram Introduced Reels, and When YouTube Launched Shorts, We Saw Live Shopping Really Take Off.”

He’s noticed by tutorials and how-to videos in Live Shopping Events, Such as Hosts How to Apply Type to Make-up, Or Arrange to Flowers to the Most Evocative Bouquet.

However, Some Analysts Think That Live Shopping Is Likely to Have A Limited Appeal.

“Many Companies Have Live Shopping But It Simply Doesn’t Scale,” Says Sucharita Kodali, Retail Analyst at Forrester Research.

“Maybe It Works In China Where the Same Kind’s Store We Have In The Us, Where It’s Better To Go And Try Something On Wiko Watch a Pieching of Clothing,” She Adds.

Jonathan Reynolds, Academic Director of the Oxford Institute of Retail Management, University of Oxford, Also Highlights That The Chinese Market Is Different.

“In China, So-Called Key Opinion Leaders (Kolls) Like Li Jiaqi, The So-Called ‘Lipstick King, Are Well Established,” Hey Says.

“LI Has Carefully His Personal Brand to Demonstrate His Expertise and Build Consumer Trust. Kols Are Also Working Within Much More Sophisticated Platform Ecosystems,” Mr Reynolds Explas.

Even Ms Krakora Ad Admits That Not All Products Work on a Live Shopping Stream.

For example, She prefers to shop for jeans in-person. “I’m Tall, And I Have Specific Cuts That I Wear,” She Says, “and There Are Tried-And-True Styles and Brands I Like.”

Bruce Winder, A Retail Analyst in Toronto, Also Says That For Some Shoppers, The Convenience of Live Shopping Might Be Attractive.

“Consumers May Get Addicted to The Show Or Channel … and Some Consumers May Not Be Be Able To Stop And The As They Get Caught Up In The Moment,” He Adds.

Despite Those Potential Pitfalls, Major Brands and Platforms Have Jumped On The Live Shopping Bandwagon.

Nordstrom, Kit Kat, Samsung and L’Oreal During Thesse Streams As Hosts New Or Discounted Products, And Joining Poshmark As The Host for Theson, Events, Ebay, Tiktok, YouTube and Instagram.

“Live Shopping Lets Have A Conversation With Someone Who Knows The Products Being Sold, and That Generates A Lot of Excitement,” Says Manish Chandra, The Chief Executive and Founder of Poshmark.

“It allso Creates a Community Shoppers Are in the Same Shoppers, And It’s Really A Different Experience Than A Traditional Shopping Trip.”

For Some Brands Live Shopping has begs the Game-Changer.

High-end Fragrance Brand The House of Amouage Partnered With Nordstrom in Late 2024 to Bring Their Live Shopping Events To The US.

Oman-Based Amouage Was Following Up On The Success Thy Suiting In China. In The 140 Live Streams They Hosted With Chinese influencers on The Social Platforms Douyin and Taobao in 2023, Thy Sold More Than 3,000 Units.

The Firm’s Chief Creative Officer Renaud Salmon Says It’s Helping The Company Learn About What Its Customers Want.

“In the Past, We Used Customer Satisfaction Surveys,” Says Mr Salmon, “But Salmon with Live Shopping, We Get Feedback Right Back to My Team Back to Help Refine Our Products.”