Direct purchase is not new. The television formula, or teleshopping, invaded our screens in the 80s and 90s, offering live product demonstrations. Purchases were then managed by call centers in charge of taking orders. If shopping channels still exist, their audience is less and less popular. On the other hand, with the evolution of e-commerce, live shopping has found new outlets and is on the way to regaining its glory days...
When China reinvents live shopping
It all started in 2010 in China, at the initiative of influencers who used the video medium to invite their fans to virtually follow them in shopping sessions in Los Angeles and New York. Live shopping or shoppertainment was born and its use has been growing ever since on platforms like Instagram. A trend that today seduces more and more e-commerce players to attract new consumers and renew the user experience.
Live shopping on e-commerce sites is popular
In a study conducted in 2020, 78% of Spaniards, 67% of French and 59% of British respondents declared their interest in at least one form of live shopping. Among the different channels proposed, 60% of European consumers are in favor of a live broadcast on e-commerce sites, 53% by those on social networks and 50% by content produced and published by influencers.[1]
Live shopping to increase engagement
So how can live shopping help your brand in the competitive e-commerce environment?
In the tradition of home shopping, it encourages users to order a product during the broadcast of a streaming video. This new format can also combine shopping and entertainment, like a game or a fashion show. This is called shoppertainment. In both cases, the aim is to engage consumers in an immersive and interactive experience to accelerate conversions.
This is particularly well suited to certain product categories, such as electronics, fashion and cosmetics, according to a Forrester study.
link : https://www.prestashop.com/fr/blog/actualites-prestashop
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