Live shopping is a concept within online marketing that has really gained momentum and become more relevant than ever during the Corona pandemic, when it was, as we know, not possible to shop in physical stores, but instead triggered online shopping like never before.
However, live shopping is not exactly a new concept, but it can be said that it has definitely been revitalized. You may be familiar with the concept of teleshopping/TV shopping, where one could previously purchase products through TV marketing, allowing customers to see and hear recommendations for products they were considering acquiring.
Live shopping can be seen as an evolution of the 90s concept of ‘TV shopping’. Instead of being placed on TV stations, live shopping has become an integrated part of social media and is here to stay.
Live shopping in a nutshell
Many businesses today choose to invest in creating informative and interactive live streams on social media platforms such as Instagram, Facebook, and Snapchat, allowing consumers to see products live and ask questions along the way.
The live stream format on social media provides ample opportunity for users to respond to and interact with the business that is streaming and explaining their new products and launches.
With the comment section open and the ability to like and share the content, a business can quickly reach large portions of their target audience by showcasing their products and answering questions from consumers via the comment section.
Why live streaming products is a good idea
For consumers, these live streams make a lot of sense, as these live videos can provide the experience they would normally have in a physical store, where they can approach a salesperson to learn more about a product.
With live shopping, it is more convenient for the individual consumer to gain more knowledge about a product in the comfort and safety of their own home.
I could mention many cases I admire for their ability to host live shopping events, including Nailster, with whom I have previously worked. They have created the coolest online nail universe. Below you can see one of their previous live shopping events.
For the business, live shopping provides an opportunity to connect with the target audience on a more personal level, where interaction with customers quickly gives a sense of what the target audience is really looking for.
Who is live shopping for?
This new way of shopping targets the segment of consumers who frequently use social media, often to follow businesses or influencers who regularly share content about products that individual customers are interested in being introduced to.
On several social media platforms such as Instagram and Facebook, it has also become a feature to conduct live shopping directly from the app.
The live shopping feature can be used by businesses across all industries, but it has been primarily utilized by the fashion and jewelry industries, as well as the home decor industry.
However, there are often apps that can support your live shopping, including the Danish app ELISA, which has become extremely popular in recent years.
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