Live shopping-a mixture of entertainment and e-commerce-is made from Asia to Western markets, where brands are increasingly turning into interactive direct broadcasting of products and customer involvement.
But since platforms like Tiktok, Instagram, YouTube and Amazon Invest towards this retail, many of them ask whether direct shopping will really start in the United Kingdom.
For Cilsey Krakura, a former waiter in Cleveland, Ohio, direct shopping was a transfer. Since the launch of its first event on the direct sales on the poshmark in late 2022, it now hosts many offers per week, selling about 100 fashion elements per current – and generating more than $ 1,000 (773 pounds) in sales for each event. “These events are comprehensive and welcoming. You can shop in pajamas and there is no need to go to the mall,” says Krakura.
Success installed in Asia
Live shopping has always been common in China, as it was platforms like Douyin (Chinese Tiktok) and Taobaohost thousands of daily matches. The main opinion leaders (KOLS) like Li Jiaqi, the so -called “Lipstick King”, built huge followers and leadership of millions of sales.
The entertainment trade model allows this hosts to show products in actual time, answer questions, and create a sense of urgency with limited time discounts. It has been particularly effective in categories such as fashion, cosmetics and holdings.
According to VTEX, 45 % of American consumers browsed or bought from a direct shopping event in the past 12 months. The global market is now worth $ 32 billion and grows quickly.
Will you work in the United Kingdom?
The image in the United Kingdom and Europe is more mixed. Analysts agree that cultural and infrastructure differences are challenges. “Direct shopping is simply not expanding in the same way outside Asia,” says Sucharreta Kudali, a retail analyst at Forster. “In the United States and the United Kingdom, where consumers are accustomed to trying things in the store and have easy access to material retail, live trade may have limited attractiveness.”
“Chinese influencers are working within the very advanced ecosystems that are not here yet. Confidence and the public are completely designed completely.”
However, brands such as Samsung, L'oréal, Kit Kat and Nordstrom began conducting direct shopping experiments in the United States and Europe. The luxurious Amouage has been successful through 140 direct currents in China, where more than 3000 units have been sold – since then the concept brought to the United States through partnership with Nordstrom. “We are now getting live customer notes during the flow, which we use to improve our products,” says Renaud Salmon, the brand chief official in the brand.
Beyond products offers
Guillaume Faure, CEO of the live shopping platform, sees an opportunity in guidance content. “Educational programs are very popular-show viewers how to apply make-up, design or flower arrangement. It turns shopping into an educational experience.”
Platforms also encourage creative and young sellers to adopt coordination. Poshmark, Ebay and Tiktok offer direct sales tools, enabling entrepreneurs and influencers for sale directly to their fans.
However, not every product works well in this format. Karkura admits herself that she prefers to buy jeans personally – “I am long, and I have specific discounts I know.”
rapier?
“Consumers can be busy at the present time. It's overwhelming and exciting – but it is likely to cause addiction as well,” added the Bruce Winder.
This excitement is exactly the reason why some see direct shopping as the next main retail channel. “It is not just a deal,” says Manish Chandra, CEO of Poshmark. “It is a conversation. It is a society. It changes the way people are shopping.”
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