Updated: Jun 1, 2021

Livestream shopping is on the rise and for a good reason. Live videos hold viewers attention 10-20x longer than pre-recorded, on-demand content.

Thanks to Taobao, Chinese streaming giant, many smaller streaming apps like Bambuser and NTWRK have attempted to mimic the technology used to sell products to thousands in a matter of seconds. On the other hand, big social media names have invested in major tech companies to experiment with their own in-app livestream features.

However, even the big brands are slow to pick up this trending format. Deborah Weinswig a key retail and technology researcher at Coresight Research said that when she discusses live shop technology with employees and brand executives they always ask, 'Why would people want to see me?'. Weinswig explains that 'people want to see you. They want to know who you are. They want to know your values'. Even hosts who are behind the scenes employees have the capacity to connect with customers to give face and story line to a brand. This gives an essentially human feel to streaming commerce.

However, don't be led to believe that livestream shopping is just for the big names. Bloomberg has reported that Facebook is looking towards startups to help build the popularity of live shop experiences on their platform. Potentially, every micro-seller on Facebook Marketplace could have the option to host their own shoppable livestream. Not only this, but interactive video platforms like Smartzer have succeeded in taking smaller brands live to hundred of viewers. Viewers can buy from pre-uploaded product links without leaving the stream, giving way to a whole new platform for impulse purchasing. As a result, this leads to incredibly high engagement rates as well as high click-through rates and conversion rates.

It has been reported that 265 million Chinese internet users bought goods via livestreams in 2020. This accounts for 47% of total stream-viewing audience. This means that one in two viewers of streaming commerce were potential buyers. If you apply this proportion to the US which has 232 million streaming viewers, there is potential for a market of approximately 115 million new customers looking for a more personal online shopping experience.

Livestream shopping gives brands a huge opportunity to achieve high levels of engagement, CTR and conversion. The real-time, personal experience connects brands and customers via the power of technology.

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