LiveShopping, also known as Social Shopping, is one of the most dynamically developing methods of promoting online stores . It's a way to advertise products, primarily fashion, that has the potential to revolutionize the e-commerce market, not only during the pandemic. What is live shopping?
Live Shopping – how does it work?
Online shopping has been gaining popularity for years, and the pandemic has only accelerated the shift of customers from brick-and-mortar stores to online. While we value this option for its convenience and time-saving benefits, it's undeniable that it doesn't offer the same shopping experience we experience when visiting a shopping mall. This includes not only the lack of the ability to try on items, but also the lack of professional advice, access to additional information, and the feeling that shopping isn't a mechanical activity but rather a truly rewarding experience.
Therefore, to meet customer expectations, clothing companies are increasingly offering a slightly different, yet equally exciting, brand experience: Live Shopping. This is an online event that interested parties can join via social media platforms to actively participate in the collection presentation. What does this look like in practice? The brand organizes events to which stylists and even influencers are often invited, who present products live, discuss trends, and offer fashion advice. Models also participate in these events, trying on clothes from the collection, combining them according to expert advice. This also provides customers with inspiration, which is typically found in stores through styles displayed on mannequins. These presentations often also offer discounts that can only be used during the live event.
Live Shopping – the power of interaction
The very idea of presenting products through media is nothing new. The first television channels specializing in live merchandise sales appeared in the United States as early as the 70s. Recognizable hosts participated in showcasing product features, and as the show's popularity grew, celebrities from other media outlets joined in. However, the audience's role was limited to simply ordering goods by phone. However, the idea of Live Shopping offers customers much more. Each user has a real say in the program: they can ask questions, comment, and seek expert advice in real time. This makes the entire process more reminiscent of standard shopping at a mall, where a salesperson can always be reached for assistance.
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An interesting aspect is the ability to interact with other people who join the online event. Each user can read the opinions of people who have already purchased a given item, which in turn provides social proof. Potential customers don't have to rely solely on information from those paid for advertising by the brand ; they also have access to reviews from users like themselves. An additional attraction for buyers is the presence of influencers who present products, share their experiences, and answer users' questions. This creates two important mechanisms: the shopping process becomes a show, and the user feels that the distance between them and the star they admire on TV or online is shortening. And who wouldn't want to go shopping with their idol, as if it were an old friend?
Live Shopping and the benefits for e-commerce
LiveShopping, however, is a beneficial solution not only for customers but also—and perhaps above all—for e-commerce retailers. COVID-19-related restrictions have only accelerated a process that was already evident long before—customers are increasingly choosing the convenience of online shopping over visiting brick-and-mortar stores. For brands seeking to adapt to the demands of modern consumers, it was clear long before the pandemic that they needed to find a way to engage their customers and provide them with an exceptional online shopping experience. The only question was how to do it.
Social media, however, came to the rescue . This is where the social lives of 21st-century people are increasingly concentrated, and it's where we most often seek entertainment, advice, and inspiration. It's also a natural way to interact with people—not just friends, but also strangers with whom we share similar interests or life circumstances. It became clear to brands—especially clothing brands—that this was a response to the needs of a changing market. From the perspective of entrepreneurs, this form of shopping has several key advantages.
- gives immediate feedback on products
Participants in live social shopping sessions share comments, which allows the brand to gather feedback on its products and draw conclusions from them when planning future collections.
- allows you to reach customers wherever they are
Whether it's a city center, a mountain chalet, or a villa on another continent, no matter where potential customers are located, you can engage them and help them make a purchasing decision. Distance from the nearest shopping mall with a customer service representative is no longer a factor.
- enables the use of influencers' potential
Events featuring recognizable faces always generate excitement and interest among users. Their involvement increases the appeal of products to buyers and can contribute to increased sales.
- gives you the opportunity to establish interpersonal contacts
A well-executed LiveShopping experience can give users the impression that they're shopping with friends, even if they don't know the people participating. This sense of social interaction is an added bonus, especially during pandemic restrictions.
- introduces a show element
Live try-ons, styling, discussing trends, and interacting make online shopping more attractive and more exciting, which translates into a greater willingness to make a purchase.
- allows you to better present the product
Photos can't capture every detail of a product, and even the best text isn't a substitute for live storytelling. Therefore, streaming offers stores much greater opportunities to showcase a product's benefits.
- helps attract new customers
Attractive content with lots of useful information about products is a draw for new audiences who have not yet encountered the brand.
Where does Live Shopping take place?
LiveShopping can be done using various mobile apps – both those dedicated to live shopping and the more versatile ones we use every day. Currently, the most popular among internet users are online shopping via Facebook and Instagram . The social media giant offers the ability to create these types of events for any user with an account on the platform, even if it's not a company Facebook page. Creating LiveShopping events as a store, however, provides additional options to support sales – you can add links to the featured products or even highlight products from the store run by the social media platform.
There are even special groups on Facebook , such as Live Broadcasts or Sales Broadcasts, where various brands broadcast live streams. What does this mean for sellers? You can benefit from LiveShopping even if you don't yet have a community built around your brand.
In addition to Facebook and Instagram, there are other apps available that allow you to sell online. These include:
- ShopShops – one of the first platforms of this type, operating since 2015. Initially popular mainly in China, but now enjoying significant popularity in other parts of the world, including the United States.
- Buywith – an application mainly for influencers who want to promote themselves among Millennials and Generation Z.
- Popshoplive – also an app primarily for teenagers. It facilitates payments and shipping, making it suitable for teenagers looking to test their skills in sales and establish a presence online. The app is available for iPhones only.
- Yeay – an app also aimed primarily at teenagers, but also available in the Play Store.
- WEBLIVEview – a platform created for larger brands looking to increase online sales. Designed primarily for selling high-end goods, it's not specifically targeted at teenagers, but rather at a more mature clientele.
- Livescale – an app primarily for brands, not budding influencers. It has a more subdued tone, so it can be used to attract customers from a wider age range.
There are, of course, many more apps for creating this type of content, and new ones are constantly appearing on the market. However, in Poland, they currently have relatively little popularity, and LiveShopping is beginning to develop primarily on existing social media platforms.
Who is Live Shopping for?
This shopping model is now being used by everyone – from large, recognizable brands to small boutiques, influencers, and even teenagers looking to clear out their wardrobes. To start selling this way, you don't need professional equipment, lighting, or a recording studio. All you need is a smartphone with a LiveShopping app, a charismatic host, and basic social media knowledge, and you can join the emerging race for the attention of live shoppers. Will this trend truly revolutionize e-commerce? One thing is certain – LiveShopping is becoming increasingly popular and is a brand promotion method that's definitely worth exploring.
The most frequently asked question about Live Shopping
Live Shopping (or Live Commerce) is a modern form of online sales that combines live video streaming with the ability to immediately purchase the featured products. This format resembles classic teleshopping, but is fully interactive and takes place primarily via social media or dedicated platforms within an online store.
This phenomenon originated and gained enormous popularity in Asia (especially China), where in-person shopping quickly became a market worth hundreds of billions of dollars. The effectiveness of this model meant that the trend quickly spread to Europe and the United States, becoming one of the most important developments in modern e-commerce.
This format builds tremendous trust and significantly shortens the distance between brand and consumer. Among the biggest benefits are:
- Higher conversion: Limited-time offers (available only during the live stream) trigger impulse purchases (FOMO effect).
- Fewer Returns: A product presented in action by a presenter (who discusses its details) allows customers to make a more informed decision.
- Instant feedback: The ability to immediately answer questions and address viewer objections in chat.
The best starting points are social media platforms where the store already has a built-in audience – primarily Facebook, Instagram, and recently the incredibly successful TikTok. For more advanced e-commerce, dedicated tools and plugins are emerging that allow you to embed a streaming window directly on the store's product page, facilitating a smooth transition to the cart.
Authenticity is key to success. Popular influencers and internet creators in a given niche are excellent hosts, as they attract their own community. However, engaging company employees or the owner themselves is equally effective – no one will speak about the product with such passion and substantive knowledge as they do.
Summary
The above article covers the following topics:
- how live sales work on the internet,
- Live Shopping effects for the e-commerce industry,
- the most popular places for Live Shopping,
- Who will Live Shopping work best for?
