Live Shopping is already a standard for online purchasing in China. Moderators or popular Influencers take customers on tours via live video and answer questions via chat. With on average 50,000 livestreams and over 260 million views daily, shopping streams in China will generate sales of US$ 300 billion this year alone, and the trend is rising. For Europe and Germany, sales per Live Stream also offer enormous potential, according to Arvato. Enabling brands and retailers – even during COVID-19 – to open additional channels for increased sales and attracting new customers.
Live Shopping in Europe is becoming more and more popular. This trend started in China and the rest of Southeast Asia. However, now consumers in Europe are increasingly watching these events to get inspired to buy some clothes and other fashion items.
Live Shopping is basically nothing more than traditional teleshopping. Think of home shopping television stations such as QVC (US, UK, Germany, Japan, Italy, China), TJC (UK), Tel Sell (the Netherlands) or Tvins (Scandinavia). Not only the medium is different, customers are also more involved as they can interact with a brand via chat or other on-screen functionalities.
More and more consumers in Europe have begun to explore virtual shopping events. Now, 70% of European customers answered favorably when asked if they would be open to Live Shopping. Meanwhile in Southeast Asia the majority of these customers are young Millennials. Those interested in Europe are mostly between the ages of 32 to 43.
About one in five brands started using Live Shopping as a sales channel since Summer last year. And now, more than one in three fashion and beauty brands have offered at least one of these events. Beauty companies rely on regular livestreams, and fashion companies offer occasional events. Both branches clearly prefer the integration of Live Shopping into their own webshops but advertise events on social media channels.
Last year, the use of shopping apps increased by almost 50%. Brands and e-commerce shops can use this development to connect directly with their customers via app-based events. Moreover, it is also possible to organize it through social media. Approximately 70% of Live Shopping events are currently held on brands’ and retailers’ own websites.
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