In a world where social media platforms constantly evolve, one trend has captured the attention of both consumers and brands alike: livestream shopping. Lucy Robertson, Head of Brand Marketing at SEEN Connects, delves into this phenomenon, exploring its origins, rapid growth and undeniable impact on the retail landscape. Read on to learn the reasons behind the skyrocketing popularity of livestream shopping and its implications for the future of e-commerce.
Flicking through TikTok these days at times seems reminiscent of browsing through TV channels, every so often landing on a QVC-style live shopping feed flogging anything from heatless curlers to tupperware solutions. Maybe I do need a Stanley cup. Perhaps I should give the Pink Honey eyebrow glue a try. Am I really adding a salad spinner to my basket right now…?
It’s an evolution anyone keeping an eye on Asia’s ever-evolving social media landscape may have predicted some time ago - that we’d now be turning to TikTok not just for entertainment and advice; but for shopping viral products demo’d live in our For You Page. We’re now not only following the make-up tutorial - or the styling tip - or the kitchen hack - in real time, we’re shopping the products there and then, likely with delivery in just a matter of days to our doorstep.
And with the livestream commerce market set to hit a revenue of $35B in the US this year, it’s a format that isn’t going anywhere.
So why are we all hooked on livestream shopping?
Often fronted by creators, livestream commerce feels like a realtime interaction. Rather than being presented with an ad shot, edited and refined well before it pops up in your feed, livestream feels like a genuine social experience - often times, a chat with a mate who’s convincing you to purchase the latest product they’ve become obsessed with (#TikTokMadeMeBuyIt anyone)? Make-up demos go unedited, styling tips are as real as they come and product tips don’t get affected by a clever editing tip - it might still be a sell, but at least it’s an authentic one.
Over in China, the livestream shopping business has been booming for some time - with some creators racking up over $1Bn in revenue from just one stream, and fandoms in the millions being built around some of the stars of this sector.
Why should I integrate this into my brand strategy?
Let’s get the elephant in the room out of the way - livestream shopping only works for a particular type of product. Something you can demo live, with a price point that feels easily accessible to your consumer. But with the right product, and the right set-up, you can expect to see monumental sales figures - in some cases, conversion can more than double when you flip to a livestream strategy.
It can give brands an ideal set up, too - think the setting of a physical retail store, with the eComm convenience. US brands are hot on the trail here - take Fenty Beauty, who launched their own livestream shopping service back in 2022, and with the brand expanding into China this year (announced just a few days ago via Weibo), we expect to see livestream shopping become a huge part of Fenty’s marketing strategy in 2024 and beyond.
How do I get started?
The key here is incentive. Ensure you have a product up for grabs that’s perhaps limited edition, or a unique colourway, all to drive that “hype factor” - there’s a real sense of community that comes with livestream shopping, as consumers take to comments to share their wins of securing the goods.
Your host is also just as important as your product - make sure it’s someone who is credible in the space you’re playing in. If it’s a beauty item, get an MUA or skincare expert on board. If it’s an accessory, a known stylist or someone who is followed for their fashion credentials. Your host should be personable and someone who can react live in a moment - interaction with the audience is key, sales points shouldn’t feel rehearsed - truly see it as a live eCom version of telling your colleagues about that new product you’re obsessed with.
Whether you and your brand are already dabbling in TikTok’s plethora of eCom options, or if you’re just about to run your first shoppable ad - now is the time to get ahead, take stock of the stats and understand what works best - the future of online shopping is, increasingly, leaning towards livestream.
