Live Shopping

What does it mean

Live shopping is one of the latest trends in e-commerce, combining the power of live video with direct product sales. This form of online shopping offers customers entertainment, engagement, and direct interaction with the seller – and provides brands with new opportunities to reach and convert customers. 

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What is live shopping?

Live shopping is a form of online sales where the seller (or influencer) presents products during a live broadcast, and customers can purchase them immediately. It is an interactive and entertaining form of e-commerce that follows the model of TV shopping channels like HSN or QVC but operates in a digital environment—primarily on social media or specialized platforms.

How does live shopping work?

Live shopping is based on three pillars:

• It takes place in the form of live video (livestream).
• It allows for real-time product sales.
• It includes links to products (via "buy" buttons, links, comments).

During the broadcast, the person on the live stream presents specific products, demonstrates their use, answers viewers' questions, and shares tips and recommendations. Customers can comment, ask questions, and shop directly through linked links during the broadcast. Live shopping is often accompanied by discount codes or other exclusive benefits that are valid only during the broadcast.

What are the benefits of live shopping?

Live shopping has benefits for both brands and customers:

• Higher engagement rate: Customers can instantly communicate, ask questions, and get answers in real-time.
• Better-informed decision-making: Unlike static photos or descriptions in an online store, live video allows for a more detailed presentation of the product.
• Entertainment and authenticity: Live broadcasting is authentic, which increases trust and engagement among viewers.
• Higher conversion rates: Statistics show that live shopping often leads to higher sales than the traditional form of online sales.

Where can live shopping be done?

There are more and more options where you can start live shopping. The most popular include:

• YouTube Live – an ideal platform with the possibility to link with an online store (e.g., via Shopify).
• TikTok Shop – a strong channel mainly for a younger audience, where influencers often run successful live shopping campaigns.
• Amazon Live – allows brands and influencers to present products directly on Amazon.
• Pinterest TV – a visually oriented platform suitable for fashion, design, or cosmetics.

Live shopping is not just a trend but the future of online shopping. It brings new forms of customer experience and builds stronger relationships between brands and consumers. If you're looking for a way to gain new customers, increase sales, and leverage the power of video, it's high time to incorporate live shopping into your e-commerce strategy.