Live stream shopping is here to stay. This is a new way of selling that will help e-Commerce businesses attract many customers and generate big sales through a sense of immediacy and "hot selling."
In this article, we tell you all about it in detail.
What Is Live Stream Shopping?
It consists of creating sales sessions through live streams on social media. This way, users can purchase the promoted products and interact live via chat or reaction buttons.
In many cases, these streams are organized on special dates and feature influencers to attract more users.
Although it may seem like a very novel idea, in China it is already widely implemented by platforms like Taobao, and it is estimated that during the first half of 2022, a third of Chinese internet users attended a live shopping session.
One example is the case of Maybelline. The cosmetics company launched a new lipstick in China through a live stream shopping event on the Taobao platform. Nearly 6 million people watched the event live, and Maybelline broke its sales record on Taobao.
Does It Work in Latin America?
As we know, with the emergence of COVID-19, e-commerce grew 230% in 2020, and one of the big challenges was the lack of connection between brands and consumers.
Live stream shopping helps solve trust issues, reduces the time spent searching for information since users can ask questions live, and builds a relationship with the brand.
It is important to mention that companies should not try to copy the Asian model because the markets are not the same, but they can draw inspiration from it, adapt it and stay alert to what the future holds.
The Asian platform Shein has adapted this model in Mexico through a live stream every Wednesday in its app, where it showcases its trending collections and, through interactive activities, gives away points or free shipping so users make more purchases.
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What Should I Consider When Doing a Live Stream Shopping Event?
There are some elements that can help your online store succeed with this event, for example:
- Having a platform that supports live streaming and the number of users who may connect.
- Having someone who knows your brand perfectly and can host the event while interacting with your audience, as well as having special guests who help attract more people, for example, influencers. (Don't forget to include this in your budget.)
- Promote your event in advance.
- And finally, the most obvious point, but one we often forget: have the products that will be sold during the stream clearly defined and have your stock ready.
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Conclusion
It is very important to closely observe what companies in China are doing and adapt it to the Latin American market, but above all to the Mexican consumer.
Today, we can already see some e-Commerce businesses in Mexico trying to use it, and it is estimated that by 2026, live stream shopping could account for between 10 and 20% of e-commerce.
Are You Ready to Give It a Try?
If you want us to help you define a strategy to increase the sales of your e-Commerce business, you can get a consultation completely free of charge. At Digitalegia, we are happy to help you.
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