China is setting the digital trends of today – especially in e-commerce. One of these trends is live video shopping, a symbiosis between live video streaming and online shopping with direct interaction between brand / retailer and viewers. Last but not least, China’s sales increase € 134 billion in 2020, which corresponds to an increase of 210% compared to 2019, shows the dynamism and potential of live video shopping.
The COVID-19 pandemic and the associated digitalization have also made the Live Video Shopping service interesting for brands and retailers in Europe. As people spend significantly more time online, purchasing behavior and consumer needs have changed significantly. Many are looking for new, exciting experiences in online shopping. Brands are also asking themselves how they can stay in contact with their customers despite changed conditions and how they can win over coveted new, younger target groups.
With live video shopping, brands and retailers can offer their target groups a new type of e-commerce experience that is likely to become an important component of the e-commerce strategy in the long term.
This white paper provides initial answers to four key questions:
- What is Live Video Shopping?
- Where does live video shopping originate?
- Where are the opportunities for brands and retailers?
- What makes a successful live show?
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