During the past year, companies have had to become more inventive in developing their digital presence and reaching their audiences online. Live-stream shopping is an emerging new method of reaching audiences and showcasing products in a unique and engaging way. Much like teleshopping, it allows brands to pitch directly to consumers with product demonstrations and explanations, and the viewer can then purchase the products shown. However, live streaming offers this in a much more accessible way as you do not need to be in front of a TV meaning the reach becomes much wider and, more crucially, includes younger audiences.

Having its roots in China, live-stream shopping is a rapidly growing form of retail marketing that has already been adopted by mainstream platforms such as Instagram, Facebook and Amazon. With the popularity of unboxing hauls, how-to videos, demonstrations and reviews; it is no surprise that the live-stream industry is reported to have generated $60 billion in global sales in 2019. After the success in China, live-streaming has crossed into the mainstream with Amazon launching ‘Amazon Live’, a 24-hour live-streaming platform, among other media giants such as Facebook, Instagram and TikTok joining the trend.

As this method of advertising is live, viewers are able to interact with the host, asking questions and leaving comments in real time. As many high street stores have had to close during the COVID-19 pandemic, this dialogue between sellers and consumers provides a valuable element of the high street, something that more traditional e-commerce can not offer. Brands are able to focus on building relationships with the viewers rather than focussing solely on transactional marketing. This style of selling can increase both consumer and company satisfaction as it often results in higher conversion rates and more sales as brand loyalty increases.

The impact this could have in terms of influencer marketing is also something to consider. Celebrity hosts typically bring in more viewers and this platform could give influencers the chance to market a product in a way that blurs the lines between entertainment and selling. One of the main benefits influencers bring to a brand is trust, a benefit further supported by live streaming as images are less likely to be altered or manipulated, than they may be when pre-recorded.

Whilst normality is on the horizon, the COVID-19 pandemic has changed the way we shop and has shifted buyer habits towards online retail shopping, a trend that could be here to stay. It is therefore vital for brands to adapt to this new marketing landscape and find new ways of connecting with their audiences, building relationships and creating meaningful interactions. Live-stream shopping could be a good solution for many, and with its growing popularity, it is certainly something to keep in mind.

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