Livestream shopping

Livestream shopping is a new e-sales format where stores present consumers with products through a live stream.

It picks up from the concept of teleshopping, where the consumer can order a product presented on TV with information on its strong points, its price, and user accounts.

Livestream shopping is booming in the French market, seducing consumers through the authenticity of the purchasing experience. Directly interacting with the seller and being able to get responses to their questions from the comfort of their own homes reassures consumers in their on-line purchases. In addition to providing a unique experience, the sale is practical in that it can be done easily from home. The product is presented in detail and is sometimes worn, as in the case of clothes. There is no longer any need to go to a store to try things on!

Interactive

The biggest advantage of livestream shopping is that it offers a direct interaction with your clients. Of course, nothing can replace the presence of a sales rep being face-to-face with a client … but livestream shopping comes quite close to a real interaction. When your brand ambassadors interact directly with your clients, they generate emotion and confidence in the client. And of course, building a good relationship with a client increases the chances of concluding the sale and a happy client is likely to come back and re-order from your brand.

Practical

In addition to being interactive, livestream shopping is simple. No more long queues in-store or monotonous presentations on e-commerce sites. With livestream shopping the client can ask for more information on the product directly, can visualise the product being worn or tested live, and can hear instant accounts, all from the comfort of their sofa! And when a client is waiting impatiently for a product or a new collection, private messages allow the brand to answer post-live stream questions from clients and to prolong the relationship through advice.

Authentic

Livestream shopping proposes a new form of on-line shopping which is immersive, fun, and authentic. No two brand livestreams are the same. Livestream sellers can bring a creative and human touch which reflects the image of the brand and its values. The client can appropriate the brand and its products, have a unique shopping experience, and learn more about products than on a traditional e-commerce site or in-store.

It builds client loyalty

Livestream shopping allows sellers to interact with viewers, the clients, respond to their questions and reassure them about their purchase, creating a really close connection. Online, subscription systems can transfer a customer base into a “community”, linked to the brand and given the latest information or notifications from the brand. Livestream shopping also has the advantage of being digital: it makes it possible to precisely measure performance and participant engagement.

It develops reputation

A company wishing to develop its visibility and reputation has to have a digital presence. In addition to acquiring new clients and building loyalty among the existing customer base, e-commerce helps increase sales. A brand page on social networks helps refine the brand image, grow its popularity, and maintain its place on the market.

It reaches the right targets

With the development of social networks and new technologies, on-line shopping or e-commerce now has access to the most highly-performing analysis, communication, and referencing tools on the market. And this bodes well for livestream shopping, because on-line sellers can directly reach their targets through the intermediary of publicity and partnerships with influencers.

Good livestream shopping does not simply mean turning on a camera. Here are some tips for successful livestream shopping:

• Successful livestream shopping requires good equipment. Although it does not require the same set-up as teleshopping (in fact this could even be detrimental to livestream shopping), good image quality is recommended so that the client can see the products clearly, as well as to consolidate brand credibility.
• There is no room for improvisation! Livestream shopping aims to get close to clients and a lack of professionalism and questionable statements will send viewers/clients running. It is best to prepare a script with the details of each product being presented in order to optimise sales. Speech should be understandable, concise, and sincere.
• If livestream shopping is to work well, clients need to be informed of the event. Much as with special offers in shops or new collections on e-commerce sites, communication is essential. To attract viewers (potential clients), you need to pique their curiosity and expectations. They should be waiting impatiently for the livestream to buy the products. As well as improving the visibility of the brand and the event, teasing, FAQ, and statistical analysis can help perfect the livestream before the big day, and can help identify the best timeslot for publications and future livestreams.

The livestream shopping market is booming in France. While e-commerce sites are making life hard for physical shops, livestream shopping is the new treasure of on-line sales. Consumers are increasingly buying from their own homes for various personal reasons (comfort, choice, etc.), as well as a result of COVID-19 (closed shops, lockdown, etc.).

Livestream shopping offers an authentic shopping experience which is practical and reassuring, where clients can buy from their own homes and ask questions of sales staff, much as they would in a physical shop. They establish a contact with a brand representative (customer relations) and can see the product move and be tested by/on someone before buying it themselves. Livestream shopping is estimated to convert ten times more than e-commerce sites.