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    What'd the future of livestream shopping look like in the globe?

    Anne Broadwin
    11 replies
    The future of shopping through livestream is looking bright as more and more consumers are turning to this form of e-commerce. In countries like China and Indonesia, livestream shopping has already become a mainstay, with platforms like TikTok and Shopee leading the way. One of the main drivers of this trend is the rise of affiliate and influencer marketing. As creators and merchants partner up to showcase products on livestreams, the line between entertainment and shopping becomes increasingly blurred. This allows for a more engaging and interactive shopping experience, as viewers can ask questions and make purchases directly during the livestream. In the United States and European countries, the adoption of livestream shopping is still in its early stages, but it is expected to grow rapidly in the coming years. As more consumers become comfortable with the idea of shopping through livestreams, we can expect to see more brands and retailers jumping on board. Additionally, the increasing popularity of social media platforms like TikTok, which have built-in e-commerce capabilities, is likely to accelerate the growth of livestream shopping in the US and Europe. Overall, the future of shopping through livestreams is looking very promising. With the combination of affiliate and influencer marketing, social media platforms, and the ability to interact with customers in real-time, livestream shopping is set to become a major part of the e-commerce landscape in the years to come.

    Replies

    Yohan Totting
    inLive
    inLive
    Curious to ask Anne, what do you think about direct-to-consumer live streaming(on the brand-owned website) compared with a platform based live streaming like Tiktok?
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    Sheldon SU
    Fabrie
    Fabrie
    If you know Chinese, I'll definitely recommend you to search for articles studying the different practices 快手、抖音、淘寶＆拼多多 have adopted in the past few years. Again, the key question in the long run, what added value does live-streaming actually provide? Further, if we're about to do some math here, is allocating traffic to live-streaming profitable for these big platforms? If tiktok can monetize faster and more efficient with ads, why bother doing live-streaming at all? From the consumer point of view, we're all competing for their time. The biggest threat to live-streaming is how convenient it is to go shopping in the mall, Netflix and gathering with friends.
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    Anne Broadwin
    @sofia_pitstop There you go, very good insight! Those social commerce giants in China are no doubtedly the biggest players in live shopping. TikTok has been trying to copy the success of Douyin to overseas markets. And very good points on the traffic allocating and time competing! As an algo based platform, it's certain for TikTok to monetize traffic thru Ads, but i think from a more strategic point of view, getting the crown in live shopping area would give ByteDance a better chance in winning the younger audience - their time and money, since live shopping could be a form of entertaining content as well
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    Anne Broadwin
    I think it's certainly becoming a global trend, but needs time to foster in some markets.
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    Anna Chen
    I have seen anchors explain the products in their hands in English in the video, and the live broadcast will gradually become popular.
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    Anne Broadwin
    @annachen_ which platform did you watch on? Amazon?
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    Lydia Cohen
    Influencers will likely play a bigger role in Livestream shopping, as they can help to build trust and credibility with consumers.
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    Anne Broadwin
    @lydia_cohen yes, I’d say that’s where the influencers value lies in - to build and maintain and convert that trust with the audience
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    Anne Broadwin
    @lydia_cohen that's absolutely true, that's where the value of influencers lies in
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