Marketing
Live streaming sales strategy catching retailers, brands attention
October 21, 2022
Live streaming shopping, which is a big retail sales approach in China, is starting to take root among U.S. brands and retailers as not just a way to spur sales but to engage with customers.
Born from the QVC television shopping channel strategy, live-stream shopping via social media channels is being viewed as a viable way to gain trust with young consumers as well as another way to collect shopper data, according to a Wall Street Journal report.
Beauty retailer e.l.f. Beauty is already immersed in the trend with shopping events on TikTok and the live shopping app Ntwrk.
"It isn't huge in terms of being a revenue generator; it's huge in terms of engagement," Ekta Chopra, the company's chief digital officer, told the Journal.
Walmart is working with startups to create live-shopping videos and is building an internal platform as well, according to the Journal report. It's following on the heels of Amazon which moved into live-stream shopping six years ago and has expanded the strategy for partners and third-party sellers though it did cancel a daily show back in 2017.
Related Media
Subscribe
Get the latest news and resources from Retail Customer Experience.
