How to Launch a Live Shopping Event (and 6 Examples for Inspiration)

If there's one thing we learned from QVC and HSN, it's that people love live-stream shopping. Not even a pandemic could tear consumers away from spending money on these shopping networks.

事实上,QVC在2020年和2021年的营收攀升:

But the customer's dollar doesn't end there—we're seeing a similar trend withInstagram上的现场购物活动，Facebook和其他社交媒体渠道。这是一个新的频道，品牌大小，应该用来吸引听众的注意力（和金钱）。

If you're not already using it to showcase your products, now's a great time to start—especially with live shopping events raking in billions annually. During the pandemic, we saw $5/6 billion in sales. And according to Coresight Research, it'll reach$25 billion by 2023.

Time to jump aboard the gravy train—let's explore what live shopping is and how to use it to grow your brand.

添加您的活动

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How to Launch a Live Shopping Event (and 6 Examples for Inspo):

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What is live shopping?

Live shopping is when a consumer purchases an item in real-time while watching or listening to a host talk about it. For example, on a webinar, live video, or podcast. This type of commerce is becoming more popular as shoppers seek ways to shop without leaving home.

Most use it to showcase product launches and offer product demos to shopping viewers.

Chinese retail giant Alibaba saw the rising live shopping industry back in 2016. So it released Taobao Live, a live-streaming service for Chinese retailers to sell products virtually.

结果：平台grew 150% for three yearsstraight.

Taobao saw exceptional growth in 2020 when it committed to hosting live streams for 300K merchants per day. A welcomed gesture for physical retailers needing to boost sales amid lockdowns.

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What are the benefits of live shopping events?

Live shopping events continue to grow in popularity among consumers because it does two things:

1. Offers convenience to customers
2. 在您的家中提供社交购物体验

这是一种吸引世界上大多数国家和家庭的趋势。截至2020年12月，782 million people在中国使用现场贸易。在全球范围内，通过live stream commerce rose by 76%(compared to pre-pandemic levels).

直播购物已成为首选的社交购物体验 -70％的受访者说他们喜欢其他形式的社会贸易。

The future of live shopping events is promising, with live commerce sales expected to到2024年从170亿美元上升到350亿美元.

但是，除了成为品牌创收的机器外，它还提供以下好处：

• Higher engagement：客户来找您查看您的产品，这增加了与主机互动的几率（例如，提出问题，发表评论，共享链接）。
• Increased conversions: With increased engagement comes conversions, especially if the host answers questions and provides an excellent demonstration.
• Reduced return rates：由于客户可以在行动中看到产品并可以提前提出问题，因此它减少了产品回报的机会。
• More cross-promotional sales: Use a livestream shopping event to showcase product recommendations to increase average basket size.
• Better connection with your audience: Interacting with customers in real-time builds trust and a sense of community for your brand.
• Improved brand awareness: Regularly hosting a live stream shopping event builds visibility and creates positive sentiment for your business.

Live video also plays on FOMO (fear of missing out), which invites larger crowds looking to purchase exclusive products before supplies run out. So use this to your advantage by adding a timer or number of products available to create a sense of urgency.

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哪些社交媒体平台最适合现场购物？188滚球地址

The best social platforms to use for live shopping events depend on a couple of factors, such as your location and audience preferences. Who your customers are will determine the best platforms to use.

For instance, Gen Zers areactive users of TikTokand Instagram, so it makes sense to use these to host livestream events. Then if you're targeting Asian buyers, platforms like Taobao may be more ideal.

When you look at the data in the U.S., it shows thetop platforms for live shoppingare roughly:

• YouTube（30％）
• Facebook Live（29％）
• Instagram (29%)
• 亚马逊直播（21％）
• Tiktok（20％）

Other值得考虑的实时购物工具包括Pinterest电视，Talkshoplive和NTWRK。

Finding the right social media platform to host live shopping events is easier when you know your customers. Use analytics platforms to see where customers engage with your brand the most. And if all else fails, survey your audience to learn their preference for live shopping platforms.

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6 Examples of live shopping campaigns

You don't need to be a large company like Walmart or Nordstrom to benefit from live shopping campaigns. Smaller brands and influencers see impressive results as well. And this holds true wherever you are in the world.

Take, for instance, our first example—a German beauty, health, and lifestyle retailer called Douglas. In 2020, it tested a live commerce platform for its customer base.

The results:conversion rates up to 40%.

Here's an example of its livestreams (which use a mix of celebrities from around the world):

Major fashion brands like Tommy Hilfiger also use livestreaming, but not just in America—the clothing line broadcasted in China during the summer of 2020.

The results:1400万观众tuned in, and it sold out 1,300 hoodies in under three minutes.

但这不仅仅是企业品牌通过现场购物获胜。个人品牌也正在创造实时互动体验。例如，美国电视台的波尔莎·威廉姆斯（Porsha Williams）主持Amazon Live shopping events，为美和时尚提供技巧。她通过在聊天中与现场观众交谈来创造引人入胜的经历。

有影响力的人也在采取行动，但不是您典型的巨型。这次，这是一名微型影响者，拥有8.8k的追随者，出售专业假发。最近的直播捕获了1K观众和8.5k的喜欢：

This proves live streams work whether you're a company, personal brand, or influencer (big or small). Live shopping is a lucrative market anyone can use to sell more products or services.

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How to build a successful live shopping campaign

It takes more than lights, camera, action to make live shopping videos work. Sure, you need the proper equipment (e.g, smartphone, tripod, and excellent lighting) and shopping channel. But it also requires taking proper steps to make the event a success.

在计划您的第一个（或下一个）实时流媒体购物活动时，请记住这些。

1. Use a likable influencer

If you're a brand, then it's a good idea to collaborate with an influencer who's well-liked, personable, and authentic. Consumers prefer to engage with people vs. "brands" because they're trustworthy. If you decide to use someone from your company, then build rapport with your audience first.

2. Make the event entertaining

No one signed in to view a long-winding advertisement. Come off overly promotional and folks will drop off the stream faster than you can blink. Plan ahead with conversation starters, informative tips, and fun concepts. For example, host a baby fashion show if you're selling baby clothes.

3. Offer an exclusive deal

把你的直播into a VIP buying experience and folks will fill your broadcast fast. FOMO is real, especially if there's an opportunity to see a new product or collection revealed for the first time. Put the "event" into live shopping and people will appreciate tuning in every time you hit record. Add a sense of urgency with an exclusive discount, and it's a winner.

4. Be spontaneous with flash sales

Nothing screams "watch me closely" like hosting occasional flash sales on live streams. It keeps followers on their toes and eyeing your feed closely to ensure they don't miss out. They'll even hit the notification button to ensure they're notified whenever you go live, maximizing viewership and sales. Create discount codes to share exclusively in the live stream.

5. Co-host with other creators

This works in two ways: 1) you're not famous, so you piggyback off another influencers' audience or 2) you team up with an equally known influencer or brand to maximize viewership. Either way, make sure there's something in it for the other creator, so they'll agree to a collabo. The guest host can select favorites from your product line to showcase or present a new product they tried and tested (like a testimonial).

6. Provide a product tutorial or DIY session

现在，如果您有产品客户要么不知道如何使用或可以通过各种方式使用，这效果最好。时尚和美丽就是这样的典型例子，品牌分享了佩戴配饰和化妆的技巧和想法。这不仅证明了产品的质量，还使客户的信心也可以使用。

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A case study: WriteCream live shopping events

到目前为止，我们介绍了电子商务品牌可以使用现场购物活动的方式。但这对于包括技术在内的其他行业的公司也很有用。WriteCream例如，是AI写作助理。

它在Google环聊上举办了现场购物活动，但发现YouTube提供了更好的结果。它在平台上托管的一个直播流很好。

It was a 90-minute webinar with 78 registrants and a nearly 70% show-up rate. And most stayed through most of the live stream (75 minutes on average). Plus, some viewers turned into leads and paying customers.

To get viewers to attend and stay to the end, WriteCream promoted a giveaway.

“在网络研讨会结束时，我们根据我们在网络研讨会中显示的内容提出了五个问题。观众必须使用实时聊天选项回答问题。我们为每个问题选择了一个赢家，然后他们可以访问我们的产品自由的。”- WriteCream的创始人Krittin Kalra

The giveaway was a smart move because it helped retain its audience, while also educating them about their product, boosting the odds of conversions.

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Make every live shopping event a special occasion

这是您的第一个或30次实时流媒体购物活动都没关系。每个人都应该感觉像是必不可少的事情。否则，您会看到Wishy-Washy的观点和参与度。

Build a strategy just like you would a blog. Fill your calendar with content ideas for each live stream, focusing on themes, products, and conversations you'll have with your audience. The more entertaining and engaging your shopping experience, the more likely people will watch.

Remember, creating shoppable content is all about your audience—so study their interests and tie them in to make your streams more appealing.