您需要遵循的实时购物趋势才能在2023年保持领先地位

在过去的几年中，现场贸易浮出水面，预计将在全球范围内继续增长。根据分析师的说法，到2026年，现场购物销售可能占所有电子商务销售的20％。此外，直播电子商务市场预计在2024年将达到350亿美元，这比2021年增长了三倍。

由于大多数全球购物者都希望自己的品牌变得更具数字创新性，因此78％的企业使用现场贸易来与受众建立更牢固的联系。采用直播销售的品牌的转化率增加了30％。这是传统电子商务结果的十倍。同时，另一项研究报告说，通过直播销售奢侈品的交谈率为70％。

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您需要遵循的实时购物趋势才能在2023年保持领先地位：

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Benefits of Live Shopping

Here are some of the key advantages that live commerce brings.

• 更好的参与

使您的内容脱颖而出可能具有挑战性。您的客户不断被广告轰炸。品牌必须保持听众的参与度，牢记他们的注意力不断减少和对个性化体验的需求更高。

视频内容肯定具有更高的参与度比率是大多数内容的媒介 - 与朋友共享视频内容的可能性是任何其他类型的内容的两倍。实时购物还使用户可以实时与您聊天。如果您想要更高的参与率，则必须考虑这些因素。

• 快速销售增加

现场购物活动做得很好可以在短短几分钟内将您的产品和品牌曝光。当您的观众享受他们所看到的东西时，他们最有可能邀请其他人加入。

2020年，一位名人珠宝商能够在五秒钟内在视频购物平台NTWRK上出售价值12万美元的金色真空密封剂。这显然是现场零售权的证明。因此，如果您正确购物，那么奖励将是丰富的。

• 提高品牌意识

如果您想有效地建立品牌知名度，则需要在目标受众面前。这正是什么实时购物网络对， 毫不夸张的说。您的听众是否会通过现场流的互动性来认识您，他们可能会记住您。如果您想让事情变得更好，请让有影响力的人或名人举办您的现场购物活动。这可以帮助您的业务在客户中受欢迎并改善您的品牌召回。

• 提示冲动购买

Getting customers to purchase something out of impulse is good for business. In order to make this happen, you need to fully immerse them into a digital shopping experience.

实时购物有助于触发这一需求。The audience will see any others on the live broadcast buying a product. The need is intensified if said product is only discounted until the live event lasts. And if the person promoting it is someone they look up to, then you have a sure sale on your hands.

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现场商业趋势要注意

现场购物在2022年呈指数增长，并涵盖了企业应一直努力实现到2023的趋势。以下是当前的趋势，可以使您对现场贸易的未来情况有更清晰的了解。

一对一的购物体验

If streaming and selling to a broad is not aligned with your brand, you can explore one-to-one live shopping, where each consumer is directly connected with a product-matched specialist. They will get to have personalized consultations and talk to an in-store specialist who can focus on them.

这最适合销售需要更多考虑的奢侈品或购买。这也带来了更轻松的机会。这很容易设置，卖家将能够轻松跟踪客户满意度。

It's cheaper to run too, especially in cases where other streams are making use of influencers. One-to-one live shopping became more popular during the pandemic, which is not surprising, since consumers were looking for new ways to shop.

Its popularity still continues because consumers have come to love the flexibility. They no longer have to drive to physical store locations or turn the internet upside down to find their products. They can just connect right away with experts who know the products well and are trained specifically to sell them.

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在现场流中使用影响者initially started out and became popular in Asia. Streams from the famous "Singles Day" in China were hosted by household names such as Kim Kardashian and Taylor Swift. The results were record-breaking—Kim sold 150,000 perfumes in the first nine minutes of the stream.

最终，以影响者为特色的现场直播也在其他地方流行。例如，Shopify最近与Tiktok的合作使用户可以购买直播中的项目，并与其他人进行实时聊天。他们还可以实时与主机互动。

金博宝188备用网址有影响力的营销在现场购物方面取得了成功，因为它在主机和消费者之间建立了真正的联系。

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产品发布

现场购物也是推出产品或广告系列的一种令人难忘而引人入胜的方式。通过直播引入产品可以有效地产生嗡嗡声和跟踪您的参与度。它还提供了最大化影响者营销的机会。金博宝188备用网址

Many sites and social channels are already using live shopping for their product launches. A good example is Mitsubishi Motors unveiling their newest car on Amazon live. The event became one of the highest-profile ones for the livestream shopping platform.

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全渠道零售

全渠道零售是一种多渠道销售方法，致力于创建无缝的客户体验，无论客户是在实体商店还是通过移动设备或计算机购物。

This helps establish a unified experience that connects the physical and the digital, which is what live commerce is essentially - the merging of physical and digital simultaneously. In this, retailers have to ensure that customers will get the same amount of engagement and attentiveness when shopping digitally, just like the ones they would get when visiting a physical store.

The omnichannel strategy was a result of the forced closures of stores during the pandemic. And even now that we are gradually emerging from it, consumer behaviors and preferences have changed. This is why retailers must aim to maximize the value of each store visit when consumers do opt to do their shopping in-store.

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AR和VR购物

增强现实和虚拟现实市场has already made its presence felt. It garnered $28 billion in 2021 and is expected to make more than $450 billion by 2030. Retailers such as Ray-Ban, Macy’s, and Sephora, have already adopted AR/VR into their retail strategy. Recently, Sephora came up with a “Virtual Artist” feature that made use of AR to provide consumers “virtual makeovers.”

Huge spending potential is a result of the intersection of live commerce with AR/VR. Shopify stated that adding video can help increase conversion rates by over 60% compared to buyers interacting with just images. Brands that added 3D content to their stores also expect an average of 94% conversion rate increase.

AR和VR都可以将实时购物提升到一个新的水平。但是，应牢记关键差异。尽管AR通过将数字元素放入实时视图（使用智能手机摄像头）来扩展用户的周围环境，但VR是一种更加沉浸的体验，因为它用模拟版本代替了真实的环境。

在这方面，可以说AR比VR领先一步，因为它为客户提供了实际的现实世界环境。在这里，他们可以看到现实世界和虚拟对象。如果客户在家具网站上购物，这将很有用，这将是有用的。有些零售商具有实时的商务解决方案，可以通过视频将客户与店内顾问联系起来。顾问可以帮助他们实时看到沙发。

AR/VR可以帮助减少客户旅程中的摩擦。而且，由于客户可以在购买之前可视化产品，因此它增加了对商店的信心。该技术弥合了实物商店和在线购物之间的差距。

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与社会贸易交集

Social commerce is expected to grow three times faster than traditional commerce globally. It's predicted to reach a massive $1.2 trillion by 2025. 62% of this growth will be driven by millennials. With the younger generation of consumers gravitating towards shopping on social apps, platforms are already working on整合现场购物进入他们的策略。

这是由TAOBAO等中国应用程序创立的，TAOBAO在2021年的实时视频流中获得了超过4000亿美元的销售。但是，Instagram和Tiktok快速赶上。

Tiktok Regine不仅是有影响力的营销的现场表演金博宝188备用网址，而且还与流行零售商合作。2020年，蒂克托克（Tiktok）与沃尔玛（Walmart）合作为期一个小时的假日购物商店。这项活动使沃尔玛的追随者基地增加了25％。

在社交渠道上购物会统一并为现场商业体验增加价值。消费者不必留下自己喜欢的应用程序就可以购物，只能在他们观看时将物品添加到篮子里。

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便利购物

便利购物是现场贸易的另一个重要趋势。它结合了物理购物的兴奋与在线商业的便利。大流行的结果是，许多传统商店变得有创造力，并将其零售空间转变为分销枢纽或概念店。

这使客户发现新产品和品牌更加方便。他们可以观看现场直播，以实时研究这些产品，与大型社区互动，并从现场流本身中完成购买。

In this regard, live shopping is upgrading the quality of customer experience, satisfaction, and education for brands. This helps build trust with the audience and establish ever-lasting relationships with them.

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客户解决方案的声音

客户（VOC）解决方案的声音集成使品牌可以及时收集客户反馈。这为他们的需求，期望，经验以及这个不断发展的市场中的痛点提供了洞察力。

品牌可以通过电子邮件，短信甚至机器人在网站上部署调查或购买后的调查来包括VOC作为其现场购物体验的一部分。这些方法使电子商务专业人员能够收集有针对性的见解，以帮助他们调整策略以改善购物体验并帮助提高其转化率。

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Final Thoughts

What makes live shopping click is the dose of personal touch and human connection it brings to digital commerce, which were missing in traditional online shopping. Live shopping is more than just a trend—it’s a win-win strategy that benefits both retailers and customers.