More and more brands are using Live Commerce to showcase their products. This approach allows them to :
On the consumer side, Live Shopping offers:
- an entertaining and informative experience that recreates that of the physical store;
- increased trust in the brand and its products thanks to the authenticity of the live experience and the humanisation of the digital experience;
- a simple and instantaneous purchasing process.
These advantages make Live Commerce an attractive new sales channel for both brands and their customers.
To encourage your consumers to try live shopping, you need to highlight one of its main advantages: the possibility of having the same experience at home as in a shop. Your consumers can see the product from every angle and have access to authentic and transparent information thanks to live interactions. All from the comfort of their sofa!
By inviting your customers to take part in a live shopping event through an email campaign or on social networks, and by offering, for example, promotional codes that are only valid during the live event, you create a feeling of exclusivity.
It is likely that your customers will share these good deals on their social networks, which will give you additional visibility. This social aspect of Live Shopping, added to the emulation that can occur during the live chat, can strongly encourage the purchase.
Finally, the choice of presenter is crucial. By choosing an influencer, you will have access to their community. He or she will be able to communicate on the live event with them and thus ensure you a larger and already engaged audience.
Whether known or not, the presenter must be an expert in his or her field and know the product inside out. His or her opinion and presentation style will greatly influence the customer's decision to buy.
In China, where it originated, Live Commerce is essentially based on social networks that integrate payment methods directly into their applications. Chinese users therefore buy the products presented without leaving the live stream. This is what distinguishes it from videos on Youtube or lives made in China on social networks.
Indeed, in France, with the new Shopping feature on IGTV, the visuals of the products are presented under the video and refer to the merchant's site as is the case for the links located under the Youtube videos. Customers are then forced to leave the live stream. It is therefore possible that they do not complete the purchase process.
By using a Live Commerce application that integrates the purchasing functions directly into the video broadcast, you simplify the buying journey while reassuring your customers. Your offer is transparent and reliable to consumers, who will then have a stronger commitment to your brand.
By focusing on authenticity and simplicity, Live Shopping reassures consumers. Assured of the quality of the products and immersed in an entertaining experience, they are more likely to make the purchase. The figures prove it: the transformation rate of a live shop is between 15 and 35% when it is only 1 to 1,5% on a classic e-commerce website.