E-commerce + live commerce: the winning duo?

June 22, 2021

What is Live Commerce?

Live Commerce is a form of online commerce that allows e-tailers to promote their products live and sell them simultaneously via streaming video. This tool is particularly useful for consumers who need to see the product in action and ask questions before purchasing, which can be difficult when buying online without being able to test it in person.

According to an Ipsos survey, 72% of consumers hesitate to buy online without being able to test the product before buying it.

What are the sales promotion tools available to e-merchants?

To increase their sales and keep in touch with their customers, e-retailers can use different sales animation tools, such as promotional offers, private sales and social media animations. They can also use digital levers such as display, gamification and demonstration videos to increase customer engagement. Live Commerce is a perfect example.

What are the impacts of Live Commerce on your online store?

For e-retailers, Live Commerce can have many benefits, including:

  • An increase in the flow of visitors and the conversion rate on the product sheets presented.
  • A step up in quality thanks to the advice given during the live session.
  • An increase in the accessory attachment rate and average basket thanks to the presentation of accessories that accompany the product presented.

In addition to increasing sales of the product being promoted, Live Commerce can also have a more global impact, such as:

  • An increase in the audience of your site with a higher visit time.
  • An increase in the number of subscribers on your social networks.
  • An improvement of your natural referencing.

According to a study, using Live Commerce is a winning strategy for e-retailers, as it can lead to a positive increase in these metrics.

Live or replay?

Live Shopping is based on the immediacy of the sale, but it is also possible to broadcast the replay on your product sheets or on your social networks to reach an even larger audience.

In the case of Fnac Darty, which presented Microsoft's Xbox live, the live event attracted 5,500 people, while the replay was viewed by more than 12,000 Internet users.

According to a Forbes study, for 90% of consumers, video helps them make a purchase decision.

In addition, a product listing with a video on it generates 37% more shopping cart additions than a listing without a video. By combining entertainment with quality product information, live shopping is a great way to attract consumers, who are more likely to make a purchase. For e-tailers, this new channel is a growth booster with a significant ROI.

China has understood this, according to iReasearch, Live commerce accounted for 4% of all e-commerce sales in 2019 or $61bn and almost tripled in 2020 to $170bn.