The new revolution coming to France - Live shopping explained by Théo Lion de Coudac

Since its appearance in China and the United States, Live Shopping has established itself as a major innovation in e-commerce. Since the pandemic, this trend has gained momentum in France, offering a whole new online shopping experience. But what are the benefits of Live Shopping, and how does it differ from the Chinese and American markets? And above all, why should brands make it part of their digital strategy? Discover all the answers in video 👇

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What is Live Shopping?

The world of e-commerce is constantly evolving, and one of the most striking innovations of recent years is undoubtedly Live Shopping. This format reinvents the online sales experience and offers incredible potential for boosting your sales. Live Shopping, also known as Live Commerce or Live Streaming, is a fusion of e-commerce and live streaming. Retailers use Live Shopping to present their products live, answer consumers' questions, animate sales channels by offering exclusive Live discounts and, in turn, boost sales.

Live Shopping benefits

Live Shopping transforms online shopping into an interactive and engaging experience. It allows customers to see products in action, ask questions in real time and receive instant answers. This leads to increased engagement, better product understanding and, ultimately, higher conversions and sales. What's more, Live Shopping offers an entertainment aspect that traditional online sales channels can't replicate. Live demonstrations, interaction with the host and other customers, as well as the opportunity to enter time-limited offers, all contribute to creating an exciting and addictive shopping experience.

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Live Shopping in France vs. the Chinese and American markets

Live Shopping has exploded in China thanks to platforms like Alibaba's Taobao Live, attracting millions of viewers and generating billions in sales every year. In the USA, giants like Amazon and Facebook have also embraced the trend, although the market is less mature than in China. In France, Live Shopping is following a similar trajectory. Social media platforms like Facebook and Instagram have begun to offer Live Shopping features, and brands are experimenting with this new sales channel on their own platforms. However, cultural and market differences exist. For example, French consumers tend to prefer a more intimate, product-centric online shopping experience, with promotional offers at the core (inflation and economic crises are no small part of this), while the Chinese and American markets often focus on show and entertainment. The good news is that the French market is less saturated, offering unique opportunities for brands wishing to stand out from the crowd by modernizing their distribution channels.

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Benefits of Live Shopping for brands

When you're a brand, integrating Live Shopping into your digital strategy offers several advantages. First of all, it allows you to stand out in a crowded marketplace by offering a unique experience to your customers. It also boosts consumer confidence by enabling them to see products in action and interact directly with salespeople; a real close relationship is created, with regulars returning to each Live to exchange with the community. Finally, it can also boost conversion rates by encouraging impulse buying through exclusive offers and real-time promotions. In conclusion, Live Shopping is a promising trend that has the potential to transform the online retail experience in France. For brands looking to stand out from the crowd and boost customer engagement, it's an opportunity not to be missed.

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