Live Shopping: the future of e-commerce in France?

First appearing in China in 2013, live shopping has seduced more than 560 million Internet users in the country. According to Huachuang Securities, in 2020, this new trend generated $15.9 billion in sales in China. And that's not all: according to Frost & Sullivan, global live shopping revenues are expected to reach $413 billion by 2022.

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Given these impressive figures, it's clear that live shopping has enormous potential to revolutionize the world of e-commerce. But if its future seems assured in Asia, what about its future in the West, and more specifically in France?

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Live Shopping: a new face for home shopping

Before going any further, it's important to understand what live shopping is. Remember teleshopping, popular in the 90s? Live shopping is its digital-age equivalent, only much better.

Instead of simply extolling the virtues of a product on screen, live shopping allows viewers to take part in a unique experience, ask questions live to the host or influencer, see products in action and buy instantly. This creates an interactive and engaging shopping experience for the consumer, and a golden opportunity for brands to boost sales and engage their audience.

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Live shopping: a boon for brands

The popularity of live shopping in Asia is no coincidence. It offers an online shopping experience close to that in store: consumers can see the product from all angles, watch a live demonstration and ask questions. What's more, the live video can then be integrated into the product sheet for replay consultation, adding long-term value.

By using live shopping strategically, brands can encourage impulse buying and save consumers time and effort. It also opens up opportunities to reach new markets: international brands such as Lancôme, Louis Vuitton and Kim Kardashian Perfumes have already collaborated with Chinese influencers to reach the Asian market.

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With the advent of live shopping, conquering new markets is also easier. How do you do this? By using foreign influencers like American and European companies such as Lancôme, Louis Vuitton or Kim KardashianPerfumes who decided to collaborate with Chinese influencers to break into the Asian market.

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The future of live shopping in France

In France, confinement has forced many companies to turn to live shopping. Brands such as Fnac Darty, Leroy Merlin and Cultura have embraced this trend and enjoyed significant success.

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Fnac Darty ran 47 live commerce operations in 2020, generating 2.7 million views.

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Leroy Merlin saw a 270% increase in sales in 48 hours after a DIY live video with influencer Renaud Bauer.

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Cultura saw a 211% increase in basket additions for a watercolor palette presented during a live show.

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Although live shopping is still in its infancy in France, initial results are promising. It offers brands a unique opportunity to stand out and innovate their digital marketing strategy.

It's clear that live shopping has a bright future in France. The question is: is your company up to the challenge?

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