The next 4 Live Commerce trends for 2023
February 22, 2023
Live Shopping is a powerful commercial animation tool for e-commerce. Did you know that 65% of the top 50 French e-tailers have implemented a Live Commerce strategy? In this article, we share with you the 4 next evolutions of Live Shopping identified by our teams:
Most Live Shopping sessions are relatively short, typically lasting between 20 and 50 minutes. Data shows that a Live Shopping view is longer than a traditional ad, averaging between 7 and 9 minutes, which allows for greater product and brand visibility. A duration without equivalent when we know that the time of attention on Internet was reduced these last years to 8 seconds (source Google). But you still need to know how to use this space wisely.
Exclusive content, rewards, quizzes, polls... In 2023, the quality of Lives will increase in a major way, both in terms of the formats imagined and the interactions with your community.
By applying gaming techniques to your Live Shopping events, you can intensify the interaction and loyalty of your viewers, and create a memorable and unique experience for your brand. We strongly advise you to think about the scripting of your content to offer an immersive and playful experience to your viewers.
According to The future 100: In 2023, brands will have one last important mission after these last few anxious years: rethink their offerings under the sign of joy and play!
The sooner you test attractive formats, the sooner you will establish yourself as an engaged and creative brand. Add to these formats data collection processes (retargeting of replays, email campaigns etc.), and you will have a deep knowledge of your customers and their intentions
Live Shopping responds to customer demand for more immersive and interactive communication with brands. But the potential of the replay before, during and after the Live is often ignored.
Live offers retailers and brands a strategic opportunity to create a "Content Factory" to generate unique and original content adapted to various formats that will have a significant effect on customer experiences. Live content can be used to animate commercial highlights, to set up an event that will attract the audience and to differentiate.
"80% of the views from a live-shopping session are after the live session ends."
Data analysis shows that the majority of views related to the viewing of a Live Shopping event occur after it has been broadcast . Replay content can be segmented and integrated into the customer journey: From a product page, the replay will start at the moment the product has been presented, ...The replayed replays (shorts, best ofs, capsules) can be broadcasted on social networks and reused as needed in the customer experience.
Implementing a content strategy into your action plan will sustainably and systematically improve the quality of your product or service pages, and build customer confidence during their buying experience. Incorporating a testimonial from an expert in the field will provide valuable assistance to customers in completing the conversion process.
If you don't have clear objectives in mind, the analysis of your data doesn't mean much. You would never launch a campaign without first determining your success indicators. Live Shopping is no exception to this rule.
When it comes to improving the customer experience, understanding data is a must. But to leverage it well, you have to find it first. In 2023, Lives analytics capabilities will expand, allowing for deeper exploration and better understanding of your results.
Understanding your audience and its behaviors during your Lives is an important data in the creation of your commercial scenarios. It will allow you to refine your speaking engagements and optimize the results of your campaigns. Identifying when your audience is most likely to participate and when they are least likely to respond will be critical to achieving your goals.
The quality of the exchanges between your audience and your brand will increase thanks to the integration of feedback during and at the end of your Live Shopping. By establishing this new close relationship with your customers, you will be able to know their opinion on certain products, their expectations and their feedback on the Live itself. This transparency opens the way to a more community-based, more engaged Live Shopping experience where users become your own ambassadors.
A systematic analysis of user satisfaction after viewing lives or replay allows you to better understand which lives are performing well and why. This data allows you to focus the lives on the information that viewers want; always in a strategy of continuous improvement.
Thanks to the synchronization of analytics tools with live shopping platforms, you will be able to follow the entire customer journey and track your traffic data from each channel. In an era where the user's browsing path is becoming more and more opaque, this data is a precious indicator to think about your omnichannel strategies. Thanks to UTM tags, follow your audience and analyze the global impact of your Live on your customer's journey and conversions.
By analyzing this live data, you'll get a complete picture of Live performance. Use this information to craft a Live that truly meets your brand's needs and goals, and compare it from event to event to see trends. The more this data is leveraged, the more powerful a tool it can be to drive your online business.
Youtube shorts, Instagram stories, Reels, Tiktok...Social media have become very popular thanks to the appearance of new short formats that meet the demand for speed and immediacy. The arrival of shoppable video shorts in the e-commerce experience opens the way to the development of original formats, more authentic and "snackable", which will seduce the most "digital natives " and boost the attractiveness of e-commerce platforms.
"Generation Z" makes up over 30% of the world's population. Most members of this generation of digital natives tend to be 'all social, all online, all the time.
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"Shoppable videos can be used in all sectors, whether it's household appliances, high-tech, cosmetics, fashion... It's as much about presenting a product from every angle as it is about promoting an entire range. For a vacuum cleaner, for example, a series of videos will show the design of the product, how to change the bag, how to use the different accessories...
As we approach a commercial highlight, such as Mother's Day, the shoppable videos will instead highlight the different products in a makeup or body care line. Each time, the purchase will be as easy as the next: in one click, the consumer puts the product in the shopping cart. Antoine Leclercq, CEO of Caast.TV
Shoppable shorts videos offer users a social commerce experience natively integrated into the online platform. These interactive elements provide a personalized shopping experience by interest and interaction with the video itself. They optimize the sales channel by limiting the number of clicks needed to get to the cart while maintaining the shoppable video experience.
The "Shoppable Shorts Videos" format will also be developed with retailers, allowing them to propose a differentiating and efficient offer to improve the visibility of brands on their e-commerce platforms. It will become a complementary offer to the lives already proposed.
If Live Shopping is an extraordinary growth driver, it is because it offers an experience that is unparalleled in the world of online commerce. Its development has been significantly accelerated by the events of the last two years, pushing consumers to turn to full digital shopping experiences.
The fact that Facebook and Instagram were the pioneers of social commerce certainly explains why Internet users want the same practices from e-retailers. Accustomed to a certain standard in their digital practices, they expect more innovation from brands and a more memorable shopping experience, close to what they can feel on social networks or, conversely, in store.
Feedback, surveys, snackable content... Consumers want to have an entertaining experience; they are more likely to make a purchase when they have the possibility (or the impression) of interacting with more community-based content, of being in exchange with brands.
For e-retailers, this means implementing content strategies that are more focused and refined around the purchasing process and, as a result, more precise customer data to analyze. Working on the scripting, the experience around the product, polling audiences on their purchase intentions and building an omnichannel strategy around the results will be the objectives to reach in order to succeed in your transition to social commerce.
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