Retrouvez-nous à Viva Technology à Paris du 22 au 25 Mai.
Caast Viva Technology - Paris du 22 au 25 Mai.
Join usJoin us
The Live Shopping and e-commerce buzz that made the biggest impression on us
March 1, 2024
Getting the word out about your Live Shopping and e-commerce offer relies on creating an immersive and engaging experience for your audience. First of all, it's essential to choose products or events that arouse the interest and enthusiasm of the audience. Secondly, by taking a creative approach to product presentation, and incorporating interactive elements such as quizzes, live Q&A sessions or live demonstrations, you can captivate attention and encourage audience engagement. What's more, effective and original communication before, during and after the Live event will attract the public's attention and create a buzz around the event.
Creating buzz with Live Shopping can have many advantages for your brand. Not only does this buzz allow you to generate excitement and interest in your products or services, but it also strengthens your online presence and brand awareness. By generating engagement and interaction with your audience, you create opportunities to build deeper, longer-lasting relationships with your potential customers. By investing in Live Shopping events that are relayed and talked about, you can boost your digital marketing and online communications strategy and propel your brand to new heights of success.
Xinba, China's renowned Key Opinion Leader, recently broke a record by generating over 250 million euros in sales during a live shopping session on Kuaishou, after being suspended for 60 days for promoting fake bird's nests. This remarkable performance underlines the growing importance of live shopping in China, where platforms such as Taobao Live, Kuaishou and Douyin (the Chinese version of TikTok) dominate a market valued at over 130 billion euros. With over 480 million active monthly users, Kuaishou has achieved a historic IPO, reflecting the meteoric rise of this trend in the country.
Live Shopping on Taobao (China's leading online retail website) at 4 a.m. is surprisingly plentiful, with many streamers showcasing products even during sleeping hours. How do brands manage to cover these time slots? These streamers aren't real: they're AI-generated clones based on images of real streamers.
This trend, propelled by increasingly sophisticated and affordable AI technologies, has become dominant in marketing in China, enabling brands to close huge deals in just a few hours. Since 2022, many Chinese companies have been offering deepfake avatar creation services for live e-commerce, enabling brands to clone human presenters to work 24/7 with reduced cost.
This growing concept had created quite a buzz, and had been the subject of research by Technology Review andDNA.
In June 2023, YouTube launched its first channel dedicated to Live Shopping, initially in South Korea. The channel will offer brands a platform to sell their products live, with some thirty brands slated for launch.
While Meta has abandoned the development of live commerce, YouTube parent company Alphabet sees potential in this form of commerce and is focusing on the Asian market, where online commerce is flourishing. This initiative marks a new step for YouTube in the field of online commerce, complementing the tools already available for creators to reference products in their videos.
Johanna Poitevin, founder of CandyMix, launched her candy business on TikTok in 2021, and today, with a warehouse and seven employees in Niort, she has a million subscribers on the social network. Conducting daily live broadcasts from her cell phone, she has become a key figure on the social network, while managing her Digital Native Brand in parallel. This success testifies to the emergence of new forms of commerce influenced by social networks, and Johanna embodies this trend by creating an engaging experience for her customers through her interactive directs.
In July 2023, Jacquemus creates a sensation with a virtual street marketing operation featuring its iconic Bambino bag in a creative video shared on Instagram, which accumulates nearly 19 million views and over 750,000 likes. At the same time, the brand announces a collaboration with Nike to revisit the Air Force 1, as well as the opening of a pop-up store in Saint-Tropez, offering a summer experience imbued with the brand's sunny aesthetic.