Originating in China and popularized by marketplace TaoBao Live, Live Commerce is an innovative marketing strategy that is transforming the way products are promoted online. The phenomenon has been growing steadily since its birth in 2016. According to iResearch, Live Shopping generated $61 billion in China in 2019, or 4% of the country's e-commerce sales, and is expected to reach sales of $170 billion in 2020.
One of the many advantages of Live Commerce is that it offers consumers an in-store shopping experience from the comfort of their own homes. Brands, meanwhile, strengthen their transparency and their relationship of trust with customers. In addition, the addition of replay functionality to product data sheets, a solution proposed by Caast, provides future customers with quality content to help them in their purchasing process.
At Caast, we differentiate between two forms of Live Commerce: Live Branding and Live Shopping. Entertainment-oriented Live Branding invites guests to use a product without presenting it in detail. Live Shopping, on the other hand, offers an in-depth presentation of the product by an expert. The aim of both formats is to encourage the act of purchase.
To fully exploit the potential of Live Commerce, choosing the right technical solution is essential. Meticulous preparation of the live event and effective communication of information upstream on your digital platforms are also essential to ensure the success of your live sale.
Well-known brands such as Leroy Merlin and Cultura have seen their online sales increase thanks to the integration of Live Commerce into their strategy.
For example, by teaming up with Renaud Bauer, a Youtubeur expert in welding, Leroy Merlin increased the number of visits to a live event fivefold and doubled its sales in the 24 hours that followed.
Cultura, meanwhile, saw a 211% increase in basket additions during its first Live Commerce operation.
Discover how Live Commerce can boost your online sales strategy by exploring our Live Shopping solutions. Let us show you how Caast can help you transform your customer experience. Leave your contact details so we can get in touch and discuss how we can best meet your needs.