Live Commerce is developing on French e-commerce platforms. Informative and fun, this sales tool provides a new digital experience for consumers. For e-tailers, using this new channel can boost sales during the live event and beyond.
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What is a Live-Commerce tool?
Online shopping offers many advantages for consumers. They have access to a wider range of products than in a shop, without any time constraints and directly from home. However, the fact that they cannot test the product before buying it holds back 72% of consumers who want to make a purchase.
To make up for this lack, e-tailers can now rely on Live Commerce. This tool makes it possible to promote a product live and simultaneously sell the product presented in video. Thanks to this digital commercial animation, the consumer can see the product in action and can find out about all its applications by asking questions live.
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What are the sales promotion tools available to e-retailers?
Having a sales promotion plan is necessary to boost sales and keep in touch with customers throughout the year. Promotional offers, private sales or off-site events on social networks allow e-tailers to be visible.
The use of digital levers such as display, gamification or demonstration videos, favours customer engagement and allows e-tailers to increase their sales. Live commerce is a perfect example.
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What are the impacts of Live Commerce on your online store?
For retailers, setting up a live sale has many advantages. These include
- increased visitor flow with a higher conversion rate on the product pages presented,
- a step up in quality thanks to the advice given during the live session,
- increasing the rate of accessory attachment and therefore the average basket with the presentation of accessories that accompany the product presented.
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In addition to increasing the sales of the highlighted product, Live Shopping can also have a more global impact, including
- an increase in the audience of your site with a higher visit time,
- an increase in the number of subscribers on your social networks,
- an improvement of your natural referencing.
The positive evolution of these indicators shows that using Live Commerce is a winning strategy for e-tailers.
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Live or replay?
Live Shopping is based on the immediacy of the sale. However, showing the replay on your product pages or on your social networks will allow you to reach an even wider audience. In the case of Fnac Darty, which presented the Microsoft Xbox live, the live event attracted 5,500 people, while the replay was viewed by more than 12,000 Internet users.
According to a Forbes study, for 90% of consumers, video helps them make a purchase decision. In addition, a product listing with a video on it generates 37% more additions to the shopping cart than a listing without a video. It is therefore crucial to exploit the replay for the organisation of a Live Shopping session to have maximum impact.
By combining entertainment and quality product information, live shopping appeals to consumers, who are thus quicker to make a purchase. For e-tailers, this new channel is a growth booster with a significant ROI. China has understood this, according to iReasearch, Live commerce represented 4% of all e-commerce sales in 2019, i.e. $61 billion, and will almost triple in 2020 to reach $170 billion.
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