Livestream Shopping live broadcasts, through social networks to promote or sell products.This model was born in China on platforms like Taobao.These are characterized that the "host" interacts with the public, answering live questions, testing the product and usually has limited promotions.
For example, single from the single ”in China, two influencers made a 12 -hour streaming in social networks, which manages to raise three billion sales in sales.
Livestream Shopping generates 137 billion dollars a year in China.It is such a large industry that in May the Ministry of Human Resources and Social Security in China added “live broadcast host” to a list of officially recognized professions.
Those who do the streamers are not usually famous, but normal people who became known doing reviews on social networks and formed a very strong community.
Livestream is a trend that worldwide will intensify this 2022, since it allows an experience very similar to that of physical shopping, it could even be said that it is fun.You can go with friends, see offers, discover new products.
Another characteristic of this trend is that the concept of a brand is transmitted and humanized and allows interaction with the store and try the items to have more confidence that you would like.
It also generates Fomo (Fear of Missing out) since most offers are for limited time (usually whatever streaming), because they only last during the live.
With the appearance of COVID-19, electronic commerce in the region grew 230% in 2020, according to statista data and business online sales went from 5% to 80% in a matter of weeks.In addition, millions of people had access for the first time to a greater offer and information.
But social confinement brought other inconvenience to business, overinformation, distrust in digital, and the lack of connection of brands with consumers.
Livestream Shopping helps solve these problems, reduces information search time by allowing people to solve live questions, and create a relationship with vendors.
Including an influencer or opinion leader generates even greater confidence in the purchase decision.According to a study in Annaclet and Twitter, 40% of people make a purchase without consulting, after watching the post on Twitter, Instagram or YouTube of an influencer.
In addition, it is predecessor to infocomercials, a widely used sales model several years ago in Latin countries.
An example of how to transmit your brand and generate greater conversion is a clothing brand in Colombia, which made a living on its social networks to promote its new collection.
The interesting thing about this live was that they had models of different sizes and statures with the same clothing, the host indicated the measures and height of each one, in this way the clients could know how their clothes would really be left according to their body, aproblem that many women suffer at the time of purchases.They also managed to share their mission of empowering women.
Small entrepreneurs can also benefit from this technology, since unlike a large company, they can create a real entrepreneur-client connection, make alliances with micro-influcences of their niche, customize orders and transmit their personality through the interaction.
While companies should not try to copy the Asian model because the markets are not the same, they can be inspired to be attentive to what will come in the future.
Livestream Shopping does not only mean putting a person in the camera to sell, but to transmit the message of your brand.Creativity is the limit, and just as it happens with Tiktok, great production is not needed to have a large number of visits.
Among the greatest advantages of these technologies is in the increase in the margin of conversion to 34% and the reduction of the client's journey.It is also a great advantage for influencers who can ensure their profits, and will be motivated to continue promoting the products.
