Tag Archives: online shopping

Livestream Shopping: The New Online Shopping Experience

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Do you remember watching TV infomercials and shopping channels? The host would address common pain points in their industry, show off the featured products, demonstrate how to use them, and offer limited-time deals to encourage viewers to purchase. They always created a sense of urgency with phrases such as “not sold in stores,” “limited TV offer,” “but wait, there’s more,” and “for the low, low price of $19.95.” 

This style of marketing and sales has morphed and evolved in recent years. Though still focusing on product promotion, it has moved from televised pre-recorded infomercials to unedited, real-time videos streamed through e-commerce apps, social media platforms, and websites. During these live virtual shopping events, viewers can leave questions about the product or service in the comments and get an immediate answer from the streamer. The livestream is less scripted and focused on demonstrating the product or service, so it is more authentic than traditional marketing strategies. As a result, brands that use livestream shopping as a strategy report conversion rates ten times greater than e-commerce conversions. The success of this marketing technique is largely due to the appeal: livestream shopping is entertaining, people are bored, and people love to shop.

There are four main elements of a livestream: the platform, the host, the product or service, and the content of the video. The shopping event can be hosted on e-commerce sites or social media platforms. YouTube is the most popular, with 30.2% of U.S. businesses marketing through its platform. Close behind are Facebook (29.2%) and Instagram (28.9%), then Amazon (20.7%) and TikTok (19.8%). As with all marketing strategies, it’s important to use the platform that best fits your target audience demographic – you want to broadcast where your audience is.

The host of the livestream can make or break its success: if the host is not entertaining and engaging, consumers will continue on to the next video. Influencers or celebrities are highly effective, as they have an established audience that trusts and engages with them. In fact, 17% of U.S. consumers frequently watch influencer livestreams. However, if partnering with influencers is not your style, there is nothing wrong with hosting it yourself!

Livestream shopping can be used by any industry, ranging from fashion to technology. The majority of these events (36%) are hosted by apparel and fashion brands, followed by beauty (8%), fresh food (7%), electronics (5%), home decor (4%), and automobile (1%).

The final piece of livestream shopping is the content, or rather, the experience offered to the audience. While the main goal is to sell or increase awareness, the best consumer experience occurs when there is an entertaining demonstration as well as a reward for watching. Raffles, giveaways, promotions, limited-time deals… These are all common tactics to keep viewers engaged throughout the process. They build hype and a sense of urgency while you educate, entertain, inform, or connect with your audience. 

Livestream shopping is a rising marketing trend, not just for sales but for awareness and engagement, as well. 78% of brands indicate that they use it to build deeper connections with their audience. Brands also implement livestream shopping events to make their videos more accessible (66%), humanize their brand (59%), engage with their audience (57%), and achieve higher conversion rates (28%).

Utilizing this strategy can result in boosted customer relationships, marketing reach, and sales conversions. It has boomed in China over the last three years, growing from a market worth $3 billion to $171 billion. It is currently estimated to be worth $11 billion in the United States and is projected to reach $35 billion by 2024. 

If you need help navigating livestream shopping, or want help with your marketing strategy in general, reach out to us today!

Create Seamless Online Shopping Experiences With Social Commerce

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Social media is always adapting, changing, and evolving with consumer trends. Over the years, it has shifted from simple text-based posts to increasingly visual content. The user base on social platforms has also changed. With an increasing number of brands adding it to their strategy, social networking has moved from communicating with friends and family to marketing and sales. From casual connections to social commerce.

We have all seen social commerce in action in one form or another. As you scroll through Instagram, you may come across a sponsored post related to your interests. This post likely has a “View Products” tag that takes you to a product page with pricing, details, and other information. You select your color, size, etc. and tap the “Buy Now” button. A few taps later, your purchase is complete and you go back to your scrolling. All of this without leaving the Instagram app.

That is social commerce. The sale of products directly through social media platforms, with the ability to view products and checkout in the platform itself. This differs from e-commerce in the sense that, while it is still online shopping, e-commerce is driven by ads, social media, or other marketing strategies and ultimately takes the consumer through the full sales funnel. Social commerce, on the other hand, meets the customer where they are (in the social platform) and reduces the steps it takes to get through the sales funnel. This is important because while 92% of active users access the internet through their mobile devices, 86% of those mobile users have abandoned carts. By streamlining the sales funnel, social commerce reduces friction points to create a seamless shopping experience.

If you are looking to add social commerce to your marketing strategy, there are four main platforms to consider: Instagram, Facebook, TikTok, and Pinterest. While they all have similar features, it is important to think about where your audience is based and what they are most likely to interact with when it is natively displayed in their feeds. For instance, Instagram shopping allows you to create shoppable posts with tagged products as well as product stickers to include in your stories. TikTok allows for shoppable posts as well as livestream shopping. 

With 70% of consumers indicating that they discover new products through Instagram – or 77% through Pinterest – incorporating social commerce into your marketing strategy is a great way to boost your brand awareness and increase sales. You can do so by focusing on your more popular, lower cost products. When scrolling through social media, users are not likely to make large purchases, so use what you know sells well. Another great strategy is to partner with micro-influencers. They have an established audience that engages with, enjoys, and is influenced by their content, so their followers are more likely to trust their recommendation over a native post by you. Regardless of where and how you decide to add social commerce to your marketing strategy, don’t forget your call-to-action! Let the customer know what you want them to do with the products you place in front of them. This can be as simple as a button that says “View Products” or “Buy Now.”

If you need help with your marketing strategy or want to learn more about social commerce, reach out to us today!