What is live shopping and will it take off?

After graduating from the Keelsecra College, he worked full -time at Steak House Restaurant, serving and serving meals.

She had been involved with selling clothes online, but only partially.

But in 2021, everything changed to Mrs. Karkura, based in Cleveland.

It has turned into selling clothes on Whatnot then Poshmark – online markets where people can also use direct video to sell items.

“My first direct show with Poshmark was November 27, 2022. I sold zero things in my first show … but this didn’t last long!”

Now it sells about 100 elements per offer, at a value of about $ 1,000 in sales (773 pounds).

Its shows range on average three hours and do between two and three per week.

“These events are comprehensive and welcome, you can shop in PJS, and there is no need to go to the shopping center,” says Ms. Krakura.

Live shopping was common in the Asia Pacific region for some time, as it hosts social networks such as Douyin China regularly live shopping currents, but now the experience of European and state brands this new way to sell its products.

Live shopping is soon for shopping channels like QVC, where viewers are urged to call and buy products showed by offers.

But direct shopping is a faster shortcut than the buyer to the product, especially in the era of purchases with one click, which has become common by online retailers like Amazon.

Also, since young generations are increasingly cutting the tendon and cannot reach cable TV, shopping channels do not have the same importance as they did before.

It is estimated that the direct shopping market had reached 32 billion dollars, as the most active sectors were fashion, cosmetics and holdings.

The 2024 poll from the VTEX digital trade platform found that 45 % of American consumers have browsed or bought from direct shopping events in the past 12 months.

Guillaume Faure, CEO of Livemeup, who provides live shopping programs, remembers when interest in direct shopping rose.

“When Instagram presented rollers, and when you released YouTube shorts, we saw direct shopping really start.”

He noticed the popularity of educational programs and videos in live shopping events, such as how to teach shopping hosts how to apply a specific type of makeup, or arrange a variety of flowers to offer the most exciting bouquet.

However, some analysts believe that live shopping is likely to have limited attractiveness.

“I have tried direct shopping companies, but they are simply not expanding,” says Susarita Kudali, a retail analyst at Forrester Research.

“It may work in China where they do not have the same type of density of the store in the United States, where it is better for consumers to go and try something instead of watching a host that tries on a piece of clothing.”

Jonathan Reynolds, academic director of the Oxford Institute for Retailing Department, Oxford University, highlights that the Chinese market is different.

He says: “In China, the so -called major opinion leaders (KOLS) like Li Jiaqi, which is called” lips “lips, is firm.”

“He has carefully built me ​​his personal brand to show his experience and build consumer confidence. KOLS also works in the most advanced ecosystems,” Reynolds explains.

Even Mrs. Karkura admits that all products do not work on the direct shopping current.

For example, you prefer shopping for jeans personally. “I am tall, and I have a specific jeans that I wear, and there are tried and truly brand patterns and brands that I love,” she says.

For some shoppers, Bruce Winnder, a retail analyst in Toronto, says that for some shoppers, live shopping comfort may be very attractive, “says Bruce Wenider, a retail analyst in Toronto.

“Consumers may be addicted to the show or the channel … and some consumers may not be able to stop watching and spending while falling at the present time,” he added.

Despite those potentials, the main brands and platforms jumped on the live shopping cart.

Nordstrom, Kit Kat, Samsung and L’Oreal sold products during these flows as hosts offered new or discounted products, joining Poshmark as a host of these events are Amazon, EBay, Tiktok, YouTube and Instagram.

“Direct shopping allows shoppers conversation with someone who knows the products that are being sold, and this generates a lot of excitement,” says Manish Chandra, CEO and founder of Poshmark.

“It also creates a society in which other shoppers are in the same offer, and it is a truly different experience from the traditional shopping journey.”

For some brands, direct shopping was changed game.

Signs of advanced perfumes, House of Amouage has made a partnership with Nordstrom in late 2024 to bring direct shopping events to the United States.

Oman -based Amouage was following the success they enjoyed in China. In 140 live currents they hosted with Chinese influencers on Douyin and Taobao in 2023, they sold more than 3000 units.

Renault Salon, chief creative official in the company, says it helps the company to identify what its customers want.

“In the past, we would have used customer satisfaction polls, but with direct shopping, we get comments immediately and this is returned to my team to help improve our products,” says Mr. Salmon.