Live-streaming E-commerce, the Formula That Enriches the Online Shopping Experience
During the isolation caused by the COVID-19 pandemic, digital tools have allowed users around the world to stay connected . It is this search for constant connection that has fostered the expansion of e-commerce live-streaming . This practice, which is already very successful in China, consists of making live broadcasts or videos in order to Finland WhatsApp Number List present products or show how they work and, ultimately, act as a direct trigger for online sales. The evolution of e-commerce live-streaming in China Several factors explain the rapid popularization of e-commerce live-streaming in China in recent years.
Let us quote the advanced communication infrastructure available to the country: mobile broadband, reinforced with the 5G network, makes it possible to broadcast live videos with high image and audio quality. In addition, in the ecosystem of Chinese apps and social networks, there is no objection to the integration of online payment and shopping methods , so users perceive social commerce as something natural. The e-commerce live-streaming trend in China arose out of the enthusiasm of customer-to-customer communication. Users relayed their experiences over networks (the so-called in real life streaming or IRL) and chatted with their audience.
However, the Rapid Development of Live Channels by Chinese
e-commerce giants, with Taobao in the lead, quickly professionalized the phenomenon . Despite this, e-commerce live-streaming still retains features of its primitive nature: retransmissions are not so restricted and the KOL (Key Opinion Leader) has a certain freedom in the production of videos. The lockdown after the Chinese New Year has encouraged viewing of this type of live connection and, according to Statista , the demand for live-streamers has increased by almost 60% compared to the pre-COVID period.
Crecimiento de la demand de live-streamers antes y después del Año Nuevo Chino 2020 Growth in demand for live streamers before and after Chinese New Year 2020 Currently, many Chinese applications are implementing the possibility of making direct in order to join the trend. Here are the apps that stand out due to their penetration and features: Taobao Live : The commerce generated through this platform increased by 150% between 2017 and 2019 and the number of accounts doubled in 2019 according to China Internet Watch . Xiaohongshu : Little Red Book, in English, offers live streams of beauty, fashion and lifestyle products. It was chosen by Louis Vuitton to present its summer 2020 collection in China .
Duo Duo Streaming From Pinduoduo :
this platform is focused on offers and discounts of all types of products, very popular among older generations like baby boomers. Live-streaming e-commerce in the current context With many countries plunged into a slow de-escalation and in a context of uncertainty about the opening of physical establishments, e-commerce remains the purchasing preference of many users. Tactics such as hyperpersonalization or augmented reality seek to reproduce the physical shopping experience in the digital environment and, in the current situation, the e-commerce live-streaming formula functions as a very effective digital showcase . Also, live connections are usually done by influencers who offer special promotions to their followers.
Western platforms are trying to reinforce this trend. Amazon , for example, already operates this type of retransmission on Amazon Live, which has a myriad of channels dedicated to a wide variety of products and industries. YouTube is developing, for its part, the integration of links in videos with ” Products in this video ” and Facebook & Instagram will have their function to add shopping links in live connections ready this summer. El live-streaming e-commerce en el sector de la cosmetica permite presentar productos salvando la distancia física From an advertising point of view, e-commerce live-streaming is an excellent opportunity to attract online sales ,