Live-streaming e-commerce, the formula that enriches the online shopping experience

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Live-streaming e-commerce, the formula that enriches the online shopping experience

During the isolation caused by the COVID-19 pandemic, digital tools have kept users connected around the world . It has been this constant search for connection  number of mobile phones in canada that has led to the expansion of live-streaming e-commerce . This practice, which has a long history of success in China, consists of broadcasting or live videos to present products or show their operation and, ultimately, act as a direct trigger for online sales.The evolution of live-streaming e-commerce in China
There are several factors that explain the rapid popularization of live-streaming e-commerce in China in recent years. One of them is the country’s advanced communications infrastructure: mobile broadband, reinforced with the 5G network , makes it possible to broadcast live videos with high image and audio quality . On the other hand, in the Chinese ecosystem of apps and social networks, there are no objections to the integration of payment methods and online purchases , so users perceive social commerce as something natural.The live-streaming e-commerce trend in China was born in the heat of customer-to-customer communication. Users broadcast their experiences on 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 led by Taobao soon professionalized the phenomenon .

Even so, live-streaming e-commerce still retains traits of that primordial naturalness: broadcasts are not so corseted and KOL (Key Opinion Leader) is allowed a certain freedom in making the videos. Here lies the biggest difference compared to the usual productions of the brands and it is what ensures the construction of a stronger bond with the The confinement after the Chinese New Year promoted the viewing of this type of live connections and, according to Statista , the demand for live-streamers increased by almost 60% compared to the pre-covid periodGrowth in demand for live-streamers before and after Chinese New Year 2020
Growth in demand for live-streamers before and after Chinese New Year 2020
At present, many Chinese applications are implementing the possibility of directing in order to join the trend. Due to its penetration and characteristics, the following stand out:Taobao Live : the business generated through this platform grew 150% during the three years 2017-2019 and the number of accounts doubled in 2019 according to China Internet Watch .Xiaohongshu : Little Red Book , in its English translation, focuses on live-streams of beauty, fashion and lifestyle products . It was chosen by Louis Vuitton to present its 2020 summer collection in China .Duo Duo Streaming by Pinduoduo : this platform is focused on offers and discounts of all kinds of products, very popular among the more mature generations such as baby boomers .

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Live-streaming e-commerce in the current context
With many countries  gulf email list  plunged into a gradual de-escalation and in a context of certain uncertainty regarding the opening of physical establishments, e-commerce continues to be the purchase preference for many users. Tactics such as hyper-personalization or augmented reality seek to replicate the physical shopping experience in the digital sphere and, in the current situation, the live-streaming e-commerce formula works as a very effective digital showcase . In addition, live connections tend to feature influencers who offer special discounts to their followers.

Western platforms are taking steps to reinforce the trend. For example, Amazon already operates this type of broadcasting on Amazon Live , which has a myriad of channels dedicated to the most varied products and sectors. On the other hand, YouTube is developing the integration of links in the videos with ” Products in this video ” and Facebook & Instagram will have ready in the summer the functionality to add purchase links in the live connections Live-streaming e-commerce in the cosmetics sector allows products to be presented while saving physical distance
From the advertising point of view, live-streaming e-commerce is presented as a great opportunity to attract online sales , since these broadcasts are focused on generating expectation around a product and on promoting engagement thanks to the active participation of the users. Therefore, brands must promote the dissemination of this type of events with advertising to attract the largest number of participants and, once the broadcast is carried out, make the video reach new like-minded audiencesThe strength of live-streaming e-commerce compared to other types of audiovisual content is its transactional approach and intimately linked to the brand and its products, but we must not forget that its success is rooted in the social exchange made possible by the platforms . Therefore, live connections must convey brand identity and show added value to maintain the interest of users and prevent them from getting lost in the noise of a kind of digital telemarketing .

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