Live Shopping
Live shopping is an interactive sales concept in which products are presented and sold in real time via live streams. Retailers and influencers combine entertainment with product demonstrations to inform, excite, and encourage viewers to make immediate purchases.
This format is increasingly used on platforms like Instagram, Facebook, TikTok, or specialized live commerce portals. Viewers can ask questions, give feedback, and purchase products with a click during the stream – often with exclusive offers or time-limited discounts.
An example: A fashion company hosts a live stream where a presenter showcases various clothing items, offers styling tips, and provides direct ordering options within the stream for the featured products. Viewers actively interact and make spontaneous purchases during the broadcast.
The advantage of live shopping lies in the emotional and immediate customer engagement, which builds trust and accelerates purchasing decisions. By combining entertainment and commerce, it increases the conversion rate and promotes customer loyalty.
For companies looking to leverage innovative sales channels, live shopping offers a dynamic way to make products tangible and engage directly with the target audience. This format is rapidly becoming an important sales channel, especially in e-commerce and for products that require explanation.