What is live shopping?
It is a blended entertainment format with instant purchasing online with a large dash of creativity.
- Live shopping evolved from China, which rapidly gained 10% penetration in under five years. The market grew 280% from 2017 to 2022.
- The top five categories are apparel and fashion, beauty products and food, consumer electronics and furnishing and home decor.
- Live shopping is on your website – starting with set times each week, then daily, and for some, it becomes a 24| 7 operation.
Luggage brand Calpak began experimenting with live shopping with Instagram in 2020.
What started as more buyer education – product knowledge, giving potential buyers answers to their questions evolved from Instagram to their website in 2022.
Then Boom!
- An immediate lift in viewers,
- More engagement with potential buyers,
- More conversions into revenue,
A new channel, New Revenue
Calpak hosted ten live shopping events on its website in the last three months; this was its focus,
- product demonstrations,
- flash sales – only one-hour events,
- bundled products – performed very well,
The results were a lift in conversions from around 2% to 20% – a 10x lift.
Calpak drives live shopping viewers from its existing customer base through email and SMS messaging.
It is experimenting with paid advertising and organic social to drive new views to its live streams.
Calpak repurposes the videos from live shopping to build product demonstrations on the website.
How to start
1. Good:
- Email and SMS your database to advise times, days and product teasers available during the event,
- Focus on one to five products,
- Start with one social-media channel or marketplace, such as Amazon Live,
- Track every key performance indicator from the live shopping event,
2. Better:
- Experiment with a regular schedule – with a broader range of products, services, formats, and target audiences,
- Integrate live shopping into its website or e-commerce experience to own the customer experience,
- Expect to scale up to a full-time team,
3. Best:
- Broadcast many live shopping events across multiple social websites and other channels,
- Use advanced analytics and insights to develop proven repeatable and scaleable events,
Never underestimate the value of influencers, artists, and other creatives to extend potential customer dwell time, leading to a further increase in conversions and revenue lifts.
Fear of Missing Out – add countdown timers that increase buyer tension – limited time – one-time-only offers can significantly lift conversions and revenue.
It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day.
- More attention first
- Next More engagement
- Influence and Sell More.
Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.
We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results.
Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.
There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.
If you have read this far, thank you for your attention.
There are over 150 free previous newsletters – like this one at accelerateyourbusiness.today – look for the tab – How to Influence and Sell More.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
