As livestream commerce continues to expand in China, funding to social commerce platforms globally highlights key considerations for launching livestream campaigns.
The retail industry is undergoing massive changes.
Along with the explosion of e-commerce and the shift towards a more digitized shopping experience, brands are exploring new strategies to increase sales and expand their global footprint.
Abroad, especially, companies are increasingly turning to the use of livestream commerce (also livestream shopping) to enhance the consumer experience. Through the use of a live video, consumers can interact with a host — who is often looking to showcase looks and products — in real-time and shop.
Livestream commerce’s role in China’s latest record-breaking Singles Day online shopping event has elevated the shopping format for the rest of the world. Global brands including L’Oreal, Estee Lauder, Allbirds, and Kim Kardashian West hosted live videos before and during Singles Day to promote and sell their products.