Livestream shopping combines live streaming and online shopping on social media platforms where a host promotes a product or service through live video.
Detailed explanation
In livestream shopping, companies conduct live online shopping events where users view and learn about products from a host, usually an influencer, celebrity or brand ambassador. The host facilitates two-way interaction by explaining how to use the product and answering questions. Interested customers purchase directly on the stream, similar to traditional home shopping.
To host a successful livestream event, you must choose a platform, pick a host and set up the equipment for a high-quality stream with fast and reliable Wi-Fi.
Alibaba, a Chinese ecommerce company, launched Taobao Live in 2016, kickstarting the livestream shopping marketing trend. Since then, social media platforms such as TikTok have experienced tremendous growth. Due to their popularity and user-friendly interfaces, these sites are now the go-to choice among companies hosting livestream shopping events. The most common livestream shopping networks include:
– Facebook Live: Facebook enables you to use its livestream and leverage interactive tools – such as live polls, featured links and badges – to drive meaningful conversation. You can also host charity events on the platform and seek live donations. – Instagram Live: Instagram’s Live is pretty straightforward. All you need to do is log in to your Android device or iPhone and start a Live. You can also invite guests to cohost the Live. Remember that you can only go Live through your phone, not your PC. – TikTok Shop: This feature lets customers shop directly from your Live. Here, you pin sellable products to the Live, and customers add whatever they want to buy into a basket (present on the bottom left corner of the screen) and make a purchase. – Popshop Live: Designed to boost online shopping, Popshop lets you create a seller account, invite customers to your Live and display products on your livestream. – TalkShopLive: This social-shopping platform lets you discuss the product in detail while allowing customers to purchase it simultaneously.