![]() In 2020, livestream shopping was projected to generate about $136 billion in revenue in China. On Singles Day 2019, Taobao’s sales event featured an eight-hour livestream with popular influencer Viya that attracted more than 43 million customers. These virtual journeys offered viewers a glimpse of exotic locations with the option to discover and buy products that were not readily available in China.Ĭhina’s e-commerce giants, meanwhile, began offering live events via video, hosted by celebrities, with live chat and seamless purchasing. The current livestream shopping craze has its roots in China in the mid-2010s, when influencers began using live video apps to take their fans with them as they traveled to boutiques in New York or Los Angeles, sharing and explaining products along the way. (Qurate Retail and NRF members stand to benefit from the livestream shopping trend highlighted in this piece.) But now, responding to shopping restrictions imposed by the pandemic, retailers and brands worldwide are racing to add live, interactive video experiences into their marketing mix. ![]() Livestream shopping-using live video to share products, answer questions, and close sales with customers who are joining remotely to watch, chat, and buy-is a natural outgrowth of the original TV-centered model and has been gradually gaining traction in recent years. As chair of the National Retail Federation (NRF), I’ve observed firsthand the remarkable resilience and innovative spirit of our industry in this difficult hour, with retailers deploying new shopping approaches in weeks or months that might have taken years in ordinary times.
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