First emerging in China in 2013, live shopping has captivated over 560 million internet users in that country. According to Huachuang Securities, in 2020 this new trend generated $15.9 billion in revenue in China alone. And according to Frost & Sullivan, global live shopping revenues are projected to reach $413 billion by 2022.
Given these impressive figures, it's clear that live shopping has enormous potential to revolutionize the world of e-commerce. But while its future seems assured in Asia, what about its prospects in the West — and more specifically in France?
Live Shopping: A Modern Reinvention of TV Shopping
Before going further, it's worth understanding what live shopping actually is. Remember home shopping channels from the 90s? Live shopping is their digital-era equivalent — only much better.
Instead of simply pitching a product on screen, live shopping lets viewers take part in a unique experience: asking questions in real time to a host or influencer, seeing products in action, and buying instantly. This creates an interactive, engaging shopping experience for consumers, and a golden opportunity for brands to drive sales and connect with their audience.
Live Shopping: A Goldmine for Brands
The enthusiasm for live shopping in Asia is no coincidence. It delivers an online shopping experience that closely mirrors the in-store one: consumers can view products from every angle, watch a live demonstration, and ask questions. What's more, the live video can later be embedded on the product page for on-demand replay, adding long-term value.
Used strategically, live shopping can encourage impulse purchases and save consumers time and effort. It also opens doors to new markets: international brands like Lancôme, Louis Vuitton, and Kim Kardashian Perfumes have already partnered with Chinese influencers to tap into the Asian market.
With the rise of live shopping, entering new markets has become far more accessible. How? By partnering with local influencers — just as American and European companies like Lancôme, Louis Vuitton, and Kim Kardashian Perfumes have done by collaborating with Chinese creators to break into the Asian market.
The Future of Live Shopping in France
In France, lockdown forced many businesses to turn to live shopping. Brands like Fnac Darty, Leroy Merlin, and Cultura embraced the trend and saw significant results.
Fnac Darty ran 47 live commerce sessions in 2020, generating 2.7 million views.
Leroy Merlin saw a 270% increase in sales over 48 hours following a live DIY video featuring influencer Renaud Bauer.
Cultura experienced a 211% surge in add-to-cart actions for a watercolor palette featured during a live.
While live shopping is still in its early stages in France, the initial results are promising. It gives brands a unique opportunity to stand out and innovate in their digital marketing strategy.
It's clear that live shopping has a bright future in France. The question is: is your business ready to take on the challenge?
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