Faced with the challenges of the health crisis, retailers reinvented themselves to stay connected with their customers. Many businesses turned to a promising new approach: Live Commerce.
A phenomenon originating from China, Live Commerce was developed from 2016 onward by TaoBao Live, Alibaba's marketplace.
The Rise of Live Commerce: A Boost for Your Sales Strategy
Born in China and popularised by the TaoBao Live marketplace, Live Commerce is an innovative marketing strategy that transforms the way products are promoted online. This phenomenon has been growing continuously since its emergence in 2016. According to iResearch, Live Shopping generated $61 billion in China in 2019 — representing 4% of the country's e-commerce sales — and was projected to reach $170 billion in 2020.
One of the many advantages of Live Commerce is that it gives consumers an in-store-like shopping experience from the comfort of their own home. Brands, in turn, strengthen their transparency and build a trust-based relationship with their customers. On top of that, adding replay functionality to product pages — a solution offered by Caast — provides prospective customers with quality content to support their purchasing process.
The Art of Live Commerce: Live Branding and Live Shopping
At Caast, we distinguish between two forms of Live Commerce: Live Branding and Live Shopping. Live Branding, oriented towards entertainment, invites guests to use a product without necessarily going into detail. Live Shopping, on the other hand, offers an in-depth product presentation by an expert. Both formats aim to trigger the purchase decision.
Your Allies for a Successful Live Commerce Strategy
To fully unlock the potential of Live Commerce, choosing the right technical solution is paramount. Meticulous preparation of the live broadcast and effective communication beforehand across your digital platforms are equally essential to ensure your live sale's success.
Success Stories: Leroy Merlin and Cultura
Well-known brands like Leroy Merlin and Cultura have seen their online sales grow thanks to integrating Live Commerce into their strategy.
For example, by partnering with Renaud Bauer, a YouTube expert in welding, Leroy Merlin multiplied the number of visits fivefold during a live session and doubled its sales in the following 24 hours.
Meanwhile, Cultura saw a 211% increase in add-to-cart actions during its first Live Commerce event.
Get Started with Live Commerce via Caast
Discover how Live Commerce can supercharge your online sales strategy by exploring our Live Shopping solutions. Let us show you how Caast can help you transform your customer experience. Leave your details so we can get in touch and discuss the best way to meet your needs.
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