Live shopping channels predated ecommerce but faded away in the age of streaming platforms as fewer people watched television. Now, though, the concept is back, thanks to the popularity of live streaming across the entertainment industry.
Live streaming has permeated the ecommerce industry, with various Chinese platforms leading the way. Now, it’s taking hold in the West too, with British retailers beginning to jump on the trend. This concept could represent the future of online retail in the country.
Live Streaming Now a Key Feature of Ecommerce
Live streaming has been one of the most popular developments in the internet era, as it allows people to experience things in real time. This leads to greater immersion and interaction, which helps it appeal to a lot of people.
The evolution of live streaming is happening rapidly, with the online casino industry one of the leaders in its development. Online blackjack games now come with live streaming, putting players in touch with real world dealers. Games like Cashback Blackjack show how far the technology has come, with HD footage of a swanky studio.
It’s no surprise that the rise of live streaming in entertainment has spread out into the ecommerce industry. The technology allows people to experience something that’s happening in real time, giving them a sense that they are there. With online retail, this can allow sellers to display their products and answer questions about them in real time. They can even offer time-sensitive promotions in the stream, giving shoppers a sense of urgency and potentially boosting sales.
British Retailers Getting on Board
Aside from ecommerce giants like Amazon introducing live streamed shopping channels, various British retailers are beginning to jump on the trend. Indeed, some of the biggest names on the UK high street, such as Marks & Spencer and Boots have tested shoppable video experiences. Last year, John Lewis launched a series of interactive livestream events focusing on seasonal fashion and homeware collections, with clickable links embedded into the stream.
Smaller retailers are also finding that this medium is an excellent way to connect with customers. There are various tools, like Livescale and Shopify Live, which allow people to host branded shopping events directly to their own websites. This is the perfect way to build a strong relationship with customers, as the live chat features allow for some back and forth conversation.
Various Platforms Are Helping With the Shift
Along with the platforms that empower small businesses to add live streaming to their own websites, various major platforms are also accommodating the technology and enabling real time shopping experiences.
For instance, Instagram Live Shopping has recently taken off, and YouTube has also introduced a Shopping tab for people who want to find live ecommerce content. These give businesses even more outlets to reach people and zone in on their target audiences.
Live commerce may have started out as a novelty, but it is rapidly becoming a viable and popular way for people to shop online. It’s great to see many UK businesses jumping on the craze already, and small business owners should also try to take advantage of it where possible.
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