By 2021, Mexico was the country with the highest growth in online sales.
Live shopping experienced a breakthrough in China.
70 percent of European consumers say they are interested in live shopping.
Currently, there are several trends that are registered in the market and that conform to those that the consumer is looking for today. One of these is “live shopping”, a strategy that e-commerce is increasingly applying in order to achieve a closer relationship with consumers.
All this comes when it is no secret to anyone that electronic commerce data has been increasing since the Covid-19 pandemic, becoming a recurring activity in the lives of many consumers.
In this sense, currently, there are data that show how Mexico is becoming an important market for electronic commerce, due to the large size of this population.
According to figures released by the Mexican Association of Online Sales (AMVO), Mexico was the country with the highest growth in online sales for retail in the world during 2021, with 27 percent, the same as India, and above Brazil. , with 26.8 percent.
Likewise, a study by Sponsorpulse highlighted that approximately 85 percent of consumers worldwide made an online purchase in 2020. It was estimated that in 2022 the worldwide turnover of electronic commerce will exceed five thousand trillion euros. and seven billion euros by 2025.
What is live shopping?
In this sense, experts define live shopping as the natural evolution of electronic commerce.
And this is how, according to the consultancy McKinsey, live shopping seeks to combine purchases and live broadcasts interactively so that users can consume without leaving the broadcast. Also, it is about selling products in real time through a live platform or through a recording.
It is estimated that this way of buying experienced a great advance in China before reaching Europe, thanks to the acceleration of digitalization and according to McKinsey, this modality accounts for more than 13 percent of total e-commerce sales in that country. .
This data is not the only one, since it is recorded through this entertaining, authentic and effective technique, the online sales channel of brands is promoted, where 70 percent of European consumers indicate that they are interested in live shopping, according to a Forrester Consulting study.
While Juanita Solano, head of Marketing Iberia & Italy at Skeepers, stated that it is estimated that, in 2026, between ten percent and 20 percent of e-commerce sales will be made through live shopping, with an index of conversion ten times higher than traditional channels.
Various specialists maintain that live shopping is evolving towards a more interactive and social shopping experience, with the integration of technologies such as augmented reality and artificial intelligence to improve the customer experience.
And it is that it has also become an essential marketing lever for most brands that are applying their e-commerce format.
Live Shopping Example
As a strategy that continues to gain followers, and that according to the Influencer Marketing Hub, sales through live shopping are expected to reach 500 billion dollars in 2023, several large brands are already applying it successfully.
An example is Apple, which has launched video shopping with a brand specialist and it is recorded that thanks to this service, customers interested in buying an iPhone can talk to the Apple Retail team via video calls.
Another example is the Ikea stores, which have a shopping service that is broadcast live, with which they seek to inspire their customers in terms of decoration and products for the home from home.
Specialists on the subject maintain that live shopping is aimed at a broad and diverse audience but always associated with sectors within retail such as fashion, beauty, technology or the home. So any company that has a website is really going to find a formula to use video and improve the way it presents its product or service.
In this sense, companies are understanding that dabbling in new trends is essential to increase their sales, which is why experts maintain that turning towards this audiovisual model and incorporating video into digital proposals will be a success in business.
Finally, through the videos we can generate a live shopping event, pre-record product demonstrations, use them as a means of customer service or simply as a channel for the brand to offer content.
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