70% of European consumers embrace live shopping

Live shopping is becoming more and more popular across Europe


70% of European consumers embrace live shopping. Source;

According to Ecommerce News, live shopping is gaining more popularity in European countries. This trend started in China and the rest of Southeast Asia. But now European consumers are increasingly watching live shopping events to get inspired to buy some clothes and other fashion items.

The report has found that live shopping is hot, especially in China. There, on average 50,000 livestreams are held daily with approximately 260 million viewers in China. According to forecasts from Coresight Research, live shopping will generate sales of over 250 billion euros this year alone, and the trend is rising.

At the same time, live shopping is basically nothing more than traditional teleshopping. With live shopping, not only the medium is different, customers are also more involved as they can interact with a brand via chat or other on-screen functionalities.

A study by Arvato Supply Chain Solutions shows that 70% of European customers answered favorably when asked if they would be open to live shopping. But while in Southeast Asia the majority of live shopping customers are young millennials, those interested in Europe are mostly between the ages of 32 to 43.

Last year, the use of shopping apps increased by almost 50%. Brands and online shops can of course use this development to connect directly with their customers via app-based live shopping events. It’s also possible to organize live shopping through social media, but Facebook Live for example has not yet been used by the brands in the Arvato study. About 70% of live shopping events are currently held on brands’ and retailers’ own websites.

We’ve reported that Klarna acquires SaaS influencer marketing platform.


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