In the age of technology, many industries are seeing a digital revolution and technology-centric e-commerce is no different. So, let’s take a look at the technologies that are enhancing live streaming capabilities and functions for e-commerce.
AI Hosts
Traditionally, live streams are hosted by a real human. The host controls the live stream, directing the conversation toward the intended goal. This host can either simply present to the audience or interact with them. Take something like online casinos, for example – when card enthusiasts play online blackjack games, a dealer operates around a physical card table in the studio which is streamed in real-time to the players. Players can then interact with the host and other players alike. This interaction brings a human element to a virtual offering, making the gameplay immersive and authentic.
That said, all humans have their limits – we need to eat, sleep, and take regular breaks. In e-commerce applications, this can be restrictive as to how long live streams can continue for. However, AI hosts can live stream 24/7 without any break. They can either be designed as a human-like avatar or simply operate as a text-based chatbot, providing unlimited interaction for customers. These AI hosts are already popular in Chinese e-commerce, contributing towards a 19% growth in livestreaming e-commerce sales in one year alone.
Live Commerce
In a traditional live stream, there may be several calls to action (CTA) throughout the script that encourage viewers to purchase a product or service. However, this will typically be concentrated around the end segment of the stream as users will have to navigate away from the video to an external page to place their order. This means that there is a continued payoff between promoting the product and getting the timing right so that the audience doesn’t navigate away too soon and miss important information.
Instead, live commerce combines the idea of instant purchasing with online live streams. Put simply, live commerce links up a broadcast with the corresponding store, or even specific products, allowing the audience to make purchases in real-time through the live stream itself. In other words, this allows consumers to literally click on the product being demonstrated and instantly purchase it, improving the sales journey.
Augmented and Virtual Reality
If you’re unfamiliar, augmented reality (AR) projects digital elements into the real world, whereas virtual reality (VR) creates a whole new digital environment. Whilst traditionally employed in entertainment settings, this technology is revolutionizing e-commerce live streams. Think about it, one downside of these live streams is that consumers cannot see the product in person, try it on, or imagine how it might look in their home. However, with integrated AR experiences, they can.
AR is already beginning to be used by brands like NYX, Nike, and Ikea, allowing consumers to virtually try on their makeup and trainers from home, and even design their living room in real time, by superimposing the products onto images in real time. VR can also be used for similar purposes, allowing users to enter virtual fitting rooms and try on virtual items of clothing off the rack. When integrated effectively, consumers can utilize these AR and VR features without even having to tune out of the live stream.
And there you have it – just a few technologies enhancing live streaming for e-commerce. With these technologies in their arsenal, the overall customer experience and sales journey can be improved.
