The live selling phenomenon is rapidly gaining traction in the e-commerce world, bringing a new level of excitement and interactivity to online shopping. With consumers seeking immersive shopping experiences, live selling provides an efficient way to engage them and enhance brand loyalty.
Berta Santos, the Operations Lead at Huskee Digital, provided an insightful overview of the emerging trends in live selling.
Fun and dynamic virtual storefronts, or augmented reality live rooms to drive high traffic. Featuring a relevant KOL or influencer to promote products on their pages widens reach and increases the brand’s credibility. This builds a new audience or strengthens a community. A passionate and knowledgeable live host plays a key role in maintaining sustainable audience engagement. Brands with extensive product lines (majorly in FMCG: Beauty, Personal Care, Fashion, etc.) have even adopted the use of AI hosts to accommodate a more layered user and shopper experience.
While live programs are informative and engaging, it is best case practice to incorporate trending activities, dances, audio native to a platform. These gimmicks are used to upsell products yet stay aligned to celebrate special campaigns, holidays, and major sale days. Less hard-selling through creative product demonstration or testing can be just as effective to make sales.
Gamifying engagements and shopping gimmicks through these “trends” are done to emphasize flash sales and limited time offers. Exclusive offers that can only be bought through the live-room are strategically matched with incentives (giveaways, freebies, or gift with the live-room are strategically matched with incentives (giveaways, freebies, or gift with purchases) based on viewer’s preferences to increase GMV. These can be adjusted according to real-time data on the live, and adjusting this instant gratification adds to the convenience of a one-stop shopping experience. You’ll see small to medium businesses thriving on the platform and competing with larger, more reputable brands.
TikTok has established itself as a dominant platform for global video trends. Its strategic use has significantly enhanced consumer engagement and interest, facilitating notable growth for numerous companies and startups. However, the question arises: how has TikTok specifically contributed to the success of live selling?
The TikTok app offers simplified, efficient, and highly personalized shopping experiences for buyers. The platform merges a powerful search engine, algorithm, and trend amplification so users can discover brands beyond the shop tab.
Seamless e-commerce integration in shoppable content is crucial for conversion. Shortening the steps to purchase a product is the goal. Being able to buy directly from a link or ‘basket’ on an authentic product review / demonstration builds credibility. Content that includes direct links to a store’s live event widens reach so that new or loyal audiences can buy products on exclusive, limited time offers instantly. Leveraging convenience makes the app a reliable and dependable platform to make thrilling and informed purchases.
Sellers and affiliates have access to free tools, in-app guides, and learning materials to help optimize overall shop performance and their ads. Reducing the risk of scams by enforcing strict rules and regulations ensures a safe marketplace for both business owners and consumers.
The rise of live-selling is transforming the world of online shopping, providing customers with an interactive buying experience. With its increasing popularity, companies need to incorporate these tactics to boost their visibility in the market and take advantage of the prospects brought about by this fresh approach to e-commerce. If you are seeking a space to accommodate the requirements of live-selling, feel free to contact us at connect@acceler8.ph or click here to subscribe to our newsletter!