Live shopping is transitioning from Asia to Western markets, particularly in the UK, boosted by platforms like TikTok and Instagram. Brands are utilizing interactive livestreams to enhance customer engagement and sales, as exemplified by Kelsey Krakora’s success on Poshmark. While live shopping flourishes in China, challenges exist in adapting the model in the UK due to differing consumer behaviors. Recent data shows a significant interest in this shopping format, with rapid global market growth, raising questions regarding its long-term viability outside Asia.
"These events are inclusive, welcoming. You can shop in your pyjamas and there's no need to head to the mall," says Kelsey Krakora.
"Live shopping simply doesn't scale in the same way outside Asia," says Sucharita Kodali, retail analyst at Forrester.
According to VTEX, 45% of US consumers have browsed or purchased from a live shopping event in the past 12 months.
The global market is now estimated to be worth $32bn and growing fast.
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