How Livestream Selling is revolutionizing online shopping experiences

Photo by Markus Spiske

When was the last time you watched a television shopping channel? Perhaps you remember the old QVC-style programs, where presenters would demonstrate a product and get people to phone in and make a purchase. Well, you may be surprised to hear they didn’t go away. While some of them still exist on television, many of them just evolved.

What is Livestream Selling?

Livestream selling is exactly as we described it above. It is a television shopping channel moved to the internet. A company or individual will live stream a demonstration of a product in real-time. Their viewers can then interact with them, ask questions, and make purchases of the product. Live streams can take place on designated platforms, such as Amazon Live, or they may take place on the streamer’s social media channel.

The concept is huge in Asian countries but has yet to fully gain traction in the West. However, it is growing in popularity and if you want to be ahead of the curve, now may be the time to start your livestream-selling journey.

Why Are Customers Attracted to Livestream Selling?

Photo by Waldemar

The concept of selling products has not changed much over the years. A person has goods, they extoll their benefits and then someone buys them. In the last twenty years, the biggest change to this has been online shopping where people no longer have to visit a store to make a purchase and can do it without human interaction.

However, this is not necessarily something consumers want. Market trends have suggested that as the world becomes increasingly more reliant on AI and digital interaction, people are craving a more human experience. A perfect example of this has been in the iGaming sector, where streaming has allowed the use of games that are operated by a real croupier in a studio and streamed, but played by people on their devices at home. These versions of poker, blackjack, and live roulette have combined the convenience of online games with the physical interaction of a brick-and-mortar casino and it is here that the real key lies.

Live shopping provides both the physical interaction people get when speaking to the seller, much as they would have done from a shopkeeper in the past. Yet it also brings the convenience of not having to go out and shop around in town or at retail parks. Added to this, and one often overlooked, is that shopping is also a form of entertainment, another factor it provides in abundance.

What Are the Advantages of Livestream Selling?

There are also several business advantages to livestream selling and benefits to the buyer. The first is that they have an enhanced customer service experience before the product is even purchased. As they know what to expect, it boosts confidence and can even result in lowered returns. This is due to the ability to support buyers at every stage of the purchasing journey.

All of this can help drive more conversions. A human can answer questions that chatbots can not, and demonstrate in real time. It also prevents people from having to call customer service or look up instructions on product functionality. A quick response means quicker buying times.

Finally, livestream selling can increase brand loyalty. If you have a seller filled with personality, people will begin to know and trust them. They become a face for your business, providing a more human side.

How Can My Business Make Live Selling Successful?

Livestream selling is not for every business. If you have a history of selling online before and doing well, then it will be more suited. Generally, physical items that can be seen and demonstrated work well, and some software packages, particularly creative ones that can be streamed in operation, are popular. Speak to your marketing team and your customers regarding how useful it would be. Luckily, the investment required to get started is marginal so you could try it out for very little outlay.

As live shopping is still becoming popular, you will need some heavy promotion and marketing. It is unlikely that people are simply going to stumble across your stream. Set a time for the livestream then let people know what it is, how they can view it, and why they should. This way, it becomes an event. You may use it to show a new product or offer a one-time discount on certain products. You could even use it to conduct a whole discount sale.

Finally, make sure you prepare and practice. Pick a sales associate who is outgoing and knows the product to be your figurehead. You can then do a dry run, asking them questions as potential customers would. Time on air can be hard to fill, especially at times when fewer people are watching the live stream. Make sure the presenter has plenty of backup material and is well prepared.

Once complete, you can try the live stream. Each time you do it, it should become easier and eventually, you will see the marked impact it has on sales. It may even become your number-one channel for conversions.

This content is a joint venture between our publication and our partner. We do not endorse any product or service in the article.