With many countries in a gradual de-escalation and an uncertain situation regarding the opening of physical stores, e-commerces are still the buying preference for many users. Tactics such as hyper-personalization or augmented reality seek to replicate the physical shopping experience in the digital environment and, in the current situation, the concept of live-streaming e-commerce works as a very effective digital showcase. Also, live connections are often led by influencers who offer special discounts to their followers.
Western platforms are taking steps to reinforce the trend. For example, Amazon already produces this type of broadcast on Amazon Live, featuring a myriad of channels dedicated to a wide variety of products and sectors. Also, YouTube is developing the integration of links in videos with “Products in this video” and Facebook & Instagram will have the feature of adding purchase links to live connections ready in the summer.
From an advertising point of view, live-streaming e-commerce is a great opportunity to attract online sales, as these broadcasts are focused on generating expectation around a product and on encouraging engagement through the users’ active involvement. Therefore, brands must promote the awareness of these advertising events to attract the greatest number of participants and, once the broadcast is done, ensure the video reaches new related audiences.