Popular Among Consumers, Live Streaming Has Begun To Take The World By Storm

The popularity of live streaming in China has attracted widespread attention from foreign social media platforms. Social media platforms such as Facebook and Instagram have begun to develop e-commerce live broadcast functions to facilitate viewers to purchase with one click while watching live broadcasts. Retailers and e-commerce merchants of all sizes have also begun to turn to live broadcast marketing methods to bring goods.

“In order to keep up with the times, e-commerce increasingly has to operate like a media company,” Electric Runway founder Amanda Cosco said in an interview with Retail Touchpoint. “Thankfully, media equipment including tripods, ring lights and microphones are constantly getting smaller and more affordable. Material preparation is a prerequisite for a successful live broadcast, so be sure to plan the set, product and host in advance personnel.”

Sophie Abrahamsson, chief commercial officer of Bambuser, said in an interview: “In the stereotype of many retailers, they need to have a huge team and a lot of infrastructure to carry out live streaming, but this is not the case, an iPhone can even It supports an entire live broadcast.”

In effect, e-commerce merchants can integrate their existing stores into their social media presence without having to build an entirely new studio. Although it is indeed time-consuming and labor-intensive, in the long run, it is an investment worth making.

For example, Betabrand’s podcast studio and online store combine to attract consumers who pass by to watch live recordings; Old Spice even opened its own online brand barber shop to encourage professionals and consumers to post in-store.

The global outbreak of the COVID-19 epidemic is crucial to the rise of live streaming. Supporting services such as logistics distribution and fixed-point pickup have been established and increasingly improved. People staying at home suddenly have a new understanding of the powerful functions of online e-commerce and social media.

People are desperate for social interaction during home quarantine, making social commerce more attractive to consumers — and more valuable to e-commerce sellers. Watching live broadcasts can help lonely people regain a sense of social participation, and more and more people are shopping through live broadcasts.

Retail company Cosco said: "Contactless shopping is increasingly becoming an important part of the retail industry. Live streaming allows consumers to get as close to the physical shopping experience as possible. Consumers who were still on the fence about online shopping before the epidemic now have no choice but to Can start using e-commerce.”