From Hype to Reality: Unpacking the Phenomenon of Shoppable Live Stream

Berto Horne

31/10/2023

Livestream shopping

In today’s fast-paced digital world, e-commerce has become an essential part of our lives. With the ever-increasing popularity of online shopping, businesses are constantly looking for innovative ways to engage with customers and drive sales.

One such emerging trend that has gained significant attention in recent years is shoppable live stream or livestream shopping. It has been hailed as a revolutionary concept that combines the power of live video streaming with seamless e-commerce integration, creating an interactive and engaging shopping experience for consumers.

In this article, we will explore the phenomenon of shoppable live streams, its evolution from hype to reality, and its potential impact on the e-commerce landscape, with a focus on the platform buywith.

Understanding Shoppable Live Stream

Shoppable live stream refers to the practice of using live video streaming to showcase products or services in real-time, while allowing viewers to make purchases directly within the livestream. It combines the elements of traditional television shopping channels with the convenience and interactivity of e-commerce, enabling consumers to shop in real-time while watching a live video broadcast. Shoppable live stream typically takes place on various platforms, including social media platforms, e-commerce websites, and dedicated livestream shopping platforms.

The concept of a shoppable live stream has gained traction in recent years as it started in China, from where it started becoming a mainstream shopping trend. Shoppable live stream has been embraced by a wide range of retailers, from established brands to small and medium-sized enterprises (SMEs), as a powerful tool to drive sales, engage with customers, and build brand loyalty.

The Evolution of Shoppable Live Stream

Shoppable live stream has come a long way from its inception as a novel concept to its current status as a mainstream phenomenon. Let’s take a closer look at the evolution of shoppable live stream and how it has progressed from hype to reality.

  1. Early Adoption and Experimentation:
    Shoppable live stream started gaining traction in the early 2010s, with businesses and influencers experimenting with live video streaming as a way to engage with audiences and showcase products. However, the concept was still in its infancy, and there were limited platforms and technologies available to support seamless e-commerce integration. Many early attempts at shoppable live stream were rudimentary and lacked the sophisticated features and functionalities that we see today.
  2. Rise of Social Media Platforms:
    The widespread adoption of social media platforms provided a significant boost to the evolution of shoppable live stream. Brands and influencers started leveraging social media platforms to host shoppable live streams, tapping into the massive user base and engagement on these platforms.
  3. Emergence of Dedicated Livestream Shopping Platforms:
    As the demand for shoppable live stream grew, dedicated livestream shopping platforms started emerging, offering more advanced features and functionalities specifically designed for live commerce. Platforms like buywith gained prominence, providing a seamless and immersive shopping experience within the live video streams. These platforms offer features such as creating live shopping on your website, Live chat, in-video purchases and more, making it easy for viewers to make purchases while watching the live streams. Dedicated livestream shopping platforms have become popular among brands of all sizes, providing a centralized and optimized platform for hosting shoppable live streams directly on the brand’s website and driving sales.
  4. Rapid Expansion and Global Adoption:
    Shoppable live stream has rapidly expanded beyond its initial adoption in China to become a global phenomenon. Businesses all over the world are now leveraging the power of live video streaming to engage with customers and drive sales.

The global adoption of shoppable live stream has also been driven by the increasing consumer preference for convenience, interactivity, and authenticity. Shoppable live stream allow consumers to shop from the comfort of their homes, interact with hosts or influencers in real-time, and get a more authentic and personalized shopping experience. Consumers can ask questions, get product recommendations, and see how products perform in real-time, creating a sense of trust and transparency that is often lacking in traditional e-commerce. Shoppable live stream also taps into the growing trend of “retailtainment,” where consumers are looking for engaging and entertaining shopping experiences that go beyond just transactional purchases.



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buywith: A Leading Player in Shoppable Live Stream

Among the various platforms that have emerged in the shoppable live stream landscape, buywith has gained significant attention as a leading player in the space. buywith is a dedicated livestream shopping platform and creator marketplace that provides a comprehensive solution for businesses to host shoppable live streams and connect with consumers in a seamless and interactive way with zero integration.

The platform offers a range of features and functionalities that make it a powerful tool for retailers looking to leverage the power of shoppable live stream.

  • Frictionless integration: At buywith customers can experience frictionless integration or one line code which can be a brand preference.
  • ‘Shop with Me’ experience: The shop with me experience of buywith uses the patented technology to have a unique and one-of-a-kind experience where the host or the influencer takes you on a live shopping journey on the brand website. This can bring a togetherness between the retailer and the customer. At the shopping event.
  • Creator marketplace: The content creator marketplace on buywith connects you with influencers who can pitch your products to customers as they are equipped with your company’s vision and trained, vetted and coached beforehand.
  • Interactive features: The live chat features allows customers to interact with the host and other shoppers. Also, you can access polls, stickers and adjust screen size of the video as well.
  • Shoppable Features: The “Want” button easily lets shoppers add the products to their shopping cart during the livestream shopping sessions and customers may find the dynamic coupon code very useful on the platform.
  • Data & Analytics: The events that are used for content hubs can be shared again and again which can contribute to the pattern which the retailer prefers.

Final Thoughts

In conclusion, shoppable live stream has rapidly evolved from a hype to a reality, with brands worldwide leveraging platforms like buywith to engage with their audience, create unique shopping experiences, and drive sales.

The benefits and opportunities of shoppable live stream make it a promising trend in the e-commerce industry, with continued growth and evolution expected in the future.

Berto Horne
Influencer & Creators Community Management

Berto Horne is the Influencer & Creators Community Manager at buywith, a leading live shopping platform and creator marketplace. Berto  is an expert in the influencer marketing and live shopping arena. Berto has a background in marketing and a track record as a brand ambassador for luxury brands. He has also made a name for himself through his personal lifestyle brand, The Perfect Gentleman (TPGent).

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