The Difference Between Livestream Shopping and Influencer Marketing

Kaya Martelloni Zabriskie


Influencer marketing

Livestream shopping stands out as a highly effective marketing technique for numerous e-commerce businesses. In this strategy, influencers or celebrities promote specific products in real-time, fostering engagement with the audience. Viewers actively participate through comments, queries, and direct purchases within the livestream, resulting in an interactive and immersive shopping experience that seamlessly merges entertainment with the ease of online shopping. The personal connections forged by influencers with their audience significantly contribute to product sales, making livestream shopping a powerful tool in modern marketing.

On the other hand, influencer marketing is a strategic form of collaboration between brands and individuals with significant online followings, known as influencers. It involves leveraging the influencers’ credibility and reach to promote products, services, or messages to their engaged audience, aiming to tap into their influence and authenticity for effective marketing and brand promotion.

What is Livestream Shopping?

Livestream shopping is a marketing strategy involving an influencer, online host or celebrity demonstrating products and services of a brand to audiences on a live video. The main goal is to reach a large audience and connect with them through live-stream shopping events.

Countless brands, especially in China, are famous for being able to sell furniture, automobiles, and even real estate through this medium. Customers can also enjoy participating in raffle draws, promotional price drops, and giveaways on a livestream shopping platform.

Advantages of Livestream Shopping Marketing

The traffic and view count that livestream shopping events can bring for a brand are no joke. After all, consumers get to enjoy real-time interactions with influencers. It’s a dream come true for many and we make it possible. 

The advantages of livestream shopping includes:

  • Boosting sales
  • User acquisition
  • Decrease return rates
  • Increase engagement 
  • Fostering Community
  • Monetize influencer activity
  • Cost-Effective Marketing

As a consumer, you’ll get to ask the influencer on-screen product-related questions via live chat on our livestream platform. This engagement alone can excite people to join in on the event.

Research shows that, in the U.S alone, over 28% of consumers have said this method encourages them to shop more through social media channels. 

Disadvantages of Livestream Shopping Marketing

Despite its benefits, livestream shopping does come with a few drawbacks. The significant disadvantage is the potential for technical issues such as poor internet connectivity which can disrupt the seamless flow of the livestream.

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What is Influencer Marketing?

Unlike the previous trend, influencer marketing focuses more on building brand exposure and creating awareness about services. 

Online influencers can replace sugar-coated advertisements and over-hyped reviews on certain products. Brands choose influencer marketing to reach a distinct niche through people knowledgeable about the topic. As you can see, this strategy is all about being viewed as credible and authoritative about a niche. 

Advantages of Influencer Marketing:

  • Boost brand awareness
  • Increase Reach and Exposure
  • Reach niche audiences
  • Diverse Content Creation
  • Social Proof and Recommendations

Influencers can also promote products by communicating with different groups correctly. Did you know that influencer marketing helps marketers reach 85% GenZ and Millennials who look for information on specific products on social media? It’s a vast consumer pool brands can dive into, primarily through influencer marketing. 

Disadvantages of Influencer Marketing

Despite its popularity, influencer marketing does come with some disadvantages. One significant drawback is the potential lack of control over an influencer’s behavior or image. Influencers are independent entities, and their actions outside of sponsored content can impact the brand’s reputation, sometimes negatively.

Additionally, there’s the risk of influencer fatigue, where audiences may become oversaturated with sponsored content, leading to a diminished trust in the authenticity of endorsements and a decline in overall effectiveness.

Finally, determining the actual return on investment (ROI) can be challenging, as attributing sales directly to influencer campaigns is often complex and multifaceted.


When customers shop with influencers online, businesses can see slow yet steady growth in brand awareness. However, livestream shopping marketing can help you quickly make sales and reach consumers through influencers. 

Join buywith to be a part of the content community and connect with the experts to understand how to strategize and learn useful methods to engage your audiences through famous influencers online.

Kaya Martelloni Zabriskie
Influencer and Community Team Lead at buywith

Kaya Martelloni Zabriskie is the Influencer and Community Team Lead at buywith, a leading live shopping platform and creator marketplace. She is a seasoned Influencer Specialist with a proven track record in Influencer Marketing, Communications, Social Media, and PR. Kaya brings a wealth of experience to her role as she leads the charge in cultivating and nurturing buywith’s vibrant creators marketplace.


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