Live shopping multiplies by 10 the results of traditional ecommerce. This promotion technique uses streaming to explain the product properties, analyze its functionality and use an influencer. This is what emerges from the Live shopping report published by EAE Business School and prepared by the director of the Master’s in Marketing & e-commerce, Armando Salvador.
In this sense, 74% of consumers who participate in a live shopping session buy and, therefore, brands register a 30% increase in their conversion rates. Instead, the average typical conversion rate for an eCommerce website is usually 2-3%.
The EAE Business School report states that, in 2026, between 10% and 20% of sales made in e-commerce will be made through live shopping.“Live shopping is here to give another twist to the e-commerce landscape, as it combines the benefits of online shopping with the familiarity and interaction of buying in a physical store”says Salvador.
By sectors, fashion and beauty represents 36% of world sales in live shopping; followed by home and decoration; electronics and technology; food and drinks and, finally, sports and outdoor activities.
Platforms to sell
In the EAE Business School report, it is indicated that 71% of Gen Zetas spend more than three hours watching videos online on YouTube, Twitch, TikTok and Instagram Reels. “Live shopping takes advantage of these new consumption habits. For the Zeta generation, this new way of buying will be perceived as natural as opposed to the static content of traditional e-commerce”adds the EAE Business School professor.
In a survey conducted by Bazaarvoice in 2022and collected by the EAE report, 58% said they had purchased through Facebook during a live broadcast event; 46% did so through Instagram, 16% through Tik Tok, 14.4% on You Tube, 6.6% on Pinterest and 4.2% on Twitter.
“However, in the first months of 2023, toSome platforms such as Facebook or Tiktok have decided to focus more on an advertising model than on a reproduction one, but this leaves the way for much more specialized environments. This situation is not new, for years now social networks have been testing the integration of sales in their environment without success, live shopping has not been a difference, since they have many other fields open “Salvador explains.
In this sense, there are various live shopping platforms including Amazon Live, Twitch, ShopShops and NTWRK, which charge a commission of 2% and 5% for each sale made.
“By choosing the right platform, you can maximize your reach and increase your chances of conversion. In the future, live shopping is expected to evolve to offer a more targeted and personalized experience through artificial intelligence and machine learning tools”concludes the EAE Business School professor.
