How live shopping is shaping the future of retail

Marketers, agencies, and publishers/platforms are in the early stages of exploring live shopping features, recognizing its potential to transform commerce media and video content, particularly among younger consumers. This concept resembles QVC shopping channels but is now conducted on social media platforms and often hosted by content creators. Major players like Meta and Amazon have already dabbled in live shopping experiments. In the United States, 20% of people participated in livestream shopping events in 2022, ranking second globally after Denmark. McKinsey Digital research reveals that apparel, fashion, beauty, and food products are the most popular categories in live commerce. Publicis is one agency testing these commerce functions with undisclosed clients in the United States. The appeal lies in providing consumers with an engaging and non-salesy alternative to traditional online shopping experiences, potentially driving higher conversion rates.

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