"Without sounding too 'Been there, done that' - when it comes to live stream events - we were early adopters at Asos. During my time leading the social media team there, we ran an earlier iteration of this e-commerce revolution. Albeit a little scrappier than what we're seeing now. Ours included live and interactive Twitter competitions. Yes, remember Twitter? We also coordinated live virtual games of Pass the Parcel and Take Me Out (although the latter was a total disaster!) on our social media platforms."
"This contrasts sharply with a retail environment that feels more than a little flat. We're hearing of super low conversation rates of around 1-2% and basket abandon rates of 90%. People are not finding what they want online. And if they do, about 20-30% return them afterward. But then there are live shopping events. The unicorn of e-commerce. A bastion of hope for brands and influencers."
Livestream shopping evolved from early, scrappier experiments into slick, highly profitable e-commerce events. Coresight Research projects livestream sales will reach $32bn by the end of this year and account for over 5% of total e-commerce sales by 2026. Traditional retail metrics feel weak: reported conversion rates around 1–2%, basket abandonment near 90%, and return rates of 20–30%. Livestream events address these problems by reintroducing human access, interaction and tailored advice—particularly valuable for beauty—turning shopping into an engaging, social experience. Brands and creators are pivoting to recreate social media learnings within live shopping formats to boost engagement and sales.
Read at The Drum
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