Live Shopping Trends for 2023

The growth of live commerce over the past two years has been exponential. We have seen huge brands including Levi’s, Samsung, Sephora, Charlotte Tilbury and Very UK implement live commerce in one way or another, hosting shoppable events at key stages throughout the years. 

As customers were unable to visit stores or socialise in person as a result of various stay at home orders, many began turning to live commerce as a solution. Live commerce provided an accessible location for consumers to discover new products while being entertained. 

Live commerce has been booming in China since 2016, and the West is finally catching up with the hype. As Western brands continue to adapt live commerce to suit their brand image and values, and customer needs, online shopping is set to change for good. With McKinsey reporting that live commerce will make up 20% of global ecommerce sales by 2026, live shopping is set to grow exponentially in 2022. 

We have pulled together our trend predictions for live shopping in 2022. 

Western markets will adapt the live shopping format to suit consumer shopping habits

The nature of live commerce is energetic and entertaining, albeit a little chaotic. This chaos may not suit the image of many brands, making them wary of adopting the new shopping channel. 

However, in 2021 we saw brands of all sizes and industries rewrite the live shopping rules to suit their brand image. With different set-ups and hosts (including A-List celebrities and influencers), brands are able to create a complete shopping experience. Using demonstrations, walk-throughs and try-ons, hosts are able to show exactly how products work and how they will improve the viewer’s life. 

In 2022, we expect to see brands continue experimenting with the parameters of live commerce, and push creative concepts to ensure an exciting and engaging experience that perfectly reflects the brand. 

Live commerce will be adopted by more industries and brands of different sizes

Typically, live commerce has been quickly adopted by fashion and beauty brands as the format lends itself to styling sessions, tutorials, runways and product highlights. In 2022, we expect to see more industries—including FMCG, wellness and tech—consider how the channel will positively impact their business. 

As more social platforms offer live commerce features, the channel has become significantly more accessible to brands of all sizes. Smaller brands are able to host low-cost live commerce streams to grow their presence. The ease of access will eventually turn live commerce into a mainstream feature consumers enjoy and expect. 

Live commerce will become an always on approach

Previously, brands have used live commerce to support their efforts at key moments in the year (think Black Friday and Christmas). In 2022, we expect to see brands integrating live shopping as a regular occurrence in their overall marketing strategies. Brands will begin using the format for regular content, as well as one-off events. 

Live shopping will connect the online and offline commerce worlds 

It’s relatively rare brands are able to balance incredible experiences online and offline. Brands usually focus on having either an offline presence with experiential in-store experiences, or have a highly digitalized and interactive online experience. With live commerce, brands are now able to do both. 

Utilising live commerce means brands can fuse together online and offline commerce by using their stores for online events. Using flagship stores as venues creates a completely immersive shopping experience. Expanding from this combination, we anticipate that stores will eventually host their own live commerce experiences where customers can virtually try on styles, or even have a personal styling session from home. 

Brands will have dedicated studios for live commerce content

Video content has taken over as the preferred content choice for consumers. In order to provide consistent, high quality content, we expect brands to create their own studios for filming live video content. With a dedicated space, brands can invite influencers, designers or professionals to their studios to host live content. Having a studio means series and episodes can be produced and broadcast from the same location, helping maintain a consistent theme. 

Brands will be experimental with live commerce hosts

Hosts can make or break live commerce experiences. Currently, most brands have enlisted influencers or celebrities to host live content. In coming months, we expect to see brands getting creative with their hosts. 

Authenticity is key to consumers, and what better way to be authentic than to have someone within your business host or co-host a livestream? Employees are likely the most educated on your brand’s products and services, so they will be able to accurately and enthusiastically promote them. 

Being experimental with hosts also poses a great opportunity for brands to connect with their communities. Considering the rise in UGC and community-led initiatives, it’s not out of the question that we’ll see loyal customers host live streams. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blog.

@ Socially Powerful

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