How Brands Are Using Live Commerce Across Industries

From fashion to food, fitness to real estate, automotive to beauty, live commerce is disrupting the way brands find customers. Find out about this strategy.

Kaizad Hansotia
June 28, 2023
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Across business verticals and markets, live commerce is revolutionizing the way eCommerce works. Whether you are a start-up or an established brand, livestream shopping can make it easier for you to reach out directly to consumers, in more meaningful and more profitable ways through shoppertainment.

According to an insightful article by McKinsey, the live commerce phenomenon has been driving remarkable conversion rates of nearly 30%, a significant tenfold increase compared to traditional e-commerce.

Live Commerce: How Streaming Is Transforming Shopping
Live Video Commerce

Livestreaming technology acts as a powerful tool, using shoppertainment to attract tech-savvy and younger audiences. It captivates customers for extended periods, streamlining their decision-making process from browsing to making a purchase. As live commerce becomes increasingly mainstream, it's fascinating to explore how this adaptable strategy seamlessly integrates into various industries.

Live Commerce In The Fashion And Apparel Industry

When it comes to livestream eCommerce, the apparel sector takes the largest share, accounting for nearly 36% of all livestreams produced by fashion brands.

How Live Commerce Is Transforming The Fashion Industry

In the realm of fashion, shoppertainment formats like Haul videos (where influencers showcase their shopping hauls), live fashion shows, in-store tours, and content focusing on styling advice tend to resonate exceptionally well with the audience.

Example 1:

Boosted by their success in China, Tommy Hilfiger added Europe and North America to their livestream targets. The experiment paid off as the brand reached 14 million viewers and sold 1300 hoodies in two minutes, just from one show.

Example 2:

One of Swirl’s own clients, P N Rao, a luxury menswear brand in Bangalore used livestreaming to cater to premium customers during the COVID-19 lockdown, generating over 5000 leads and a 37% jump in month-on-month sales through video consultations, virtual store tours, and custom styling advice. See the case study here.

Example 3:

But live commerce is not just for designer brands. Walmart used TikTok for a livestream fashion event, reaching more people than expected and increasing their TikTok follower base by 25% with just one event. 

Not convinced about moving to an online commerce model? Read our blog on How To Turn Viewers Into Buyers As a Live Shopping Host.

Live Commerce In The Beauty And Skincare Industry 

The skincare and beauty sector closely follows, experiencing rapid growth in livestream ecommerce. Prominent luxury beauty brands such as Estee Lauder and Shiseido regularly host livestreams on their dedicated platforms, while brands like Sephora leverage their social media followers by organizing engaging events like Facebook Live Shopping Fridays to generate excitement.

Live Shopping for Beauty & Cosmetics Industry

In the beauty industry, the most favored shoppertainment formats include tutorials, unboxing videos, and live demos where influencers showcase their "Get Ready With Me" routines.

Example 1:

Douglas Cosmetics, Germany’s beauty store department with almost 2500 stores, offers several livestream events every week. It reports a 40% conversion rate from its tutorials, demos, and unboxing videos.

Example 2:

Clinique brand ambassador and Game of Thrones A-lister, Emilia Clarke hosted a GRWM livestream to explain her morning skincare routine and participated in subsequent livestreams to discuss skincare with experts. 

Example 3:

In 2020, Swirl partnered with Greenberry Organics, a local beauty brand dedicated to offering natural beauty and skincare products. Through live commerce, the brand successfully introduced its latest collection, resulting in enhanced customer engagement and a notable 30% increase in Add-to-Cart conversions.

Read our in-depth article about livestream commerce in the beauty industry.

Live Commerce In The Food Industry

Mukbang, a popular Korean trend of recording videos while eating and conversing with viewers, has evolved into a lucrative commercial trend in recent years. The rise in consumption of food-related videos, such as recipe tutorials and home chefs during the pandemic, indicates that this type of content is widely enjoyed, and brands are taking notice.

Live Shopping for Food & Beverages Industry

Food brands have found that cooking shows and behind-the-scenes footage of kitchens are the most successful forms of livestream content. Some brands have even opted for more innovative content, such as livestreamed wine tastings, showcasing the origin of ingredients, on-location shoots of staff, and more.

Example 1:

In Singapore, 70% of online purchases are food-related, with bubble tea, seafood, and other meats being the most popular. Local grocery stores offer livestream shoppertainment videos for customers to choose and buy fresh produce without even needing to go into the store. 

Example 2:

In Canada, the newly launched Foodiez. Live offers a new source of income to professionals who can create their own livestreams. Chefs, sommeliers, bartenders and others in the business use the platform to connect with viewers and offer expert tutorials. They run live demos, Q&A sessions, bartending advice, and more. 

Example 3:

Instapizza in Delhi, a cloud kitchen start-up for homegrown pizza, was clocking an annual revenue of INR 12 CR in 2019. In 2020, as a response to concerns about COVID-19 restrictions and takeaway food, the brand began Crustflix by Instapizza, a behind-the-scenes livestream of the kitchen to showcase the hygiene precautions taken by chefs. 

The food industry is notoriously hard to build trust in, but livestreaming can inspire more confidence in your customers. Here’s how.

Live Commerce In The Health And Fitness Industry

The fitness industry has undergone a notable transformation in recent decades. With the emergence of YouTube workout videos, workout apps, and wearable devices, the way we approach fitness in 2023 has significantly evolved compared to 1991. In addition to gyms providing online classes and livestream memberships for at-home workouts, certain brands have taken it a step further.

Live Shopping for Health & Fitness Industry

Livestreaming in the health and fitness sector has embraced popular shoppertainment formats such as unboxing fitness equipment, review videos, Q&A sessions, and workout videos.

Example 1:

Many fitness influencers use live videos to do workouts with their viewers, as well as linking to related items like yoga mats, sports shoes, fitness gear, nutrition supplements, and water bottles. 

Example 2:

When Adidas launched their ZX Flux shoe in China, they livestreamed a graffiti artist working on a mural, taking requests from viewers to change the design and integrate new elements into it during the livestream. 

Example 3:

Amazon offers a round-the-clock livestream with different influencers and hosts for each category. Their fitness channel shares a livestream workout by Katie Austin, in which related products like yoga mats, weights, totes, bottles, and other fitness products are linked.

If you’re thinking about moving to or adding a livestream model to your business, there are some things you should know about livestreaming. Find out more.

Live Commerce For Home And Garden

Amidst the various lockdowns worldwide, our homes have played multiple roles as offices, schools, and gyms, leading to an increased focus on home improvement. Many individuals are upgrading their living spaces or seeking ways to optimize their functionality. Livestream commerce for furniture and home décor can provide valuable assistance to customers who are taking on the role of interior designers or architects and may have inquiries or require guidance.

Live Commerce For Home And Garden

In this category, the most favored shoppertainment livestream formats include demonstrations, Q&A sessions, expert consultations, and tutorials.

Example 1:

NTWRK, a video shopping platform founded in 2018 has recently launched Open House. This livestream festival allows viewers to participate in all-day shopping across categories. The home furniture category featured stylish and rare items from edgy décor brands to attract customers and increase viewership.

Example 2:

Swedish interior design company, Svenskt Tenn is over 100 years old. In 2020, for the first time, it offered a digital tour of the store at Christmas, instead of the traditional store opening. Viewers were able to interact with the staff online, as well as get inspiration for new ways to arrange Christmas tables, decorate the Christmas tree, or wrap gifts. 

Example 3:

Blomsterlandet is a Swedish gardening store with a wide range of garden products and plants. During the lockdown, they were able to cater to plant parents through livestream, offering Q&A with experts, online shopping with pick-ups from outside the store, and care tips for home gardens. 

With the move of traditional businesses into the online space, it’s time for all brands to consider future-proofing their business. Read our Maximize Impulse Buying: 4 Proven Ways To Score Sales During Livestreaming

Live Commerce For Real Estate And Property Brands

Livestreaming has become a valuable tool for property agents to present homes and offices to prospective clients, offering a convenient and cost-effective solution for both parties. With the ability to conduct multiple livestreams per day, agents save time and money, while recorded versions of the livestreams are often made available on websites or social media platforms for clients who couldn't join in real-time.

Live Video Commerce for Properties

The most sought-after format for live commerce content in this industry includes virtual walkarounds, open house sessions, interactive Q&A sessions, and other engaging approaches.

Example 1:

During the lockdown, Bright MLS, a Washington company for listing homes online, used livestreaming to create virtual tours for clients looking for properties. The agents were able to answer queries and reach customers who were unable to come in person for the viewing.

Example 2:

In China, livestreaming helped Poly Real Estate to sell 102 apartments in an hour, and went on to sell a total of 1000 properties that day. A housing expo created over 120,000 livestreams in a month.

Example 3:

It’s not exactly real estate, but hotels are using livestreaming to capture audiences longing for an escape. Travel+Leisure curated a list of hotels around the world that are livestreaming views of their gorgeous location to anyone interested.

The stakes are high in the real estate and property market, but it's not just early adopters moving to livestreaming. Read our report on how livestreaming is disrupting the way business works.

Live Commerce In The Automobile Industry

The automotive industry, known for its extravagant new launches and auto expos, faced disruptions in 2020 and '21 due to COVID-19. As a result, sellers had to explore alternative avenues. Livestreaming emerged as a valuable solution, enabling them to connect with a larger customer base compared to traditional in-person events. Nearly all automotive brands have experienced increased engagement and improved conversion rates through live commerce. 

Live Shopping for Automobile Industry

Example 1:

In 2020, the Geneva Car Show, a luxury auto event, was called off due to coronavirus concerns, but went ahead to carry out a virtual Geneva Car Show. Brands such as Mercedes-Benz, Audi, and BMW participated in the event.

Example 2:

In China, livestreaming is used by luxury auto brands like BMW and Audi to stream events and sell cars. China Automobile Dealers Association reported 7000 sessions in one day, across platforms like Taobao Live.

Example 3:

In August 2021 in India, the Ola Electric Scooter was launched on livestream. Bookings for the scooter began well ahead of the launch, with the curiosity and demand of potential customers creating over 1 lakh orders within 24 hours. 

Livestream Shopping Platform
Live Video Commerce
Conclusion

According to this article in The Business Standard, India’s live commerce industry will hit a GMV (Gross merchandise value) of $4-5 billion in just three short years. By 2025, we can expect to see India following in China’s footsteps, scoring mega growth across industries. What can you do now to ensure that you ride the wave in 2025? If you’re considering livestreaming, you should read our Ultimate Guide to Live Commerce before making any decisions.

Kaizad Hansotia
Founder & CEO

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What is live commerce and why is it becoming so popular?
How is live commerce being used in the fashion and apparel industry?
What are some popular live commerce formats used in the beauty and skincare industry?
How can the food industry benefit from using live commerce?
What are some of the advantages of using live commerce in the home and garden sector?

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