In brief
Live shopping is gaining traction in the U.S. as consumers shift from traditional channels to online platforms, with both brands and individual sellers embracing this new selling format. However, experts remain divided on its long-term viability.
Live shopping is making waves as a fresh way for sellers to connect with buyers, blending e-commerce and entertainment. Kelsey Krakora, a clothing seller from Cleveland, shifted her focus to live shopping in 2021 and now rakes in about $1,000 per show on platforms like Poshmark and Whatnot. Her events are friendly, accessible, and compete directly with the mall experience, allowing shoppers to buy items from the comfort of home.While live shopping has thrived in regions like Asia, particularly on platforms like Douyin, it’s now capturing attention in Europe and North America. The market for live shopping has ballooned to an estimated $32 billion, especially dominating fashion and beauty sectors. According to a VTEX survey, nearly half of U.S. consumers have engaged with live shopping in the past year.However, experts warn that live shopping may not have the same traction in the U.S. as it does in China, primarily due to stronger in-store shopping culture. Notably, some items, like jeans, may still be better tried on in person. As brands like Nordstrom, L'Oreal, and even tech giant Samsung join the trend, the social aspect of live shopping differentiates it from traditional retail. Despite the excitement, the addictive nature of live shopping raises caution. Retail analyst Bruce Winder highlights that consumers might find it hard to resist the allure of live events. Major players like The House of Amouage are also testing the waters, using live shopping to gather real-time customer feedback—a move that could reshape retail strategies.So, while live shopping is generating buzz and sales, only time will tell if it solidifies itself as a mainstay in the shopping landscape or fades away like past trends.
