During the pandemic, video content consumption increased many fold. Now, videos not only serve the purpose to entertain us, but are also impacting e-commerce. Moreover, the adoption of livestreaming among influencers, brands and retailers has opened a new vista to engage directly with customers. The addition of shopping features on video and livestreaming platforms is going to be the next growth engine for e-commerce.

 

Amazon has always been on the cutting-edge of technology. The company has been experimenting with livestream shopping and holds several patents in the space. Last year during its Prime Day event in November 2020, Amazon actively promoted its “Amazon Live” feature by working with its network of influencers to promote exclusive deals on select products. Facebook launched Instagram Live Shopping in the US, making it possible for sellers to tag products when they go live for viewers to buy. YouTube can also be a gamechanger for e-commerce. QVC, a US-based TV shopping player, recently debuted a livestream shopping channel on YouTube TV. Chinese live video platforms such as Kuaishou (which went public few weeks back) and Bytedance (parent company of TikTok) are quickly adding commerce features, while e-commerce leaders such as Alibaba and JD have both ramped up their livestreaming efforts.

 

As shoppable video and livestream commerce becomes more popular, brands will have to offer high-quality engaging video and livestreaming to provide a better purchasing experiences to customers. The days of simple e-commerce are over. Long live Shoppable Video and Livestreaming Commerce!

 

P.S. – Here are the list of 14 Shoppable Video Platforms to Add to Your Shopping List in 2021:

https://influencermarketinghub.com/shoppable-video-platforms/