What is live purchases and will it get off?

After graduating from Kelsey Krakor college, he worked full -time in the stack -kowes, bartender and food.

She tried to sell clothes online, but only part -time.

But in 2021, everything changed for Cleveland Ms. Krakor.

She moved on the sale of clothes to anything, and then Poshmark -Internet market, where people can also use live videos for sale items.

“My first live show with Poshmark was November 27, 2022. I sold zero things on my first show … But it didn’t last long!”

She now sells about 100 items per show, about $ 1,000 (£ 773).

Her show is on average three hours and she makes two to three a week.

“These activities are inclusive, welcoming, you can shop in your PJS, and there is no need to head to the mall,” says Ms. Krakor.

Live purchases are popular in the Asia-Pacific region for some time where social networks, such as China, Douyin regularly purchases, but now European and American brands are experimenting with this new way of selling their products.

Live purchases are close to trading channels such as QVC where viewers call for call and buying products demonstrated.

But live purchases act as a faster shortcut from the buyer to the product, especially in the one-click purchases that are popular in online stores such as Amazon.

In addition, because young generations are increasingly cutting chord and cannot access cable television, shopping channels do not have the same relevance as before.

The live shopping market has estimated $ 32 billion, and the most active sectors are fashion, cosmetics and collecting.

A 2024 poll from the Digital Commerce Vtex platform has shown that in the last 12 months, 45% of US consumers have viewed or purchased live purchases.

Guillaume Faure, CEO of Livemeup, which provides software for trading videos, remembers when living purchases increased.

“When Instagram introduced the drums and when YouTube launched shorts, we saw that live shops were really taking off.”

He noticed the popularity of textbooks and videos in live trading events, such as the owners can teach buyers how to apply a certain type of makeup, or organize different flowers to provide the most caused bouquet.

However, some analysts believe that live purchases will probably be limited.

“Many companies tried live purchases, but it’s just not scale,” says Sufiit Koda, retail analyst forrest Research.

“Perhaps it works in China where the US does not have the same store density where consumers are better off and try something, not watching the hosts try on clothes,” she adds.

Jonathan Reynolds, Academic Director of the Oxford Retail Management Institute, Oxford University, also emphasizes that the Chinese market is different.

“In China, the so-called key leaders (KOLS), such as Lee Jiatsky, the so-called” lipstick king, is well established, “he says.

“Li li closely built his personal brand to demonstrate his experience and build consumer confidence. Kols also works in much more sophisticated platform ecosystems,” explains Mr. Reynolds.

Even Ms. Krakora admits that not all products work in live shopping.

For example, she prefers to shop for jeans personally. “I’m high, and I have certain jeans cuts that I am,” she says, “there are tested styles and brands I like.”

Bruce Winer, retail analyst in Toronto, also says that for some buyers the convenience of live purchases may be too attractive.

“Consumers can admire the show or channel … And some consumers may not be able to stop watching and spending when they get at this point,” he adds.

Despite these potential pitfalls, large brands and platforms jumped on a live trading bandy.

Nordstrom, Kit Kat, Samsung and L’Oreal sold products during these streams, as the hosts demonstrated new or reduced products, as well as join Poshmark, as the host for these activities are Amazon, eBay, Tiktok, YouTube and Instagram.

“Live shopping allows buyers to talk to a person who knows that products are sold, and it causes a lot of excitement,” says Menish Chandra, executive and founder Poshmark.

“It also creates a community where other buyers are in one show, and it’s a really different experience than a traditional shopping trip.”

For some brands, Live Shopping has become a change in games.

A high -end House of Amouage fragrance brand collaborates with Nordstrom at the end of 2024 to bring their live purchases to the US.

Oman, based in Oman, followed the success they liked in China. In the 140 live flows they carried out with Chinese influential participants on social platforms, Dueen and Taobao in 2023, they sold more than 3000 units.

The main creative director of Reno Salsos says that the company helps to find out what its customers want.

“In the past, we would use customer pleasure polls,” says Mr. Salmon, “but with live purchases we get feedback right away and I return this team to help clarify our products.”