In the changing world of e-commerce, companies are changing the way of connecting with the customers. Especially beauty brands are moving towards the trend of livestream commerce which is also referred to as Shoppertainment. This trend is changing the way beauty products are marketed and sold online.
Now the question is what exactly do we mean by livestream commerce, and why are beauty brands moving to virtual sales platforms? In this blog we will uncover such questions and will into the rise of this innovative shopping experience and how it’s shaping the future of the beauty industry.
Defining Livestream Commerce?
The meaning of Livestream commerce is quite simple. It is an immersive shopping experience which brings together the live video streaming with e-commerce. Therefore, a live shopping session allows companies to demonstrate their products in real-time. Thus, allowing viewers to interact, ask questions, and purchase directly from the stream. This visual e-commerce is trending especially in the beauty industry because in the beauty industry consumers value authenticity, personal recommendations, and they prefer immediate access to products.
Rise of Livestream Commerce in Beauty industry
The rise of livestream commerce can not be ignored as the statistics show that this trend is capable of changing the entire business dynamics. According to the grand view research In the year 2023, the global live streaming market was valued at approximately $87.55 billion and it is now expected to expand at a compound annual growth rate (CAGR) of 23.0% between 2024 and 2030.
It is interesting to note that since the pandemic has given a huge loss to the business houses. However, it also showed new innovative ways to do business . Therefore livestream commerce gained significant momentum during the pandemic, when in-store shopping was limited. Brands started to find new ways to stay connected with their customers.
How Beauty Brands Are Using Livestream Commerce
1. Direct Engagement with Customers
Live Streaming helps beauty brands in connecting with their customers directly. Be it a makeup tutorial, skincare routine, or a product launch, live streams allow the customers to see how the products work in real-time.
This online interactive communication helps in building trust and feels more genuine than regular ads. Therefore it makes it easier for the customers to decide what to buy.
2. Influencer Collaborations
Beauty brands collaborate with social media influencers to host live streams. These influencers already have a loyal following, and their live sessions allow them to introduce new products to their audience in an authentic and fun way.
The influencer’s ability to demonstrate products live, offer personalized recommendations, and show real-life results adds to the appeal.
3. Exclusive Offers and Flash Sales
This is another reason why beauty brands are moving towards the trend of livestream commerce . It allows them to offer exclusive deals during live sessions. Flash sales and time-sensitive offers create a sense of urgency and excitement among the customers.
Therefore encouraging them to make quick purchasing decisions. These live video shopping sessions can generate significant sales in a short amount of time and therefore making them a powerful tool for brands.
Impact of Livestream on Shopping Experiences
By blending live interaction with instant purchasing, livestream shopping is reshaping the way brands connect with their audience, offering more than just a transaction, but an immersive journey that builds long-term relationships. Here are some pointers on the impact of live streaming on shopping experiences:
1. Enhanced Customer Satisfaction
Livestream commerce offers a dynamic shopping experience that allows customers to interact with products in real-time, leading to higher satisfaction as they can ask questions, see product details up close, and make more informed purchase decisions.
2. Increased Brand Trust
By showcasing products in an interactive, real-time format, brands can build trust with consumers. Transparent demonstrations and live Q&A sessions help remove any doubts, leading to stronger consumer confidence in the brand.
3. Improved Customer Engagement
Live streaming creates an engaging environment where customers feel more connected to the brand. The interactive nature of live streams encourages viewers to comment, ask questions, and participate in promotions, which enhances overall engagement.
4. Real-Time Product Demonstrations
Livestream commerce gives customers the ability to see how products work, feel, and apply in real time. This level of insight improves understanding and boosts confidence in the product’s functionality and quality.
5. Boosted Sales and Conversion Rates
The combination of live product demonstrations, limited-time offers, and real-time interactions can create urgency and drive impulse purchases, leading to higher conversion rates.
6. Personalized Shopping Experience
Live streaming allows brands to offer personalized shopping experiences by tailoring recommendations based on viewers’ reactions and interactions, making the shopping experience more relevant and unique.
7. Social Proof and Influencer Endorsements
Many livestreams feature influencers or brand ambassadors who can influence buying decisions. Seeing others use and endorse a product can significantly increase trust and drive sales.
8. Enhanced Brand Loyalty
The immersive nature of live streaming helps in creating a deeper emotional connection between consumers and brands, which can foster brand loyalty as customers feel more valued and connected.
9. Increased Brand Visibility and Awareness
Livestream commerce extends a brand’s reach by engaging audiences on popular social media platforms like Facebook, Instagram, and TikTok. This exposure helps brands reach new customers and increase their overall visibility.
10. Convenience and Accessibility
The convenience of shopping through live streams, especially on social media platforms, makes the process more accessible. As per some reports, 68% of U.S. adults shop on social media, with Facebook (85%), Instagram (49%), and TikTok (38%) being the top choices. Customers can shop from anywhere, anytime, while enjoying a seamless experience that merges entertainment and purchasing.
The Impact of Livestream on Visual E-Commerce
Visual e-commerce refers to the use of images, videos, and other visual elements to enhance the online shopping experience. With the technological advancement in e-commerce visual content is becoming increasingly important. As livestream commerce continues to evolve, visual content is becoming more critical in influencing purchase decisions.
Unlike traditional product listings or pre-recorded videos, live shopping allows customers to see products in real time Therefore, it is also bridging the gap between online and in-store shopping.
Now, livestream commerce is directly linked to visual e-commerce as it significantly enhances the way customers experience and interact with products online. A research by WATConsult shows that 69% of online shoppers are likely to make purchases during live-streamed product demonstration.
Beauty brands have realized that to stand out in a crowded market, they need to offer more than just static images or written descriptions. Live Streaming offers a more dynamic and interactive way to showcase products and makes it easier for customers to visualize how products fit into their beauty routines.
The Future of Livestream Commerce
As e-commerce technology continues to evolve, it is clear that livestream commerce is set to play a pivotal role in shaping the future of the beauty industry. The increasing demand for immersive shopping experiences and the need for real-time engagement are pushing the beauty brands to explore this trend further.
In India, a survey conducted by LocalCircles shows that 61% of online shoppers are willing to attend live shopping sessions for product demonstrations. And 35% of the shoppers have expressed interest in discussing pricing or discounts during such sessions.
This statistic highlights the immense potential of livestream commerce to drive conversions and boost sales. It also shows how live shopping is capable of engaging customers in real time and builds trust and loyalty.
Conclusion
Livestream commerce is transforming the beauty industry by creating an immersive shopping experience. This real time shopping experience allows the brands to engage with customers. As consumers increasingly seek more interactive and authentic shopping experiences, livestream commerce is set to become a major player in the future of e-commerce. Therefore, it’s essential for beauty brands to embrace the trend of livestream commerce. By offering reliable, interactive, and engaging experiences, brands can strengthen customer loyalty and drive sales.
In conclusion, as seen with platforms like PhygitalMax, which leverages live video shopping to create an immersive experience, integrating real-time interactions with product showcases can elevate brand engagement. With the growing popularity of livestream shopping, beauty brands can replicate this success by creating dynamic, visual shopping experiences that resonate with customers, making the shift to livestream commerce not just a trend, but a crucial step toward staying competitive in the market.
