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The concept of live shopping goes back to the 80s and builds on the idea of video shopping. Livestream shopping can take different forms, from live events and auctions to online marketplaces and influencer streams. Viewers can tune into a live shopping session, leave comments, ask questions, and communicate with a host or with one another. And once they are ready to purchase, they can click a link embedded in a shoppable video and proceed to checkout. With private dialogues between a host and a customer, brands can produce higher conversion rates and increase the customers’ chance of returning.