COVID-19 lockdowns, an explosion in influencer marketing, and secure, reliable shopping platforms have combined to popularize livestream shopping, where consumers can buy products featured in real-time broadcasts on websites and social media.
Although live shopping is still considered experimental in the U.S., two industry statistics show how consumers are catching on:
- Coresight Research predicted the livestream shopping market will reach $20 billion this year and more than triple in 2023, with projected growth reaching $65 billion. In China, the world’s leader in live shopping, it accounts for 12 percent of retail ecommerce sales and is projected to bring in $770 billion in 2023.
- Popular shopping-app installations grew 77 percent year over year from January to June 2022, a Sensor Tower report says. That doesn’t include social video apps that also have ecommerce features, like TikTok.
Does email have a role in promoting a streaming event? Absolutely! The events debut on platforms like Twitch, Instagram, and TikTok, but brands use email to get customers there.
Smart brands in beauty, apparel, and home/DIY are leveraging their vast email reach and real estate to drive shopper interest in their live events, and capitalizing on them pre- and post-event to increase shopper awareness and participation.
New MailCharts list: Livestream Shopping! MailCharts just launched Livestream Shopping, a new curated list with more than two dozen email examples. Check it out to discover how brands like NARS, Laura Mercier Cosmetics, UNIQLO, IKEA, and Coach use email to promote events, products, and personalities, and bring customers back after the event to watch recordings and buy featured products.
The list is available to all MailCharts Pro and Enterprise users and is unlocked for a short time for free users.
Whether your brand is thinking about wading into livestream shopping or looking to maximize your investment, check out these insights and investigate the brands mentioned in them.
1. Look to beauty brands for livestreaming creativity
Beauty brands have gone all in on livestream shopping, which goes side by side with live demos, consultations, new product launches, and other high-profile events. Email gives brands like NARS more screen space to prompt their events, tout their influencers, and share more information about featured products.
2. Chinese, U.S. livestream shopping experiences are different
In China, livestream shopping is more like the always-on Home Shopping Network and QVC channels, because most Chinese shoppers live far from high-end shopping centers. Attending events via their phones gives them that access.
U.S. shoppers, on the other hand, who can buy in-store more readily, respond more to one-off events where buying is secondary. “Tentpole” events like attending an influencer’s “buy with me” livestream, unique product launches, and demos with brand consultants are popular events.
3. Use email tools to promote events
Tools like add-to-calendar and automated reminders will help keep your livestream shopping event visible on your customers’ overloaded calendars. Forget your frequency fears, too—send a day-of reminder email to get even more sign-ups.
4. Link up SMS and email
Email gives you the reach and screen space to promote your event, but adding an SMS alert can get people to the event even if they aren’t in their inboxes at the right moment. UNIQLO has perfected this combo with an email and coordinating text alert.
Want to see how your favorite brands are using email for crossover promotions for their livestream shopping events? Sign up for a free MailCharts account and find out!
