The trend: Plenty of companies are bullish about live shopping, despite a slow start in the US.
Why retailers are bullish: Live shopping’s niche audience isn’t deterring retailers, which see an opportunity to attract new generations of shoppers and deepen engagement and loyalty.
A long way to go: While many retailers are optimistic that the livestreaming commerce trend sweeping China will soon replicate itself in the US, that day could be a long way off. Just 14% of US adults have made a purchase from a livestream shopping event, per an August survey by Bizrate Insights conducted for Insider Intelligence.
First Published on Oct 10, 2023
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