The news: Retailers are embracing livestream commerce this holiday season.
Zoom out: Livestream commerce has the potential to be a highly lucrative retail channel, given its ability to drive sales and product discovery. But, for all its success in China and the longevity of HSN and QVC, US shoppers have not been particularly enthusiastic about tuning into a livestream and dropping cash.
The big takeaway: It’s no surprise that Walmart is continuing to invest in livestream commerce, given the tantalizing prospect of growing ecommerce sales and challenging Amazon’s dominance. But on the whole, eMarketer principal analyst at Insider Intelligence Jasmine Enberg says, brands and retailers can “leave live commerce for last” and focus on initiatives more likely to drive sales.
Go further: For more insights on live commerce and social commerce, read our Social Commerce Forecast 2022.
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