How livestream shopping marketplaces are trying to become mainstream

Authentication needs to be quick and convenient for the sellers and reliable and consistent for the buyers. Product discovery and navigation needs to be contextualized and entertaining, either through editorial point of view or through livestreaming and social component. Visibility needs to be equal to all sellers and platforms should support in te... See more

“Influencers, they understand their community,” Bogliari said, which makes the viewing experience feel more personalized, and could then lead to higher conversion rates. He added that influencers make livestream shopping “more relatable and appear less commercial.”

While the shopping habits of different cultures may differ, younger consumers, regardless of where they live, are similar in how they use social media to connect. Livestreaming taps into that trait because, unlike the shopping channel model, it gives viewers the ability to have a two-way conversation with the host, said Alessandro Bogliari, co-foun... See more