Selling, selling, selling: this is the paradigm followed by anyone with an eCommerce business. How to sell, however, is a different matter: in fact, there is an increasing need to disengage from "cold" sales such as that which can derive from a standard ADS that immediately proposes a product, without taking into account the need to warm up a user to arouse their interest.
What is Live eCommerce
Live eCommerce is a recent phenomenon, born precisely to encourage direct and meaningful contact with the user, which involves the construction of a space where it is possible to shop live online, led by creators and influencers.
If for some US companies such as QVC and Home Shopping Network Live eCommerce has led to great successes, for others, such as TikTok itself, it has not been so.
In fact, in December 2021, TikTok launched a Live eCommerce campaign starting from an "On Trend" multi-brand event: the live shopping streams, however, did not attract a large audience, nor aroused many sales, marking the abandonment of the TikTok Shop project by many creators. The Asian market is different, much more mature for a live stream shopping approach.
Multichannel Commerce and Live eCommerce
Despite the performance still not fully satisfactory for all platforms, Live eCommerce certainly has a great merit: that of placing itself within a calculated multichannel strategy.
It is in fact the point of arrival of multichannel commerce, which pushes on different touchpoints, allowing you to convert at multiple points, rather than directing the flow to a single platform.
One of the most significant touchpoints in this scenario is certainly YouTube, which has recently announced an important evolution in the direction of LiveeCommerce.
YouTube Shopping and live shopping features
On July 19, 2022, YouTube announced its new partnership with Shopify to allow users to shop without leaving the website: a decision that comes in the wake of the study conducted in collaboration with Publicis and TalkShoppe which indicates that 89% of viewers agrees that YouTube creators provide the most reliable shopping recommendations.
The creation of YouTube Shopping is moving in this direction: a further extension that will allow creators and sellers to easily present products on YouTube channels and content.
Thanks to YouTube Shopping it will be possible to connect a Shopify store to a YouTube channel with a few simple steps.
Creators who choose to connect online shops will be able to show products through their channel and benefit from Shopify's real-time inventory synchronization that will guarantee viewers an always updated inventory, without incurring unpleasant sold out.
YouTube Shopping is the next generation of sellers
"We believe creators are the next generation of merchants, and YouTube has been a long-time leader in powering this new cohort of entrepreneurs." Kaz Nejatian, VP of Product at Shopify.
That of YouTube Shopping, like the others mentioned above, are sales methods that are daughter of ecommerce that create new connections between the figure of the creator and the products he chooses to promote, increasing the importance of choosing the perfect creator for a brand and , to this, inextricably linked.
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