Not everyone has soured on livestream commerce: Even though livestream shopping has yet to resonate with most consumers, several retailers continue to look for ways to leverage the channel.
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Fanatics later this year plans to launch Fanatics Live, which will feature digital content creators and influencers who trade cards. Those watching will be able to obtain cards through the Fanatics Live app or website.
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Walmart and TalkShopLive aim to position livestream shopping as a form of entertainment by recruiting celebrities such as E! News hosts to attract viewers.
- Meanwhile, YouTube last year partnered with Shopify to launch an integrated livestream shopping platform.
The big takeaway: It is easy for US retailers to be enticed by the huge livestream sales numbers in China. However, just as super apps have failed to take hold in the US, so too has livestream shopping.
- Livestream shopping, to date, simply hasn’t been compelling to the majority of US consumers. While that may change, retailers (and platforms) may find more success leaning into more proven social commerce tools.
Go further: Read our Social Commerce Forecast 2022 report.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.