Live shopping, the fusion of live streaming and e-commerce, has revolutionized the way consumers interact with brands and products online.
Originating in China, this phenomenon has rapidly expanded to Western markets, including Europe and Italy, offering businesses innovative avenues to engage with customers and drive sales.
A notable entrant in this space is Bazr, an Italian platform that emulates the TikTok-style format, bringing a fresh perspective to live shopping.
THE EVOLUTION AND IMPACT OF LIVE SHOPPING
Live shopping combines real-time video streaming with online purchasing, allowing consumers to view products, ask questions, and make purchases during live broadcasts.
This method creates an interactive and immersive shopping experience, bridging the gap between physical and online retail.
In China, platforms like Taobao Live and Douyin (TikTok’s Chinese counterpart) have pioneered this trend, integrating social media with seamless e-commerce functionalities.
This synergy has led to a significant boost in sales, with live shopping becoming a mainstream retail channel. The success in China has spurred interest globally, with European markets beginning to adopt and adapt this model.
LIVE SHOPPING TRENDS IN EUROPE
Europe’s e-commerce landscape has seen a steady rise, with the market reaching a value of over €600 billion in 2020, marking a 12% annual growth. This growth is complemented by an increasing interest in live shopping.
A survey conducted across Poland, Spain, France, and the United Kingdom revealed that over 40% of consumers expressed interest in purchasing electronics through e-commerce livestreams, while 34% were inclined towards fashion shopping via social media live streaming.
The United Kingdom stands out with a high e-commerce penetration. In 2023, the UK’s B2C e-commerce sector achieved a turnover of €249.4 billion, with 89% of internet users making online purchases. Although there was a slight 5% decline from the previous year, a 7% recovery is anticipated in 2024, underscoring the market’s resilience.
ITALY’S EMBRACE OF LIVE SHOPPING
Italy has been progressively embracing digital commerce. In 2023, approximately 47.1% of Italian internet users made weekly online purchases, reflecting a growing comfort with e-commerce platforms.
This digital shift has paved the way for innovative shopping formats, including live shopping.
A study titled “Live Shopping: la rivoluzione dell’e-commerce,” conducted by Nielsen for Bazr, highlighted that 58% of Italian respondents were aware of live shopping, and 49% expressed interest in using it in the future.
The interactive nature of live shopping appeals to Italians, with 39% appreciating the ability to interact in real-time with presenters, be they influencers, experts, or celebrities.
BAZR, ITALY’S TIKTOK-STYLE LIVE SHOPPING PLATFORM
Bazr has emerged as a pioneering platform in Italy’s live shopping scene, offering a TikTok-like experience.
Through live sessions, sellers present products, respond to real-time questions, and offer exclusive discounts, creating an engaging shopping environment. This format not only showcases products but also builds a sense of community among viewers.
The platform’s design caters to a younger demographic, particularly those aged between 25 and 34, who seek immersive and interactive shopping experiences.
Bazr leverages the popularity of short-form video content, integrating it seamlessly with e-commerce functionalities, thus aligning with contemporary content consumption trends.
STRATEGIES FOR BUSINESSES TO LEVERAGE LIVE SHOPPING
For businesses aiming to capitalise on the live shopping trend, several strategic approaches can be adopted:
Integrate live shopping into existing platforms
Utilise social media platforms like Instagram and YouTube, which offer live shopping features.These platforms allow brands to host live streams where products can be showcased, and purchases can be made directly during the broadcast.
This approach leverages existing user bases and familiar interfaces.
Enhance interactivity
Encourage viewer participation through Q&A sessions, polls, and live demonstrations. This engagement fosters a community feel and keeps viewers invested in the session, increasing the likelihood of conversions.
Collaborate with influencers and micro-influencers
Partnering with influencers can amplify reach and credibility. In Italy, micro-influencers, who have smaller but highly engaged followings, have proven effective in reaching niche markets.
They often generate higher engagement rates compared to macro-influencers, making them valuable partners in live shopping initiatives.
Develop proprietary platforms
Creating a dedicated live shopping platform allows businesses to have complete control over the user experience and data collection. While this requires significant investment, it enables brands to tailor the platform to their specific needs and build a unique brand identity.
Offer exclusive promotions
Providing time-sensitive discounts or limited-edition products during live sessions can create a sense of urgency, encouraging immediate purchases.
This strategy leverages the real-time nature of live shopping to drive sales.
CHALLENGES AND CONSIDERATIONS
While live shopping offers a powerful way for businesses to engage with consumers and drive sales, it also presents challenges that must be carefully managed to ensure long-term success. One of the most critical aspects is content quality.
High production standards are essential to maintain professionalism and captivate viewers. Poor audio and video quality can make the event seem unpolished and unreliable, ultimately damaging the brand’s reputation.
Investing in proper lighting, clear sound, and a well-structured presentation enhances the experience and ensures that audiences remain engaged.
Beyond the technical execution, timing and scheduling play a crucial role in maximizing the effectiveness of live shopping events.
Identifying the right time to go live requires an understanding of audience behavior, including peak online activity and shopping habits. Selecting optimal time slots allows businesses to reach potential customers when they are most likely to interact and make purchases, ensuring greater impact and higher conversion rates.
Equally important is regulatory compliance, as the growing prominence of live shopping has led to increased scrutiny from consumer protection agencies. Brands must operate with full transparency, clearly disclosing product pricing, promotional offers, and any partnerships with influencers.
Failure to comply with advertising standards and consumer protection laws can lead to legal consequences, but more importantly, it can undermine consumer trust. Being upfront about costs, authenticity, and product details not only ensures legal security but also strengthens brand credibility in the long run.
To assess the true impact of live shopping, businesses must adopt a structured approach to measuring success. Evaluating performance is not just about sales figures but also about audience engagement and brand loyalty.
Understanding how long viewers stay engaged during a session, how actively they interact with presenters, and whether they return for future events provides valuable insights into the effectiveness of the strategy.
The conversion rate, which reflects the percentage of viewers who complete a purchase during or after a live session, is a key indicator of whether the content and product offering resonate with the audience.
Additionally, tracking returning customers who participate in multiple live events helps gauge the effectiveness of the brand in fostering a loyal community.
Beyond engagement, analyzing revenue generated through live shopping in comparison to traditional e-commerce channels helps businesses determine its overall profitability and refine their approach accordingly.
Successfully navigating these challenges requires a combination of technical excellence, strategic scheduling, regulatory awareness, and data-driven refinement.
Businesses that invest in high-quality content, optimize their timing, ensure compliance, and continuously evaluate their performance will be best positioned to capitalize on the potential of live shopping in an increasingly competitive digital marketplace.
THE FUTURE OF LIVE SHOPPING IN EUROPE AND ITALY
The live shopping trend is poised for significant growth in the coming years as consumer behaviors continue to evolve, driven by technological advancements and shifting retail dynamics. Several key developments are expected to shape its future, making it an increasingly dominant force in the e-commerce landscape.
One of the most transformative factors will be the integration of artificial intelligence and personalization.
AI-driven recommendation engines will become more sophisticated, analyzing user behavior in real-time to suggest products that align with individual preferences.
This level of customization will not only enhance the shopping experience but also increase conversion rates by presenting consumers with highly relevant products during live sessions.
Another game-changer is the adoption of augmented reality (AR) in live shopping. Some brands have already begun incorporating AR features, allowing customers to virtually try on clothes, test makeup, or visualize home decor before making a purchase.
This innovation will be particularly beneficial in industries such as fashion, beauty, and interior design, where seeing a product in action is crucial for decision-making. As AR technology continues to advance, its integration with live shopping is expected to become more seamless and widespread.
At the same time, cross-platform expansion is reshaping how brands engage with consumers. As major social media platforms like Instagram, YouTube, and TikTok continue to invest in live shopping features, businesses will need to refine their strategies to optimize content across multiple channels.
This multi-platform approach will be essential for brands looking to maximize their reach and tap into different audience segments.
Instead of relying on a single platform, companies will have to create dynamic, adaptable content that works across various ecosystems, ensuring a cohesive shopping experience for users regardless of where they engage with the brand.
Beyond global players, localized platforms are also gaining traction, offering region-specific experiences that cater to cultural nuances. While Amazon and TikTok are leading the global expansion of live shopping, platforms like Bazr in Italy are carving out a niche by providing a more tailored experience for local consumers.
These platforms understand the unique purchasing behaviors of their target markets and can leverage this insight to create a more engaging and effective live shopping experience.
As a result, localized platforms may have a competitive advantage in capturing market share within their respective regions.
With these advancements shaping the future of live shopping, businesses that embrace innovation and strategically adapt to these trends will be well-positioned to thrive in this rapidly evolving digital marketplace.
SHOULD BUSINESSES INVEST IN LIVE SHOPPING?
For brands operating in Italy, the UK, and Europe, live shopping presents a lucrative opportunity.
It combines entertainment, social engagement, and commerce, creating an immersive shopping experience that traditional e-commerce cannot match.
However, success in live shopping requires a strategic approach—brands must invest in high-quality content, influencer collaborations, and data-driven optimization to maximize conversions.
Platforms like Bazr provide an exciting model for the future, particularly for businesses targeting a younger, digitally engaged audience. As the market matures, businesses that adapt early will have a competitive advantage.
Whether through integrating live shopping into existing e-commerce strategies or building proprietary solutions, companies that prioritize engagement, innovation, and customer-centric experiences will be best positioned to thrive in this evolving digital landscape.