The outbreak of the pandemic in 2020 has forced businesses to think online. To counter the fear and reluctancy of customers going into stores, the e-commerce world has gained momentum very rapidly by reinventing the online customer experience with social media at core. This is being done through livestreaming. Livestreaming is being considered as the new digital version of an old concept commonly known as online shopping through TV channels. Others even consider it as being the new version of reality TV. It is far from being purely transactional and instead takes into consideration in-person experiences.
Though introduced in 2016 in China, livestream has shown its wonders last year becoming mainstream and accessible. Livestream e-commerce generated $449.5 million in sales on 1 July 2020 alone during China’s annual shopping festival. The famous success story quoted, is the Tommy Hilfiger livestream show which attracted 14 million viewers and sold out of 1,300 hoodies in just two minutes. Following this success in China, the USA has predicted to raise $25 billion in sales through livestream shopping events by 2023.
Emporium of India, a clothing shop in Vacoas selling mostly online, has currently started hosting livestreaming events on Facebook. It has been organising thirty minutes to one-hour sessions to attract customers, during which, various products are shown with tips & advice. Customers get to interact with questions and often offered instant discounts. It is an opportunity to put a face to a name and discuss their purchases via instant messaging, not only on Facebook but also on other platforms like WhatsApp. This instant communication on two amazingly effective online platforms is immensely powerful, efficient, and effective.
Facebook has finally proved to be the most effective platform for them to reach their main business goals. They have achieved an increased acquisition of new customers, increased their brand awareness, drive conversions with leads, product enquiries and purchases as well as improved customer experiences. Moreover, up to now they have been able to differentiate their brand from others on this busy platform. Follow them on https://www.facebook.com/emporiumofindia.
Small to medium retailers have been severely mauled by the pandemic due to their vulnerability. While customers are still afraid to visit physical shops, streaming e-commerce can be a new route to market where they can create an online community to support their businesses on a longer term and grow their sales. Repeating this success in Mauritius is still a work in progress; however, as we say, every little helps to build up!