VTEX, a comprehensive commerce platform catering to premier B2C and B2B brands, has released new research highlighting consumer engagement with live shopping. The survey, which involved 1,000 U.S. consumers aged 18 and older, found that 45% have browsed or made purchases during live shopping events in the past year, showcasing a strong and increasing interest in this format.
“The results indicate that U.S. consumers are not only ready for live shopping but are actively engaging with it. Notably, our experiences with B2B buyers mirror these consumer trends, presenting a significant opportunity for brands across both sectors,” said a VTEX representative.
As brands seek effective ways to connect with today’s consumers, the survey underscores the necessity for integrating live shopping and video commerce into sales strategies.
Key Findings:
- Growing Popularity of Live Shopping:
- Nearly half (45%) of respondents reported participating in live shopping events on platforms like Poshmark or Amazon in the past year.
- A significant 61% have explored or shopped on social video commerce channels such as Facebook Live, TikTok Shop, YouTube, or Instagram Reels.
- Generational Insights:
- Gen Z leads with 83% engaging with video content on social platforms, while millennials represent the largest group (58%) participating in live shopping. Brands targeting these demographics should assess their current engagement strategies.
- Gender Dynamics:
- Interestingly, men are more engaged in live shopping, with 48% reporting participation compared to 42% of women. Among men, 31% value discovering new products through this medium, and 20% would join daily live shopping events if available.
- Frequency of Engagement:
- Across demographics, 66% shop on social platforms at least once a month, with 32% doing so multiple times a week. However, only 12% shop via live events monthly, and 55% would engage more frequently if these events were consistently offered.
- Awareness Gaps:
- A notable 38% of consumers are unaware if their favorite brands offer video commerce or live shopping, indicating a significant marketing opportunity for brands to raise awareness and engage potential participants.
“Through our partnerships with enterprise B2C and B2B brands, we’ve witnessed how lucrative live shopping can be, boosting awareness for new products and promotions,” stated Dani Jurado, Executive Vice President of North America at VTEX. “The survey findings reveal that U.S. consumers are eager for live shopping, aligning with our B2B experiences and indicating a broad opportunity for brands.”
As brands strategize for the holiday season and beyond, live shopping presents a valuable growth opportunity. “For those hesitant to enter the live shopping arena, consistency is vital. More than half of consumers would participate if it were offered regularly. Focus on delivering seamless and engaging experiences rather than striving for viral success,” added Santiago Naranjo, CRO at VTEX.
Live shopping, along with personalized experiences, is part of a rising trend where consumers seek closer connections with brands, a phenomenon VTEX refers to as “concierge commerce.” For more insights on integrating video commerce into the buyer’s journey, visit VTEX.
Survey Methodology:
This online survey was commissioned by VTEX and conducted by Dynata, a global market research firm, in August 2024. The survey sampled a diverse group of 1,000 adult panelists in the U.S. to ensure national representation across gender, age, and region.
About VTEX:
VTEX (NYSE: VTEX) is a composable commerce platform designed to enhance efficiency and reduce maintenance for organizations modernizing their technology stack. VTEX empowers brands, distributors, and retailers with unmatched flexibility and comprehensive solutions, trusted by 2,600 global customers including Carrefour, Colgate, and Sony, operating 3,500 active online stores across 43 countries as of FY 20
