Almost Half of Consumers Participate in Live Shopping: Key Insights and Opportunities for Brands

VTEX, a leading composable and complete commerce platform for premier B2C and B2B brands and retailers, has released new research on live shopping and the evolving consumer experience. The survey, conducted among 1,000 U.S. consumers aged 18 and older, reveals that 45% of respondents have browsed or purchased from live shopping events in the past year, underscoring a growing interest in this format.

“The findings highlight that U.S. consumers are engaged and ready for live shopping,” said Dani Jurado, Executive Vice President of North America at VTEX. “Our experiences with B2B corporate buyers align with these trends, presenting a broader opportunity for brands in both sectors to capitalize on.”

As brands and retailers explore ways to connect with modern consumers, the survey emphasizes the need to integrate live shopping and video commerce into sales strategies.

Key Insights for Brands and Retailers:

1. Rising Popularity of Video Commerce and Live Shopping:

  • 45% of respondents have participated in live shopping events on platforms like Poshmark and Amazon in the past year.
  • 61% have browsed or shopped on social video commerce channels like Facebook Live, TikTok Shop, YouTube, or Instagram Reels.
  • Gen Z leads the way, with 83% shopping video content on social platforms, while millennials (58%) are the largest demographic participating in live shopping.

2. Men Lead in Live Shopping Engagement:

  • 48% of men have engaged in live shopping, compared to 42% of women.
  • 31% of men value discovering new products through live shopping, and 20% would participate daily if available.

3. Frequent Social Commerce Participation:

  • 66% shop on platforms like Facebook, TikTok Shop, and Instagram Reels at least once a month, with 32% doing so multiple times a week.
  • While live shopping participation is lower (12% monthly, 11% weekly), 55% indicated they would shop via video if events were more consistently available.

4. Lack of Awareness:

  • 38% of consumers are unaware if their favorite brands offer live shopping or video commerce events, highlighting the need for brands to better market these opportunities.

Jurado notes that live shopping offers both B2C and B2B brands a way to boost product awareness and engagement through personalized experiences. As brands plan for holiday seasons and 2025 sales, VTEX advises consistency in delivering seamless and engaging live shopping experiences.

“More than half of consumers said they would shop through these channels if consistently available. Focus on delivering a technically flawless experience, and success will follow,” added Santiago Naranjo, VTEX’s Chief Revenue Officer.

Live shopping and personalized interactions are part of the growing trend VTEX calls “concierge commerce,” where buyers seek more direct connections with brands. To explore this trend and learn how to integrate video commerce into your strategy, visit VTEX’s website.

Survey Methodology:

This online survey was conducted by VTEX and fielded by Dynata in August 2024. It includes 1,000 U.S. adult panelists, ensuring demographic representation for gender, age, and region.

About VTEX:

VTEX (NYSE: VTEX) is a composable commerce platform that enables brands to modernize their tech stack, delivering flexibility and efficiency. Trusted by over 2,600 B2C and B2B customers, VTEX powers more than 3,500 online stores across 43 countries, including brands like Carrefour, Colgate, and Sony.

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