Livestreaming: The Future of eCommerce

This PSFK report on Livestreaming and eCommerce details how this emerging channel is becoming the most important aspect of digital retail and how it’s being used to create engaging customer experiences that drive sales.

Executive Summary

Livestream commerce is quickly becoming a key channel for brands and retailers to build consumer engagement and drive sales. Our latest report provides valuable insights and guidance for senior executives in retail and brands on how to effectively leverage livestream commerce.

Discover the forces driving the rise of this innovative format, the motivations behind why brands are experimenting with it, and how to connect with target consumers. Learn about the role of social media apps and younger consumers in shaping modern commerce, the importance of community and entertainment, and how to integrate these features to enhance customer acquisition, activation, and retention. Download the report now and unlock the potential of livestream commerce for your brand or retail operation.

Report Overview

Livestreaming is rapidly changing the retail industry, and this report provides insights and guidance to help brands effectively leverage this emerging channel. The report explores the drivers behind the rise of livestream commerce, including the role of social media apps and younger consumers in shaping modern commerce. It also examines the motivations of brands experimenting with this format and provides guidance on how to effectively connect with target consumers through livestream commerce.

The report emphasizes the importance of community and entertainment in modern commerce and provides practical advice on how to integrate these features to enhance customer acquisition, activation, and retention. It also offers guidance on the smartest ways to invest in this emerging channel, including the potential impact of influencer marketing and monetization in livestream commerce.

Overall, this report is aimed at senior executives in retail and brands who want to build consumer engagement and drive sales through livestream commerce. As this channel continues to grow in popularity, it is essential for brands to understand how to effectively engage with their target customers and maximize its sales-generating potential.

Exclusive Survey Results

• 26% of respondents prefer to view livestream content on a brand’s own website or app, while 25% prefer social media channels like TikTok and YouTube, and 24% head to marketplaces like Amazon and Etsy.
• Only 2% of US adult consumers are currently seeking out shoppable livestreams on gaming and entertainment platforms like Twitch, Roblox, and Minecraft.
• Consumers appreciate the ability to interact with hosts in real-time and receive personalized recommendations, with many citing this as a key advantage of livestream shopping.
• Product discovery and research is a primary driver of livestreaming adoption, with many consumers turning to video content and livestreams to gain deeper insight into products and make more informed purchasing decisions.
• Authenticity and expertise are highly valued by consumers when it comes to choosing livestream hosts, with many preferring knowledgeable and trustworthy hosts over celebrities or employees.

What You’ll Learn From This Report

• The factors driving the rapid growth of livestream commerce
• How brands can leverage livestreaming to improve customer engagement and offer a modern shopping experience
• The importance of providing an entertaining and convenient shopping experience to customers
• Strategies for effectively engaging with target consumers through livestream commerce
• The role of social media apps and younger consumers in shaping modern commerce and how brands can adapt
• How community and entertainment features can enhance customer acquisition, activation, and retention
• Guidance on investing in livestream commerce and maximizing its sales-generating potential
• The potential impact of influencer marketing and monetization on livestream commerce, and how brands can effectively use these tactics

Who Prepared This Report?

This report on NYC retail was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Meta, Google, Microsoft, Samsung and Volkswagen.