蘑菇AV

Livestream gaming viewership strongly skews younger. More than 80% of both Gen Z (ages 18 to 25) and millennial gamers have watched livestreamed games. Sources. Comscore Inc. Rainmaker.gg. StreamElements. The Information.

The company will begin hosting 鈥淶ara Streaming鈥� live shopping shows for shoppers in the US, the UK, Canada, and select European markets 鈥渋n the coming weeks,鈥� CEO 脫scar Garc铆a Maceiras said. Zara will also launch its Pre-Owned platform in the US at the end of October, which will let American shoppers resell, donate, or repair their used garments.

Not only is Amazon implementing numerous initiatives鈥攊ncluding livestream commerce, a social shopping feature, and a TikTok-like content feed鈥攚ith the aim of making shopping on its platform more fun, but it鈥檚 also planning to launch a budget marketplace to compete directly with the new wave of Chinese ecommerce platforms.

More than 80% of US adults did not participate in a shoppable livestream last year, per a December 2022 Morning Consult survey, including 62% of adult Gen Zers. Most people, including Gen Z, don鈥檛 want to check out using a social platform鈥檚 native tools: 蘑菇AV three-quarters of US social shoppers ages 16 to 24 preferred to buy a product on a brand site, per an October 2022 SimplicityDX survey.

Fanatics Inc. plans to roll out Fanatics Live, a livestream shopping experience, in the US later this year, and companies such as Walmart and TalkShopLive are recruiting celebrities to attract livestream shopping viewers. The big takeaway: It makes sense for Qurate to experiment with livestream and video content aimed at younger consumers.

A long way to go: While many retailers are optimistic that the livestreaming commerce trend sweeping China will soon replicate itself in the US, that day could be a long way off. Just 14% of US adults have made a purchase from a livestream shopping event, per an August survey by Bizrate Insights conducted for Insider Intelligence.

Livestreaming commerce is still outperforming everything else. China鈥檚 version of livestream commerce has taken the world by storm since 2020. Although growth is now slowing, sales will still increase by a standout 35.0% this year.

But even with those advantages, only a minority of users currently engage with livestreams on the platform, per The Information鈥攚hich doesn鈥檛 bode well for the rest of the field.

TikTok Shop will give livestreaming commerce a glimmer of hope: While US consumers haven鈥檛 been sold on livestream shopping, TikTok has been aggressively pushing TikTok Shop videos into users鈥� For You pages, with shopping livestreams also thrown into the mix.

Nearly half (46%) of consumers are interested in livestream shopping events, according to a survey by Agora. Unsurprisingly, younger shoppers are more receptive to the format, with 61% of respondents under the age of 55 expressing interest.

Our forecast defines US shoppable media buyers as digital consumers who, after engaging with online media content that has immediate purchase options, take actions like clicking through a call-to-action link on a livestreaming video or scanning a QR code on a connected TV.

The company partnered with creator commerce platform Amaze to give more merchants the ability to sell products via livestream and TikTok Shop. TikTok is also signing deals with third-party logistics providers to expand its warehousing and fulfillment capabilities, per The Information.

Is there a future for livestream shopping in the US? Jasmine Enberg, principal analyst: 鈥淚 don鈥檛 see a world in which livestreaming is going to become as big [here] as it is in China, at least not in the near future. I do think that consumer behavior is just so incredibly different here in the US than it is in China.

Quick consumer adoption of new technology has been a hallmark of China鈥檚 digital economy; think mobile payments, online shopping, super apps, and livestreaming ecommerce. In 2024, tech companies will launch an exuberant number of AI applications, but only those that offer true value to consumers will survive. Asia-Pacific offers the metaverse a second life.

It鈥檚 also been bullish on livestream commerce, using its relationships with creators to try and speed up adoption in the US. 鈥淭ikTok was one of the biggest, strongest, most visible proponents behind social commerce and livestream shopping,鈥� said our analyst Max Willens. 鈥淭hey were investing tons of money into trying to encourage adoption in Western markets.

Over half (52%) of US adults are either uninterested in or unaware of livestream shopping, per The 蘑菇AV Ecommerce Survey conducted by Bizrate Insights.

It鈥檚 a fun experience, said Canaves, and 鈥渢he rollout of TikTok Shop is putting creators front and center, empowering them to become the next breakout stars of livestreaming, for example.鈥�. The company may look to draw on the success of Douyin in China, which saw a boost not only in ecommerce sales, but also service sales such as food delivery and travel bookings, as a result of shoppable livestreams.

Livestream shopping hasn鈥檛 taken off in the US. Less than a quarter (23%) of US livestream viewers buy products via live shopping shows, according to Coresight Research. While a slightly higher number of viewers buy products recommended by the host (29%) or buy the featured products after the show (34%), it鈥檚 still a low percentage making purchasing actions.

Livestream platforms like TalkShopLive can also help brands take advantage of live events like concerts or sporting events. Kate Hudson recently hosted a shoppable concert on TalkShopLive with Rolling Stone to promote her debut album 鈥淕lorious.鈥�.

More than half (54.4%) of US adults are uninterested in livestream shopping, per our April 2023 survey conducted by Bizrate Insights. Even among the 18-to-34 age group, lack of interest remains high at 47.1%.

Livestreaming is where video and gaming overlap. Game streaming has taken off in the past decade. This year, 31.6 million people in the US will watch esports at least once per month. Twitch, used to watch non-esports gaming content as well as non-gaming content, will boast 35.3 million users this year.

Global prestige beauty brands have leaned heavily into well-developed digital channels that drive online sales, working with leading ecommerce platforms, participating in major online shopping festivals such as Single鈥檚 Day, and partnering with top influencers and celebrities on livestreaming. To see the full forecast, click here.

TikTok is also taking the opportunity to promote its live-shopping feature with livestreams from brands like Benefit Cosmetics and COOLA, as well as popular creators including simplymandys and Stormi Steele. A smart play: The event is a savvy move from TikTok as it tries to become a more important ecommerce player and protect itself from a potential ban.

Its highest-profile moves include partnering with Shopify last year to allow creators and merchants to sell products on their channels, expanding livestream shopping capabilities, and adding shopping features to YouTube Shorts. YouTube鈥檚 efforts come at a time when TikTok is moving aggressively to build up a major social commerce platform.