Live shopping has been hailed as the future of e-commerce, offering retailers, brands, and digital platforms a new channel with enormous scope for creating markets via social media live streams media. While live shopping has proven impactful in several ways, sustainable fashion brands have yet to leverage its potential.
What is live shopping?
In its typical format, a live shopping event merges online shopping and entertainment, allowing consumers to participate with sellers on screen and instantly purchase products. The live stream events would typically require a rep from a brand to offer tips and training about a product or answer live questions about the business and its operations, which will serve as an opportunity for sustainable and circular businesses to engage conscious consumers or consumers looking to learn more about sustainability.
Major brands are getting in on it to find out what the deal is all about. Last year, eBay launched a live commerce pilot program, eBay Live, to keep up with the changing e-commerce landscape and offer consumers and businesses another way to connect. More and more international labels are adopting live commerce into their strategies in 2023 because it has been proven impactful in several ways.
Market Data
Market research demonstrates that live video has developed into a potent tool for organisations aiming to engage their audience, foster loyalty and trust, and increase e-commerce sales. Global live commerce sales are anticipated to increase from $60 billion in 2019 to $171 billion in 2023, per a recent analysis by Coresight Research. This demonstrates live streaming’s rising significance in the e-commerce sector.
Live shopping is a crucial marketing tactic for 2023 that sustainable fashion manufacturers may use to their advantage in various ways.
Immersive shopping experience
Sustainable fashion brands can leverage live shopping to educate consumers about their sustainability credentials. They can communicate their values, ethics, and sustainability practices while building a more meaningful relationship with their customers. Through live commerce, brands can speed up product discovery, ordering, and delivery processes while ensuring an engaging experience.
The interactive nature of live streaming allows consumers to weigh in on their shopping experiences, providing sustainable fashion brands with direct feedback to create more relevant and engaging video content and allowing viewers to shape their shopping journey.
Competitive Advantage
Live shopping also facilitates more meaningful customer relationships contributing to loyalty and retention. By leveraging the power of live shopping, sustainable fashion brands can differentiate themselves from their competitors and build a loyal customer base. They can showcase their products in action, giving customers a better idea of how they look and fit. They can explain the process of making each piece, including the environmental impact of their practices, which ultimately highlights authenticity and transparency. This is particularly important for sustainable fashion brands, as customers are often interested in the quality and durability of the materials used and regulators who are interested in eliminating greenwashing.
Storytelling
Storytelling is a powerful marketing tool that allows brands to connect with their customers on a deeper level. By telling their stories, sustainable fashion brands can communicate their values, ethics, and sustainability practices to their customers, building a more meaningful relationship with them. According to a report by Harvard Business Review, “Storytelling is the most powerful way to put ideas into the world today.” Sustainable fashion brands especially have an opportunity to leverage live shopping to tell their stories and engage their customers in a way that traditional e-commerce platforms cannot.
Live Video Shopping Providers
A few live video shopping providers can help sustainable fashion brands tell their stories in real-time, such as Bambuser, Fillip, Ntwrk, and Buywith. These providers offer a range of features, including live streaming, chat, and product showcases. They can also help brands build a community around them and give them the tools to engage with their customers in real-time.
In Conclusion
In order to engage with customers in real-time, showcase their products in an immersive way, tell their stories, and establish their brand reputation, fashion brands and designers, resellers, charities, and vintage retailers can all benefit from using Fillip, a live shopping platform that is committed to sustainability. In order to improve customer engagement, boost conversion, and boost sales in 2023, sustainable fashion firms require live video shopping suppliers like Fillip. This is because customers are becoming more and more interested in eco-friendly, ethical, and socially responsible fashion options.