How Influencers Are Changing The Live Commerce Shopping Experience

Live commerce is not a new concept - it's a format that has been around since the launch of QVC in 1986.

However, now that we're in 2024, where traditional media has transitioned to digital media, the shopping habits of consumers have evolved.

The key difference in Live Commerce 2.0 is that brands are now armed with new tools to create a shopping experience that delivers an effortless user experience and ROI as a result.

There is hardly any digital platform or social media space that doesn't offer the option to live stream content. What makes this content consumable is the appeal of watching influencers in real-time. Influencers are now taking control of customer outreach, and many brands are using this tool to maximise ROI.

To put things in perspective, the influencer marketing sector is expected to reach $24 billion by the end of 2024.

As brands collaborate with creators to market their products, we have entered the world of influencer commerce.

Humans value the views of others. As a result, watching someone with whom people can relate to test a product can be quite appealing.

Defining an emotional connection, particularly in a live-streaming setting, is difficult. However, consider how you feel when you speak with a retail staff member. If the employee is polite, informative, and leaves a lasting image of the brand, an emotional connection forms.

Similarly, when viewers interact with live stream content, the influencer's personality can foster an emotional bond between the consumer and the streamer, even if that person has never met you.

Individuals' live commerce experiences vary according to brands. Some brands work with external influencers who interact with the public from their homes, while others consider internal experts within the industry.

Regardless of the brand's strategy, the influencer ultimately determines the brand experience. A good influencer who can tell a story can transport you into thinking about how you would interact with and experience the product while seeing them do so firsthand.

This results in a hyper-personalized shopping experience that makes customers feel like it's about them rather than the brand, ultimately leading the buyer further down the purchasing funnel. Let's be clear: "live" is not the same as ads.

Unlike a TV commercial or User Generated Ad, live is in real - time. This generally includes spontaneous interactions with the audience, as well as moments of interest.

These are experiences that cannot be found in regular advertising, which is what makes it so appealing to customers. A live stream has a considerably higher chance of forming a connection or bond than an advertisement, even if it is user-generated content (UGC).

The attachment built between consumers and live streamers serves as a bridge, combining good customer experiences with a strong desire to make a purchase decision.

The commerce market is shifting, and it appears that brands will be more focused on livestreaming influencers in the future. The dynamic aspect of live commerce enables for real-time interaction and production demonstrations, allowing customers to make more informed purchasing decisions.

Moreover, to increase conversion rates brands are now looking to collaborate more with micro-influencers. According to studies smaller influencers with fewer followers are better at closing sales and have higher conversion rates – more than double the rate of mega influencers.

For instance, YouTube micro-influencers have a conversion rate of 0.5% whereas mega-influencers have a conversion rate of 0.2%.

Quivr, a coffee manufacturer, has seen significant results from selling their products on Amazon Live.

Ash Crawford, co-founder of Quivr, hosted his first live video from his own backyard. He merely talked about the brand and its products for an hour. In the 24 hours following the session, brand sales increased by 150%.

Since then, Quivr has hosted many more live shopping events.

Live shopping, like any other marketing channel, serves as a tool to make money.

To assess whether planning, advertising, and executing a live shopping event is worthwhile, you must have clear e-commerce KPIs to measure its performance.

Wayfair made its debut into live shopping back when they carefully picked 12 influencers to bring their products to life. By hosting live events like Way Day and cooking workshops, influencers were able to deliver a unique product experience for the brand.

Their live stream collected 185K views and 29.2M impressions, indicating that the tactic struck a chord with many people.

Perhaps live shopping is still something fresh, but it is a powerful tool that many companies use to connect with their customers.

This is especially true for Bloomingdale's, which has held over 50 live shopping events with influencers to foster confidence and loyalty.

In one recent live stream, consumers joined in to witness expert Maya discuss the benefits of Bloomingdale goods and share her observations and advice.

Maya's interaction with the audience made buyers feel appreciated and recognised, resulting in over 50 products (each worth $63) being added to their baskets throughout the 25-minute live shopping event.

The rise of influencer commerce is not a mystery.

Customers are increasingly looking for greater connection, more value from their products, and a more immersive experience with brands, which live shopping can give.

Since influencers are observed in their natural setting, this provides an authentic experience, which leads to conversions.

The authenticity, conversions, and personalized shopping experience associated with influencer commerce fosters trust, loyalty, and sales. If you’re a brand, consider using a live stream hosted by an influencer to increase engagement and revenue.

Naturality Digital is not only a specialist in this field, but we also know how to use influencer commerce to raise brand growth and increase customer engagement.