Live Shopping

Live Shopping is a marketing strategy where a host, usually an influencer or celebrity, promotes a product through a live video. Similar to home shopping television shows in which an individual demonstrates how to use an item, the interaction between the host and the audience takes place entirely live, as the name suggests. Gamified content, including promotions and prizes, is typically offered to audiences throughout a live stream, but only for a limited duration. Livestream shopping is particularly effective because of the sense of urgency created by scarcity or limited availability. What’s more, the larger the audience, the greater the fear of missing out on a potentially good deal.