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German Consumers Hesitate to Embrace Live Shopping
As Ecommerce News informs, that this kind of shopping in Germany is experiencing a gradual uptick in adoption. Only 8% of German consumers have tried it, which involves buying products online during real-time demonstrations. This figure represents a twofold increase from 4% in 2021, indicating a slow but steady growth in the popularity of live shopping in Germany. However, despite this rise, the overall acceptance rate remains low, suggesting that this kind of shopping in Germany continues to face hurdles in becoming a mainstream e-commerce trend.
For example, Zara’s Streaming service was just made available in a number of European countries. Even though they have seen more of shopping live, most German customers are still hesitant to try it.
Looking ahead, only 21% of Germans can see themselves going to a live shopping event in the future. People between the ages of 18 and 29 are a little more interested (34% are open to the idea). Still, two-thirds of young Germans still don’t plan to use this way of shopping.
Germany is slowly starting to use live shopping, which is very different from Asia, especially China, where it is very common. There, hundreds of millions of people watch thousands of streams every day, showing that the German market has room to grow.
Frequently Asked Question
Why is live shopping more popular in Asia than in Germany?
The stark contrast between the popularity of live shopping in Asia and its lukewarm reception in Germany can be attributed to cultural differences, platform integration, consumer behavior, and market maturity. For live shopping to gain traction in Germany, retailers may need to enhance the emotional engagement aspect and create more compelling and entertaining experiences that resonate with consumers’ preferences for inspiration and interaction.
TikTok’s Role in Live Shopping Expansion
It is said that TikTok’s choice to delay the launch of TikTok Shop in continental Europe was influenced by how poorly shopping in live version has been received there. Even though the company hasn’t said for sure, Spain is likely to be the first country in Europe to open TikTok Shop before the end of the year. Other European countries will follow.
As live shopping grows slowly in popularity in Germany, stores and platforms will need to adapt to the specific needs and wants of German customers in order to get more people to connect with and follow this new e-commerce trend.
