TechnologyBlack Friday is coming, everyone crazy for Livestream Shopping

Black Friday is coming, everyone crazy for Livestream Shopping



More than a month to go until the highly anticipated Black Friday 2021, the shopping event (online and offline) that last year alone led to purchases amounting to 1.5 billion euros, worldwide sales have instead exceeded 4.8 billion dollars. AND t
Among the novelties of this new edition, Livestream Shopping has also arrived in Europe, a phenomenon that this year alone in China has generated 300 billion dollars, growing by + 85% compared to the previous year. Livestream Shopping, in fact, has been growing strongly in Asia and the USA for some years and is now spreading also in Europe, helping brands and retailers to connect with users through live streaming videos directly on the eCommerce site, on the marketplaces. or on social channels.

One of the first realities to bring this new type of shopping to Italy is the newborn Marlene, the new B2B platform of Livestream Shopping developed by Flyer Tech, the innovative SME specialized in Digital Advertising and already creator of Transactionale. With the beginning of November and the approach of Black Friday, this opens a season full of opportunities for shops. P.

To understand how live streaming affects sales this season just look to China where the event, and the race to buy that characterizes it, are anticipated by Singles’ Day. The festival, launched by Alibaba, and held every year on November 11, is now one of the main commercial events in the country, comparable to Black Friday in the US and other Western countries. And, for some years now, live streaming has been driving sales on this occasion.

In 2020, the presale campaign on Ailibaba’s Taobao Live streaming platform generated $ 7.5 billion in the first 30 minutes, marking a 400% increase in sales compared to the same period in the previous year. Every year, during Singles’ Day, numerous streamers and influencers use this channel to sell online, recording remarkable numbers in terms of views and conversions. During a live on Singles’ Day 2019, streamer Viya Huang has sold products worth over 3 billion yuan (about 400 million euros). The same year, in a live held with Viya on the occasion of the launch of her fragrance in China, influencer Kim Kardashian reached 13 million users and sold 150,000 bottles of perfume. On the first night of the 2020 festival, streamer Austin Li reached 140 million users and sold 10 million products worth nearly 4 billion yuan.

“For shops that are preparing for Black Friday, focusing on live streaming represents an excellent opportunity to increase the Customer Base and sales through the creation of shopping shows capable of entertaining and involving the audience “explains Marianna Chillau, CEO and co-founder of Marlene and Transactionale, as well as President and founder of 4eCom, the association of digital solutions in the world of e-commerce.

“The success of Livestream Shopping in China and the extraordinary numbers obtained by Singles’ Day – he continues – are a clear signal of how to sell today it is essential to create immersive experiences and to cultivate a nourished and loyal community to the shop“.” An element that – adds Chillau- is obtained only by cultivating valuable relationships with one’s user base and connecting with it directly, which is exactly what Livestream Shopping aims to do, adding a third dimension to online shopping. which we could also call the human side of eCommerce “.