Live Shopping
in Europe

Live Shopping in Europe: The New Must Have for Fashion and Beauty E-Commerce?

Newest study of Arvato Supply Chain Solutions on the current status of e-commerce-trends

Background Live Shopping

Live Shopping has already become a standard for online shopping in China. Moderators or popular Influencers take customers on shopping tours via live video and answer questions via chat. With on average 50,000 livestreams and over 260 million views daily, shopping streams in China will generate sales of 300 billion US dollars this year alone according to forecasts from the market research institute Coresight Research – and the trend is rising. For Europe and Germany, sales per Live Stream also offer enormous potential, enabling brands and retailers – even during the Corona pandemic – to open additional channels for increased sales and attracting new customers.

That being said, the dynamics of Live Shopping are just beginning to develop in Germany, despite the knowledge that a strategic focus on the customer and their wishes increase the conversion rate. Arvato Supply Chain Solutions has taken a look at the actual status of Live Shopping from both customer and retailer perspectives. They delve into the origin of the trend in China and Europe, its continued popularity, and the movement from television to E-Commerce – and study the results further in expert interviews. In addition to current market trends, 90 brands from the Fashion and Beauty segment were also closely researched – two branches where the visualization and fitting or use of the product have historically been of great importance. The question of premiere interest was which brands and webshops currently offer Live Events, and exactly how are these events structured. From this information, practical recommendations were derived to give companies and retailers the tools they need to tap into the new sales channel Live Shopping.