{"id":1517594,"date":"2023-02-07T09:14:52","date_gmt":"2023-02-07T14:14:52","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1517594"},"modified":"2023-02-08T15:59:23","modified_gmt":"2023-02-08T20:59:23","slug":"getting-started-with-live-stream-selling","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/getting-started-with-live-stream-selling","title":{"rendered":"Getting Started with Live-stream Selling"},"content":{"rendered":"<p>During the 2022 holiday shopping season, Amazon hosted many live streams promoting a wide range of products. Amazon Live Events \u2014 a form of live-stream shopping \u2014 has thousands of creators and influencers selling products.<\/p>\n<p>Live-stream selling is a proven marketing strategy. A personable host demonstrates products while shoppers can ask questions or talk about their experiences. It&#8217;s similar to QVC and the Home Shopping Network, except the audience is online.<\/p>\n<p>Live-stream shopping <a href=\"https:\/\/www.practicalecommerce.com\/will-social-commerce-disrupt-retail-in-u-s-europe\">began in China<\/a> around 2017. It has since migrated to the United States and Europe. The tactic will generate $68 billion in U.S. sales by 2026, per Coresight Research. Merchants should act now, especially those who target Gen Zs and younger shoppers.<\/p>\n<p>McKinsey Digital reports that 36% of live-stream purchases are apparel and fashion items; beauty accounts for about 8%, followed by fresh food, electronics, and home d\u00e9cor.<\/p>\n<div id=\"attachment_1517595\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1517595\" class=\"wp-image-1517595 size-large\" title=\"Example of Amazon Live livestream selling\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream-570x263.jpg\" alt=\"Example of Amazon Live livestream selling\" width=\"570\" height=\"263\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream-570x263.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream-300x138.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream-768x354.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream-1536x708.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream-150x69.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream-500x231.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/pec-amazon-livestream.jpg 1800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1517595\" class=\"wp-caption-text\">Amazon Live is home to thousands of content creators reviewing products for direct purchases.<\/p><\/div>\n<h3>New Conversion Tool<\/h3>\n<p>Live-stream selling focuses on shoppers&#8217; desire to know more about a product and their tendency to impulse buy. It provides instant answers, minimizing the guesswork.<\/p>\n<p>A well-presented live stream:<\/p>\n<ul>\n<li>Builds a community by <a href=\"https:\/\/www.practicalecommerce.com\/live-streaming-connects-with-pandemic-driven-consumers\">engaging and communicating<\/a> with consumers.<\/li>\n<li>Entices viewers to click the calls to action.<\/li>\n<li>Generates sales.<\/li>\n<li>Reduces pre-purchase support requests, including live chat.<\/li>\n<li>Lowers returns by providing essential details and answers.<\/li>\n<\/ul>\n<h3>Getting Started<\/h3>\n<p>There are <a href=\"https:\/\/www.practicalecommerce.com\/12-Apps-for-Live-streaming-Video\">four primary ways<\/a> to incorporate live-stream selling.<\/p>\n<ul>\n<li>Via social media, selling directly on that platform or linking to the online store.<\/li>\n<li>On Amazon Live for marketplace sellers (at no cost).<\/li>\n<li>On a third-party live-selling network, such as YouTube, Firework, Vimeo, and others.<\/li>\n<li>Directly from the ecommerce site using a provider, for a fully-branded experience.<\/li>\n<\/ul>\n<p>All methods require analysis and planning to determine the best for your audience.<\/p>\n<div id=\"attachment_1517596\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1517596\" class=\"wp-image-1517596 size-large\" title=\"American Girl livestream event\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/American-Girl-Live-Stream-570x382.png\" alt=\"American Girl livestream event\" width=\"570\" height=\"382\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/American-Girl-Live-Stream-570x382.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/American-Girl-Live-Stream-300x200.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/American-Girl-Live-Stream-150x100.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/American-Girl-Live-Stream-500x335.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/02\/American-Girl-Live-Stream.png 587w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1517596\" class=\"wp-caption-text\">American Girl live streamed its &#8220;Girl of 2022&#8221; event, pinning products during the feed. <em>Source: Firework.<\/em><\/p><\/div>\n<p>Costs associated with live-stream selling include:<\/p>\n<ul>\n<li>Monthly charges for hosting the events on-site, ranging from $40 to $20,000, depending on features, attendance, and more.<\/li>\n<\/ul>\n<ul>\n<li>Production expenses. A simple setup using a smartphone and ring light can run less than $50. But streaming from a professional-grade studio requires proper lighting and sound. Split-screen streaming takes additional work unless you loop through Zoom or similar.<\/li>\n<\/ul>\n<ul>\n<li>Fees to a spokesperson or influencer, which can cost more than enlisting employees to go on camera.<\/li>\n<\/ul>\n<ul>\n<li>Marketing, a must for live events. Deploy announcements via email and social media. Consider advertising, too.<\/li>\n<\/ul>\n<p>Detailed analytics are crucial for live selling. Ensure your platform or provider can track:<\/p>\n<ul>\n<li>Abandonment rate,<\/li>\n<li>Points of entry and exit,<\/li>\n<li>Viewing times,<\/li>\n<li>Chat activity, ideally by communication types, such as host questions, testimonials, images<\/li>\n<li>Viewer reactions \u2014 like, love,<\/li>\n<li>Call-to-action clicks and funnel performance.<\/li>\n<\/ul>\n<p>Also important are moderation tools, chat exports, and replay capabilities.<\/p>\n<h3>Not Too Distant<\/h3>\n<p>Livestream shopping will be an expected norm in the not-too-distant future, connecting online consumers as never before. This engaging content will be critical for ecommerce success.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Live-stream selling builds community, generates sales, lowers support requests, and reduces returns. It&#8217;s coming to the U.S. and Europe \u2014 in a big way. <\/p>\n","protected":false},"author":273,"featured_media":1517676,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58304],"tags":[],"class_list":["post-1517594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-photography",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Getting Started with Live-stream Selling - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Live-stream selling builds community, generates sales, lowers support requests, and reduces returns. 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