Amazon isn’t the only company testing this type of hawker with American audiences. Instagram allows certain influencers to sell products on-stream directly through Instagram Shopping. Facebook has made similar moves with small businesses this year. TikTok streamed a shopping event with Wal-Mart. And both Estée Lauder Company and L’Oreal Group host live broadcasts for some of their beauty brands.
“Everyone is thinking about this,” said Mark Yuan, co-founder of And Luxe, a New York-based live ecommerce consulting firm. “But they are rushing there because of the pandemic. Before they have a choice. Now they have no choice.
Mr. Yuan and Zoe Zhang started And Luxe to help bring Western brands to China but have recently seen an increase in inquiries from Western companies trying to participate in e-commerce live streaming. . So far, no American company has owned it, Yuan said. According to him, success requires more than just adding video to the ordinary e-commerce experience. What is needed instead is a mix of content that is not tied to shopping but can attract new viewers, limited time deals, and even session-specific products. live it. That applies to all major tech companies trying to expand their audience.
“If they want to be an e-commerce live-streaming market,” said Yuan, “they’ll have to change a lot.”
While e-commerce live broadcasts are still a niche business in the US, they’re big business in China, where they lead about 9% of the $ 63 billion live market. country route. Kim Kardashian West joined the stream of famous influencers in China and sold out her fragrances within minutes of having 13 million followers. At least one university in China offers e-commerce live streaming as a degree. Chinese retailers have also innovated during the pandemic shutdown, with more streams focusing on in-person advice and shop guidance.
But the pandemic appears to be enticing more people to experiment with Amazon Live while they’re stuck at home looking for new ways to connect. Felicia Jones, an influencer in North Carolina focused on home beauty and home décor, said last year Amazon contacted her to join the Live show. One day in November, she came out of the bathroom and planned to use a variety of hair products that she bought on Amazon when she decided to try streaming for the first time. Getting to know the app took minutes and she found herself talking to a final audience of 1,500. Now she tries to stream on Amazon regularly.
“If I don’t stream every day, I’m thinking about streaming every day,” said Ms. Jones.
According to analytics sent to her by Amazon, Ms. Jones said, her live broadcasts typically have between 1,000 and 10,000 viewers, although concurrent viewers can be in the hundreds. It was successful enough for her to hit the A-list, an internal state that gets her benefits like better video placement and more priority when it comes to support issues.