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Retail marketers invest in livestreams to establish shopping’s ‘next normal’

January 22, 2021

Millions of Americans watch live videos or shop on their smartphones every day, and more frequently over the past year, they’re doing both simultaneously as marketers experiment with shoppable livestreams. The ready availability of the technology to produce a live show and accept online orders gives marketers a way to set up their own interactive shopping channel for little cost.

Ulta Beauty, Walmart, Anne Klein and Samsung are a handful of the brands that have produced shoppable livestreams as part of their efforts to drive e-commerce sales. With many consumers avoiding stores during the coronavirus pandemic, livestreamed programming is a way to reach homebound shoppers on their mobile devices.

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