Updated: Jan 17, 2023
Introducing livestream shopping, the latest trend shaking up ecommerce in 2021.
Over the past year shopping habits have changed drastically. The pandemic threw us into a "storeless" economy in which simply visiting a retailer for product advice was impossible. As a result, brands have had to think digitally to find innovative ways to connect with customers to sell online.
Shoppable video streams have provided a welcome solution to digital customer disconnect. In fact, live videos hold viewers attention 10-20x longer than pre-recorded, on-demand content. The immersive, personal, real-time experience allows customers to shop live and brands to sell lots of products fast. Just check out China, they have been using livestream shopping for years with 265 million Chinese customers purchasing from livestreams in 2020. Even Kim Kardashian has jumped on the trend with Chinese influencer Viya Huang, selling 15,000 bottles of perfume in minutes.
Gradually, more and more brands internationally are using interactive video platforms like Smartzer to allow their customers to shop live on streams. Here are some of the top shoppable video streams of 2021 so far!
ZacZess X Smartzer: harnessing the power of shoppable livestream!
Swedish equestrian wear brand, ZacZess, used livestream shopping to its full potential with Smartzer's platform.
Firstly, the brand uploaded the products they wanted to display to the Smartzer player via SKU. They then built a shoppable carousel alongside for the viewers to click and browse as the video played. Following this, the player was connected to ZacZess's streaming platform using the stream key and RTMP link. The brand then went live with customers able to comment and speak to the hosts via a chat room.
Results:
Livestream allowed ZacZess to achieve fantastic results:
67% of viewers interacted to view product details
Over 50% click-through rate to product pages from the livestream
40% of viewers commented using the chat bar
Magiclaze X Smartzer: selling through a livestream event!
German brand, Magiclaze, sells a variety of products from hoodies and sweatshirts to bead jewellery and handbags.
The brand partnered with Smartzer to create an exciting shoppable livestream event. The hosts demonstrated their products to the viewers clearly, giving them the confidence to buy. The dynamic real-time shopping experience was created in a similar way to the ZacZess stream. Product links were uploaded prior to the stream and then the player was linked to the streaming platform Magiclaze wished to use.
Results:
The video resulted in the following successful feature functions:
The stream featured a chat room for their customers to interact with hosts
Shoppable carousel allowed viewers to browse a variety of products without disturbing the stream
clickable popups allowed customers to shop live by adding products to their basket for purchase
Brown Thomas X Smartzer: livestream shopping, bespoke, ticketed events
Gallery: (Clockwise from top left) Max Mara, Charlotte Tilbury Live Event, Arnotts Gift Grotto, Arnotts Christmas Tree Decorating.
Brown Thomas teamed up with Smartzer to deliver an array of shoppable live events. Beauty and fashion fans could sign up for tickets and spaces on the events for a bespoke and exclusive shop live experience. The livestreams featured all star hosts such experts from Laura Mercier, Charlotte Tilbury, Max Mara, NARS and more. Customers could learn how to use the products displayed and purchase them straight from the stream. After the live videos, Brown Thomas repurposed the videos as on-demand content on their ecommerce. This means that anyone can access the streams to learn top style tips and discover new products.
Results:
Brown Thomas's events were highly successful and generated:
Average Engagement Rate = 55%
Average Click-Through Rate = 18%
View Brown Thomas's beauty masterclasses as repurposed onsite content here!
For more information on how to launch your own livestream shopping visit smartzer.com
- Apr 22, 2021
Updated: Jun 18, 2021
Smartzer helped The Hamper Emporium to create a mouth watering shoppable video to boost engagement on their ecommerce.
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In 2020, the beverage alcohol ecommerce value grew by 42% to reach US$24 billion. Now, using the power of Smartzer's interactive video platform, The Hamper Emporium created a deliciously appealing shoppable video to take advantage of this increased popularity. The viewer is transported into the immersive video as they click to explore the variety of hampers that the brand has to offer.
With summer fast approaching, why not treat yourself or a loved one to a delicious bottle of wine accompanied by gourmet snacks courtesy of The Hamper Emporium?
Execution
The Hamper Emporium used Smartzer's interactive video platform to add a clickable overlay to their video. The brand could import products off their ecommerce into the Smartzer player to tag hotspots with key information. The viewer can interact with the video to shop products and add them to their basket for purchase. The shoppable video also features a browsable carousel alongside the content. The Hamper Emporium's interactive video is seamlessly integrated into their ecommerce landing page and reflects the sleek style of the brand to attract onsite visitors and introduce them to their dream hamper.
View the shoppable video on The Hamper Emporium's ecommerce here!
Results
By implementing the shoppable video seamlessly into their landing page, The Hamper Emporium can instantly draw in site visitors and educate them about a variety of products, giving them the confidence to buy. By using Smartzer's interactive video platform they achieved:
A clickable overlay tagged with up to date product information
'Click to explore' and 'View hamper' calls to action
Browsable group popups
Browsable side carousel
Direct links to product pages
Stylish, frictionless video reflecting the brand ethos
Conclusion
With the total value of alcohol ecommerce expected to exceed US$40 billion by 2024, it's no surprise that brands like The Hamper Emporium are seeking new ways to sell their premium products to the masses. Shoppable video engages 2-3 times more than standard video and converts at up to a rate of 400%. With the alcohol and food industry moving to increasingly online formats, brands can use interactive video to reach a wider customer base, engaging them at high rates and providing them with an experience that they remember.
To find out how to make a shoppable video for your ecommerce visit smartzer.com
- Apr 21, 2021
Updated: Jun 1, 2021
Swedish Equestrian clothing brand ZacZess harnessed Smartzer's interactive video platform to deliver their first ever livestream shopping event.
In 2021, clothing brands have been searching for new ways to connect with customers globally and virtually. Jumping onto the livestream shopping trend, the ZacZess team was able to communicate and sell horse riding ware to customers in real time.
The 'mane' event, livestream helped ZacZess to present their top quality products to hundreds of viewers! The hosts modelled the clothes to clearly demonstrate the fashionable yet functional styles, giving their customers the confidence to make impulse purchases.
Execution
Using Smartzer's editor, ZacZess uploaded products that they wanted to demonstrate in their stream via SKU. They then built a shoppable carousel that featured alongside the stream that viewers could click and browse. ZacZess then connected Smartzer's player to their streaming platform using the stream key and RTMP link. Following this, the brand was able to stream allowing their customers to shop live. Smartzer's interactive video platform also includes a chat bar that allowed viewers to show their appreciation and ask the hosts questions. This successfully bridged the gap between the offline and the online.
Results:
The livestream shopping event was a success with incredible results!
67% of viewers interacted to view product details
Over 50% click-through rate to product pages from the livestream
40% of viewers commented using the chat bar
Conclusion:
ZacZess achieved phenomenal engagement results by allowing their customers to shop live with Smartzer's interactive video platform. Livestream shopping is on the rise thanks to the global pandemic as it successfully connects brands and customers in socially distanced times. The top tier results suggest that the format is here to stay.
If you want to learn more about shoppable livestream, visit smartzer.com