- Jan 21, 2022
Live commerce grew exponentially in 2021, with global brands such as Levi’s, Macy’s, Samsung, Aldo, Sephora, Walmart, Forever 21, Very UK and Charlotte Tilbury all implementing the format in some form or another, hosting various shoppable events throughout the year.
Having originated in China in 2016 with the creation of Alibaba’s Taobao Live, Western brands have adapted live shopping to suit their brand image and customers needs and online selling has never quite been the same since! Live shopping is set to grow even faster in 2022 and it’s here to stay. It has been estimated by McKinsey that it will make up 20% of global ecommerce by 2026.
We have collated all of our data, expertise and research to build our 2022 Live Shopping trend predictions!

1. Western markets will further adapt the format to suit different shopping habits
It is no secret that the energetic, super entertaining and slightly chaotic nature of live shopping in the East might not resonate well with every shopper around the world! This has often been the pain point for a lot of brands in the past who haven’t wanted to alienate their consumers with a format that doesn't fit their brand image (e.g luxury brands).
However, 2021 showed us that the brands who have rewritten the rules and made the format their own, are the ones who are experiencing the most success! For example; Very UK used two influencers who were friends (Binky Felstead & Ollie Locke from Made in Chelsea) to casually talk through the collection and match outfits to suit different occasions. This made the event more of a styling experience rather than a blatant selling activity. We expect to see brands adapt the concept even further in 2022, becoming more experimental & creative.
2. Live Commerce will be adopted by many more industries, and different sized brands
In the past, live shopping has predominantly been adopted by fashion brands as the format lends itself so well to styling sessions, runway shows and showcasing new product drops due to the visual nature of the products. Industries/products that require more education & demonstration such as beauty, FMCG, wellness and tech have been slower to capitalise on the trend.
However, 2022 is set to change this as different industries test the format and adapt it to their needs. The space is also becoming much more accessible, with livestream providers offering cost effective plans, meaning that smaller brands can now enter the space. This widespread adoption will make livestreaming a mainstream form of commerce that customers not only enjoy, but expect! Live shopping will also continue to be a force to be reckoned with in the fashion industry, with Business of Fashion naming it one of the Top 10 2022 Themes.
3. Scaled-up & consistent live shopping; an always on approach
Some brands have used live commerce for one-off events or for key moments in the year such as new collections, sales periods, black Friday or Christmas. Though these have been highly effective, in 2022 we expect to see brands integrate live shopping as a consistent and scaled up cog in their marketing wheels. Customers will be able to access a more constant flow of live content alongside a mixture of bigger, exclusive one-off events such as new product launches or influencer collaborations.
Tools such as Smartzer also allow brands to scale up their live commerce offering by easily enabling the creation of a seamless livestream experience that can be managed in-house by the brand, without the need to outsource to agencies. This means that brands can host live shopping events as often as they want to!
4. Brands & consumers will move away from Zoom shopping
The knee jerk panic during the pandemic from brands, stripped of the ability to connect with their customers in person, was to leverage Zoom as a way of staying connected (and growing) their communities. This was especially popular amongst beauty brands who interacted with both customers and employees on the platform by hosting training sessions, beauty masterclasses and unveiling new product launches. Although it served its purpose during the pandemic, Zoom doesn’t offer any form of shoppability to customers, unlike live shopping. Brands are now discovering how interactive, authentic and community-building live commerce can be while simultaneously boosting conversions.
Live shopping platforms can bridge the gap between content and commerce, which Zoom struggles to do.
5. Live shopping will help connecting the online and offline commerce worlds
Some brands have an amazing offline presence, with experiential in-store experiences, beautiful flagship stores, and knowledgeable & passionate store representatives. Other brands have a highly digitalized, immersive and interactive online experience. Very rarely do brands get the balance of both!
Live shopping allows brands to fuse both worlds together by leveraging their stores for online live events. Ralph Lauren collaborated with Smartzer last year to transform a video tour of their flagship store in Milan into an immersive, interactive and shoppable experience. We see this as the future of retail, with stores eventually having a dedicated area for live shopping, where in-store reps can style new collections, and even customers can join in too by trying on their favourite items! This will serve not only as a USP to bring consumers to stores, but also serve a huge purpose to the online community who can see products brought to life and shop instant links to buy.
6. Dedicated brand studios for live shopping
In 2022, we are already seeing some brands create their own in house studios for filming live content! We expect this to become the norm, with brands dedicating a space in their HQ, or hiring a live production studio to consistently create and broadcast live content. Brands can easily invite influencers, designers, experts or even consumers to come and join a live event or host in their studio every week. A series of episodes can easily be organised, produced and broadcasted all from the same place and the brand can keep a consistent theme. This may not work for every brand though; others may want to experiment with different locations and creatives!
7. Brands will become much more experimental with hosts
We envisage 2022 being the year of brands really finding their groove with live shopping and this includes testing out different hosts. Finding the right host is key to running a successful live event as they set the tone of the experience! Many brands rely on influencers to run their events (e.g. Levi’s & Very UK), which of course can be very effective especially when considering the size of the influencers social media following and how much traffic they can drive to these events.
We are also beginning to see brands leverage people from within their business to host, or co host, a livestream with great success! There is no one more educated on a product, and no one more passionate about the brand than those who work at the company itself. This is also a fantastic opportunity for businesses to connect with their community. We are now seeing the rise in UGC and community-led initiatives which will undoubtedly make a splash in live commerce.
8. Pre-recorded lives will give hesitant brands more control
Many brands aren’t quite ready to relinquish control when it comes to live events as they can be a big jump from the pre-planned and vetted nature of Instagram! With Smartzer, brands are able to pre-record livestreams so that they can ensure everything runs smoothly on the day. This is also great for brands who want influencers to film their own live event (but want to make sure it’s aligned with the creative brief), or brands who want to roll out a lot of content consistently. They can pre plan everything and broadcast on time. We see many more brands experimenting with live commerce thanks to this failsafe option!
9 Brands will create dedicated areas of their website for live shopping & shoppable content
So much time, effort and money goes into ensuring a brand’s Instagram grid is as aesthetic, engaging and relevant as possible. So why not treat your website like this? Brands can create a dedicated area of their website to live shopping which can be filled with streams, recordings, countdown clocks and info on the next episode/series. With Smartzer’s live shopping tech, brands are able to instantly download a carbon copy recording of the event complete with shoppable elements. Customers who might have missed the show or who weren't quite ready to convert can access these recordings any time any place! Data shows that up to 30% additional revenue can be driven from these recordings.
10. Live content will become much more creative & diverse
The beauty of live streaming is that there is so much scope for experimentation. There really are no rules as brands can curate their own unique experiences. We expect that in 2022 we will see brands test out different formats, from VIP invite-only live events, different filming locations, B2B selling and even in-house training. The format goes beyond selling; it is a fantastic way of educating and connecting with people! Live commerce is expected to evolve even more over the next year and as it becomes a more mainstream form of selling, businesses will explore its many benefits!
In conclusion; live shopping is fast becoming an accessible form of commerce, entertainment and education and gives brands, big or small, the opportunity to connect with their customers like never before. Its a global phenomenon thats here to stay, and brands can easily and seamlessly build it into their strategies with Smartzer’s tech.
If you would like to learn more about Smartzer, book in a demo here!
Updated: Jan 12, 2022
With 2022 upon us, we take a look back at the most inspiring and compelling pieces of shoppable content from 2021.
2021 was a whirlwind year for many brands. The pandemic has caused many to rethink their video content marketing strategies to reach as many customers online as possible. As a result, it is not surprising that new and improved video technologies have emerged with the industry continuing to expand exponentially.
Interactive and shoppable formats have been a life saver for many. Interactive content grips the attention of the customer, allowing them to play a role in the content and often personalise their experience. Social shopping solutions like live stream shopping have connected brands and customers over the internet in real-time, reflecting the benefits of in-person shopping via a screen.
These fantastic shoppable video technologies have been welcomed by brands to allow them to reach out to a new digital hungry customer.
The following examples prove exactly why shoppable video is the format of the future:
1. JD SPORTS X SMARTZER: STAR STUDDED SHOPPABLE VIDEO FOR XMAS
JD Sports' Christmas video featured some of the biggest UK names of the moment including Aitch, KSI, Maya Jama, Little Simz and more. Viewers could shop their favourite celebrities look by clicking video hotspots to reveal direct links to the products. This revolutionary technology elevated an already incredibly dynamic video to be even more immersive and inclusive for JD Sports customers.
With Christmas fast approaching, JD Sports harnessed new shoppable video software to make shopping more exciting, entertaining and simplified. With direct links to products, interactive videos save users the time of researching and hunting down specific products that they have seen their favourite influencers wear.
2. SAMSUNG X SMARTZER: SHOPPABLE LIVE STREAM EVENTS

With the live stream shopping trend taking off in China, the craze is beginning to catch on across the globe. In fact, by 2023, the industry is set to be worth over $25 billion worldwide.
Samsung Central America is taking advantage of this rapidly growing technology to use Smartzer's interactive video platform for several live shop shows. So far, the brand has produced three exclusive live events to sell discounted tech products to thousands of viewers.
With live shopping formats on the rise, Samsung is successfully pioneering the new technology with regular events featuring exclusive discounts. Social Ecommerce successfully bridges the gap between the offline and online shopping experience by creating a real-time "hybrid" format. As a result, customers can engage with brands closely from the comfort of their homes, providing a social shoppable solution during the global pandemic.
3. JACQUEMUS X SMARTZER: REVOLUTIONISING RUNWAYS WITH SHOPPABLE VIDEO

Fashion giant, Jacquemus, created the most elegant and eye catching fashion show of the summer featuring top models like Kendal Jenner, Bella Hadid, Adut Akech and more. The collection echoed natural forms and tones while adding in aspects of striking colour.
The brand used Smartzer's interactive video platform to take their show to the next level by making it shoppable. Viewers could stream the show and click to add items to their basket to pre-order. This 'See Now, Buy Now' method of shopping proved to be extremely effective at charging impulse sales while creating a mesmerisingly entertaining experience for consumers.
Using the magic of video interactivity, Jacquemus and Smartzer produced a ground breaking shoppable video experience for viewers. Customers could play a role in the content by clicking to choose their size and adding the item to their bag to buy. This engaging element has the potential to boost revenue through the roof.
4. SWAROVSKI X SMARTZER: BRIGHT AND BOLD GLAM ELEVATED BY SHOPPABLE CONTENT

Swarovski's engagement rate soared thanks to Smartzer's video hotspot technology . The brand created an immersive and dynamic shoppable video campaign for their "Collection II" campaign jam packed with glitz and glam. Featuring key models of the moment, Lourdes Leon and Adwoa Aboah the video featured on the brands eCommerce.
Viewers were instantly pulled in by the bright, eye catching content and compelled by the interactive, clickable elements supported by shoppability. Not only could they find out information about specific pieces, but they could select a size and add them straight into their basket encouraging customers to take immediate action to purchase. In fact, MAGNA research indicates that people spend almost 50% more time engaging with interactive videos, and shoppable videos boost up purchase intent ninefold.
Will you follow Swarovski's example?
5. LEVI'S X SMARTZER: FIND YOUR STYLE VIA SHOPPABLE LIVE STREAM
Levi's Holland combined the convincing power of influencer marketing with conversion driving shoppable live streams to deliver an informative and engaging styling tutorial. The brand created a social shopping experience by encouraging viewers to comment and ask questions. The brand then posted answers as well as exclusive discount codes in the chat for viewers to take advantage of. Clicking on product tags revealed product information with direct links to buy.
Currently only one in 10 US consumers have purchased from a live stream, this is set to jump to one in four within six years predicts Accenture. As a result, businesses should follow brands like Levi's to take on new challenges and adapt to an exciting, revolutionary new selling technology.
We can't wait to see what 2022 holds!
Updated: Jan 19, 2022
Streaming commerce has only taken 5 years to take off in China, with live stream sales set to reach 423 billion dollars in 2022. So what could be next for the rest of the world?

The product categories most often showcased in live commerce are apparel and fashion, with a 36 percent share, followed by beauty products and food, with roughly 7 percent each (Exhibit 2). Consumer electronics account for some 5 percent, and furnishing and home decor for almost 4 percent.
In terms of demographics, Generation Z and millennials dominate, although live commerce is starting to attract middle-aged and more-senior consumers. By March 2020, live commerce was used by 265 million people—almost 30 percent of Chinese Internet users. Taobao remains the world’s biggest player, with a market share of 35 percent.
This movement has not gone unnoticed by Western countries. Huge brands like Levi's, Walmart, Samsung and Chanel have started to try out live stream shopping formats.
Baby steps towards streaming commerce in the US, UK and Europe

Major social media platforms are honing their own in-house platforms. Walmart took to TikTok to trial their first shoppable live stream in December 2020. The event netted seven times more viewers than expected and enabled it to add 25 percent to its TikTok follower base. TikTok's live shopping solution is currently only available to certain brands in the US, but this is gradually being implemented globally.
In a recent survey by Influencer Marketing Factory, with 1,000 U.S respondents, ages 16-54 and a focus on Gen-Z and Millennials, it was found that :
82% of responders have discovered a product on social media and purchased it directly on their phone
57% have purchased something during a livestream shopping event and 39% strongly agree that they like to discover new products during live shopping events.
42% strongly agree that they prefer to check out directly on a social media app (instead of a third-party website)
Specialist high-tech start-ups have consequently also emerged onto the playing field. This includes NTWRK an exclusive platform for the hottest street wear brands to talk about limited edition drops and sell them to invite only audiences. As well as Smartzer, an interactive video platform that allows a variety of brands to host their own shoppable streams that give viewers the opportunity to make purchases from popups, chat to hosts. Chanel, Samsung and Levi are the latest to take the plunge with innovative new tech.
It is clear that consumer demand is building: a recent survey performed by Facebook found that almost a quarter of adults outside China would like to discover new products via a live stream featuring an influencer or brand representative.
As U.S. media shifts towards business models outside of advertising (commerce, tipping, subscription), live streaming becomes a more interesting and revenue-generating segment. In addition, with more commerce and entertainment consumption shifting online due to the Covid-19 pandemic, familiarity with streaming and viewership has followed.
It seems that what was old is new again as brands set to destigmatize live selling by moving away from overwhelming and dated QVC style approaches towards more casual, consumer focussed ways of selling via streams.