Black Friday is coming, everyone crazy for Livestream Shopping

More than a month to go to the highly anticipated Black Friday 2021, the shopping event (online and offline) that last year alone led to purchases of 1.5 billion euros, while worldwide sales have instead exceeded 4 , 8 billion dollars. And among the novelties of this new edition, Livestream Shopping has also arrived in Europe, a phenomenon that this year alone in China has generated 300 billion dollars, growing by + 85% compared to the previous year. Livestream Shopping, in fact, has been growing strongly in Asia and the USA for some years and is now spreading also in Europe, helping brands and retailers to connect with users through live streaming videos directly on the eCommerce site, on the marketplaces. or on social channels. Among the first companies to bring this new type of shopping to Italy is the newborn Marlene, the new B2B platform of Livestream Shopping developed by Flyer Tech, the innovative SME specialized in Digital Advertising and already creator of Transactionale. With the beginning of November and the approach of Black Friday, this opens a season full of opportunities for shops. To understand how live streaming affects sales this season, just look at China where the event, and the race to buy that characterizes it, are anticipated by Singles’ Day. The festival, launched by Alibaba, is held every year. November 11, today represents one of the main commercial events in the country, comparable to Black Friday in the US and other Western countries. And, for some years now, live streaming has been driving sales on this occasion. In 2020, the pre-sales campaign on Ailibaba’s Taobao Live streaming platform generated $ 7.5 billion in the first 30 minutes, marking a 400% increase in sales over the same period in the previous year. Every year, during Singles’ Day, numerous streamers and influencers use this channel to sell online, recording remarkable numbers in terms of views and conversions. During a Singles’ Day live in 2019, streamer Viya Huang sold products worth over 3 billion yuan (about 400 million euros). The same year, in a live held with Viya on the occasion of the launch of her fragrance in China, influencer Kim Kardashian reached 13 million users and sold 150,000 bottles of perfume. On the first night of the 2020 festival, streamer Austin Li reached 140 million users and sold 10 million products worth nearly 4 billion yuan. “For shops preparing for Black Friday, focus on live streaming represents an excellent opportunity to increase the Customer Base and sales through the creation of shopping shows able to entertain and engage the audience “explains Marianna Chillau, CEO and co-founder of Marlene and Transactionale, as well as President and founder of 4eCom, the association of digital solutions in the world of e-commerce. “The success of Livestream Shopping in China and the extraordinary numbers obtained by Singles’ Day – he continues – are a clear sign of how to sell today it is essential to create immersive experiences and cultivate a nourished and loyal community of the shop “. “An element that – adds Chillau- is obtained only by cultivating valuable relationships with one’s user base and connecting with it directly, which is exactly what Livestream Shopping aims to do, adding a third dimension to online shopping, which we could also call the human side of eCommerce “.