5 key figures on dwell buying in 2022

1. 20%: share of live shopping in e-commerce by 2026

Live shopping is on the rise! This new way of buying products during live video streaming, through influencers or brands, is becoming increasingly popular. With its fun side and ability to create a viral madhouse, this modern teleshopping has really won over internet users. So much so that it is estimated that this sales channel will account for between 10% and 20% of total global e-commerce by 2026.

Social platforms have also realized the challenge of this new method of selling and spending. Therefore, Instagram, Facebook, Twitter, or even TikTok are integrating more and more features dedicated to live shopping.

2. 280%: growth rate of live shopping in China

Live shopping is a concept that comes directly from China, which has been ingrained in the customs of this country for several years. In 2020, more than 2/3 of Chinese consumers claimed to have bought a product during a live shopping session. With a growth rate of 280% between 2017 and 2020, live shopping has therefore found its audience in the Chinese market.

Another surprising figure: the market value is estimated at $ 171 billion in 2020, and should reach $ 423 billion by the end of the year, representing a growth rate of 147% in 2 years.

3. x10: Live purchase conversion rate compared to traditional channels

According to McKinsey research, the conversion rate for live shopping reaches 30%, or a percentage 10 times higher than traditional business. This striking force can be especially explained by the role of influencers in this way of selling. Indeed, many of them have managed to build a relationship of trust with their community and know how to talk to them, but above all how to convince them.

To establish a live shopping action, brands must rely on nano-influencers (between 500 and 5,000 followers) and micro-influencers (5,000 to 100,000 followers) who maintain a closer and more authentic relationship with their audience, compared to top influencers. They also know how to create a sense of FOMO (Fear of missing outor fear of missing important news), and therefore cause excitement around online events.

4. 75%: the share of the influence of social networks and online content among the youngest

It also seems that the ability to influence is related to the age of the audience. Generation Z adults (born 1997-2010) say 75% of their influence comes from social media, online content and celebrities. This figure drops to 63% for millennials (born between 1980 and 1997).

5. 67%: share of French people interested in buying live

While Chinese Internet users are already making extensive use of live shopping, Europe is also gradually integrating it into its e-commerce practices. As for the audience, 70% of European consumers say they are interested in buying live. France is particularly receptive, as 2/3 of French people show interest in this sales channel.

Live shopping infographics. © Fevad

Source: Fevad

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