With Paw, “we need to turn out to be a social community for reside procuring” –

social media. Live shopping wants to impose itself in France. Or at the very least, new players want a large number of companies to adopt this strategy. According to data released by Fevad last April, by 2026, live shopping should account for 20% of e-commerce. Compared to traditional channels, this new way of selling would achieve a talk rate 10 times higher. Faced with these numbers, it was necessary for a French player specializing in this area to see the light of day.

Now it’s over with Paw. This company from Montpellier has set itself the goal of democratizing live shopping in France. On the platform, brands are invited to register in order to start their live shopping in a few clicks. Therefore, they have a 100% platform designed to work on a live shopping strategy. The idea is to connect to present our products live on the site, with a community of people interested in the company or what it sells. “Pawa’s idea is to become a meeting place for live shopping,” the site specifies internet people Paul Le Vernoy, CEO of the company.

A company dedicated to live shopping

This idea came to his mind after he followed the purchase on Facebook live. “I was fascinated by the power of exercise, but I saw a lack of professionalism. They sold in the dark. Mostly these were people who bought in bulk and resold products to their relatives. There were means for hygiene, fashion, beauty … Performing these live broadcasts was really effective because in the end everything was sold out, Paul Le Verna recalls. I learned about this phenomenon, I saw Facebook groups and looked at what is happening in Asia – he continues. After noticing this new strategy, the entrepreneur started a problem: no French platform allowed shopping live from A to Z without necessarily going into technical details. How can smaller brands also benefit?

Pawina’s competitors seem to be focusing on large groups that can afford it. They offer solutions for setting up live streaming on brand websites. These lives were especially successful at the end of last year, during the holidays. It has been used by companies like Lacoste or Uniqlo. Today the media loves it Webedia or Raw launched a similar offer to allow advertisers to communicate differently. Pawa does not develop in the same faith, but wants to be different. “We want to become a social network for live shopping,” said the CEO. For that, he knows that, he will see a lot of training in how a whole bunch of companies would understand this system.

A live purchase that makes sense

So when they talk to them, the team doesn’t just come up with a concept. What we have told are great stories. We do not work with fast-fashion brands, it does not work in live shopping, except on Facebook. We highlight those who have an impact, ”says Paul Le Vernoy. “We want rewarding lives in shopping, which create value with a crazy experience,” he proudly specifies. Therefore, the essence must be worked on directly, but form also has an advantage. That’s why the Pawa team has already come up with several options, taking inspiration from what’s being done in Asia. For example, a retailer may launch an exclusive offer: the first 1,000 customers have a reduced price, and then the rate increases as sales grow.

At Pawa, this type of gamification is already in development. Functions such as contests or a 15-minute countdown to launch a promotion are designed by the team. To make it as simple as possible, sellers will simply click on the button to launch this type of event. “The job of our platform is to send a lot of information directly to sellers: to add such a product to your cart, for example. The more we manage to make live shopping interactive, through questions / answers and improvisation, the more fun it will be, ”concludes Paul Le Vernoy.

Leave a Comment