The reconversion of "call now": Live streaming revolutionizes direct purchases

Live streaming opens a broad universe of possibilities for businesses that operate with e-commerce.The old "call" again recharged, more direct, interactive and effective.This "show" of live and live products allows you to connect in a closer and more human way with audiences, without the need to share the same physical space.

The live purchase by streaming was indicated by the Gartner consultant as one of the great 2020 -stares -applauded by the pandemic and the takeoff of the online connection and the digital purchase -but without a doubt its origin is China, where the modality is consolidated.There live broadcast purchases were shot at US $ 66.000 million in 2019 to US $ 150.000 million in 2020, according to IRESERARCH research firm.In the United States this market is expected to reach US $ 11.000 million for the end of 2021 and US $ 25.000 million for 2023.Estée Lauder and Walmart are among the companies that have already incorporated the modality.

As Gonzalo Latugaye, Global Brand Director of Tiendanube, the Live Streaming, promotes a marketing style that contemplates the interaction, where they can show, make known and sell the products online."In its most optimized use, they enable the purchase of the product or service that is being displayed on the screen to be done in clicks from the same Live Streaming".

In the case of presentations - Gustavo Sambucetti, Institutional Director of the Argentine Chamber of Electronic Commerce (CACE) - where the brand speaks to an audience in general, Live Streaming allows a much more direct arrival to a wide audience in a way in a waycentralized, with the possibility of deepening the characteristics and benefits of the product or showing a complete collection.

Broving down barriers

This modality enables less consideration time, greater customer participation and higher sales.“Live purchases can reduce purchasing barriers that other e-commerce experiences do not offer. Las sesiones de prueba virtuales, los Q&A’s y las demostraciones en la tienda pueden ayudar a los compradores en casa a tomar decisiones más rápidas.While fashion retailers and beauty brands have been the first to adopt live purchases, there are many opportunities for other segments, ”says Martin Seijas, Managing Director of Isobar Argentina.

"Today these spaces are being encouraged by several business vertical.

There are two main alternatives to be able to have live broadcast purchasing platforms: it is integrated with the Retailer electronic commerce platform, or is housed on a third -party platform such as Amazon, Facebook/Instagram or Google Shop in cases whereThe functionality is now available.

"Integration into your own website or a mobile application provides the retailers for greater control over the administration of inventory, carts and customer accounts data," says Seijas.

Go Jiraf for example is a platform that connects customers with a personal shopper through a Livestream to be advised, choose the products, buy and pay (everything inside the Live).“The traditional e-commerce was going through some difficulties: it was practical and easy but there was no true personalized attention and the detail of the products was never exhaustive enough to determine the purchase.Our proposal joins the best of the two worlds: the immediacy and practicality of the virtual purchase with the warmth, monitoring and detail of the face -to -face purchase, ”says Patricio Cossio, founder and CEO who adds that the average tickets increase by two and evidenceA 30% conversion with this modality.

The firm has three purchase variants in real time: one that offers a personal shopper that attends from the store;"One to many" that allows a virtual event to expose the brand, news or releases;and "One To Few" to generate smaller group encounters.

At the current.In the latter case, the brand used the platform to make its first “One To Many” last March to present its new collection.By meansThe level of interactions and purchases.

During 2020 the first live streaming salts was held on the marketplace style online site in the frame of the Hot Sale.The proposal included real -time purchases guided by categories and offers with discounts and benefits.The platform housed on its website a landing page developed by the technology firm for e-commerce vtex.In addition, a chat was arranged to interact with users.

As explained by Gabriel Safirsztein, general director of Style, the content was key, with the presence of influencers and celebrities who accompanied about 85.000 viewers who entered during transmission.“The permanent action, added to the playful form in the commercial presentation generated 226 units sold in an hour and a half, 30% of the total units sold of the day.Registering on average fifteen purchases per minute, which came to touch the peak of the 30 purchases in a minute ”.

Another case was that of Samsung Argentina, which this year made four editions of Live Commerce through living on his Instagram profile with the aim of showing the ecosystem of products by the hand of technology specialists and creators of digital content.“They allowed us to build closer messages to reach consumers and interact with the general public.We have also implemented this same modality and format on YouTube, to give visibility to products on special dates with specific discounts, ”says Guido Shama, head of Samsung Argentina e-commerce.

Bet SME

From cloud store they cite the case of Simona Shop, a family SME that performs frequent live on Instagram where it shows the products available in the store, makes a virtual tour of the showroom and interacts with its audience and then allowing access to the purchase ofThe products shown through Instagram Shopping features.

In the looks of looks of the week, for example, it leaves the products that it exposes in the audiovisual content to make them purchase.Another case is that of Floppy Kenny: a brand of female urban design clothing that recently began to implement this strategy gradually to launch new products.

In this way it is evidenced that Live Streaming makes e-commerce for all even more accessible, it is not exclusive of large brands, but seeks to be available for all businesses.