Born in China and spread to America, livestream shopping is also arriving in Italy, the new e-commerce phenomenon to sell products directly in streaming. Today live streaming is an integral part of e-commerce so much so that, this year alone, it has generated 300 billion dollars in China, growing by + 85% compared to the previous year. In the Land of the Dragon this represents 11.7% of total e-commerce sales, a considerable percentage if you consider that it is a business model born a few years ago and exploded last year with the pandemic.
And precisely because of the great prospects for growth and potential, Flyer Tech has announced the birth in the Italian market of Marlene, the new B2B platform of Livestream Shopping developed by the innovative SME specialized in Digital Advertising and already creator of Transactionale, the platform to which already entrusted, among others, are Blue Spirit, Morellato, Pharmacy Savorani, Profumerie Sabbioni, Zalando Privé, Aosom. and many others. Marlene is Livestream Shopping’s ‘one to many’ interactive platform aimed at retailers and e-commerce owners who aim to connect, even more directly, with their consumers through real-time video content.
Live streaming videos are in fact designed as a show in which streamers, in addition to presenting the products of an e-commerce, make the shopping experience of customers interactive. Merchants can leverage the communities of influencers they already partner with to nurture the Customer Base and increase sales. This type of shopping guarantees a conversion rate five times higher than traditional digital sales: estimates indicate a + 600% engagement rate, + 400% of products added to the cart and + 669% on sales.
“With the emergence of participatory culture, users of live streaming e-commerce platforms have formed groups in which simple users have become real fans. The so-called ‘group effect’ makes live streaming stimulate consumers to buy more than the traditional way “explains Marianna Chillau, CEO and co-founder of Marlene and Transactionale, as well as President and founder of 4eCom, Association of digital solutions in the world of e-commerce.
And from live on Facebook to the Shopping Experience, Marlene takes you directly to the e-commerce site. The platform offers e-shops the possibility of moving their customers to the store’s own site, the main objective of every merchant. During live shopping sessions, in which thousands of users can participate at the same time, merchants can show products, interact with customers and answer any questions and curiosities.
“Customers from Facebook can go to the store’s website and are thus more incentivized to buy, being able to find both products presented in live streaming and similar items of potential interest to them on e-commerce” adds CEO Chillau.