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How Livestream shopping is becoming the new entertainment

April 14, 2021

Editorials

How Livestream shopping is becoming the new entertainment

Since the times of the global pandemic, no matter how many fulfilling hobbies and projects we have, we all fall prey to mindless internet scrolling. Be that social media, watching endless videos of cats and people doing things, we are always in a seek of new sensations and experiences. If we think how much energy we spend on all the different things the internet has to offer, the more is often more draining. However, this new trend of live streaming, has just about rounded up all of our favourite pastimes, combining into one. Here is why and how live streaming is become a part of life for millions in China, now spreading all over the world:


A combination of all current tech trends - social, commerce and influencers - livestream shopping is bringing us together with our favourite stars, giving us an opportunity to connect and feel closure to those we admire and those whose lives we follow for different reasons. Seeing our favourite fashionista who’s feel we love and whose creative approach to putting together pieces of clothing in a way we have not thought of is always a fun way to add value to our lives. Now we can see those stars in a much closer and personal setting than before. Watching them do a lifestream, there is even a double pleasure available. Don’t we all miss the days when we could take a stroll down the mall or our favourite shopping street with our friends, stopping for a snack and a coffee, thinking purely on how we want and what we need? Or even better- the walk back home with hands full and tired from the bag strings, thinking of all the ways we could style them, where and when we will take them out. Now we get the possibility to have that experience, but instead the tiresome trip to the mall and back home is replaced with being overwhelmed with opportunities to win discounts and prize products, all proposed by our mini-role models. 


Life stream shopping is giving us an opportunity to feel in-store, but with a cosy feel. We can stay in the comfort of our home, while watching the girl we have been following for years for her eye makeup looks, talk in our favourite boutique with a professional from the industry. Saving ourselves the embarrassment of asking too many questions (hello social anxiety!), it is for once really nice to be stuck behind a screen, and not so isolating after all. We can ask whatever questions in mind, probably doing it on behalf of others watching and although a small thing, but something like being called out by that girl you follow can really render a day sweeter. Besides, things most would not think to ask when they are checking out a product or stuck in a hot changing room with those mirrors that triple all your insecurities (common stores, not cool marketing investment), like brand philosophies on product manufacturing. Being online we can really use the opportunity to weigh out our interest in the product, part of the product also includes how it has been made. Do not fear to ask the host about how close the approach of the brand they are representing is to conscious fashion ethics. Raise and spread awareness. 


Seeing the host present the brand and not a brand employee creates an element of honesty that is very valuable in the internet world of advertisements screaming for your attention and giving you an exaggerated and filtered introduction of the product. Seeing a personality we relate to more and having the possibility to engage, means the host will have to improvise and give authentic responses. After all, they choose the products they showast for a reason that they truly find them unique, otherwise it would show when they are trying it out if they don’t appreciate its quality. Trying to sell it desperately will definitely only push us off the show and they know that. That is why Live stream shopping channels are really a place to find some gems, even better- with discounts. Many of those shots will give us a chance to win discounts and prizes for doing different things- send it to a friend, be the first one to respond, buy-one-get-one-free, etc. It is cool to have an account, where the more your loyalty level grows, the more generous the benefits and perks you get are. If we deserve one thing after hours of searching and filling out that check-out page, is to be rewarded for it. It is definitely a thrilling, gamble like way to spend our money, but winning only. It is not a loss if you got a special prize, during a special experience, from a special to you person. 


To be able to see the product from all these angles the host will showcast it from, gives us an opportunity to assess the quality of the product (the closest it gets to real life shopping) and really get the feel of it. We can better see the quality of material, in regards to beauty and cosmetics industries it is the most convenient. However, even furniture and household products are much easier to check out this way! The journey of this experience made it extremely more fun, we can spend our time laughing and checking out our next hide-away-spot armchair. It is fascinating to see what collections of products the hosts, our beloved influencers and comedians, will choose to represent. In China, many present their latest most exciting finds, wanting to help the audience save their time and show them what really can make their life better and save their time. 


Last but not least, the biggest factor for why this e-commerce type is winning 

the hearts of millions across the world, is the lively aspect of personality with minimal technicalities that come with using the web and technologies. The fact you can order in a click while enjoying yourself, acts with respect towards you and your time. It takes away all the boring administrative parts of shopping, leaving us to enjoy ourselves.


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