Live selling is a democratized, entertaining, and accessible format of selling products or services through live-stream platforms (TikTok, Instagram, Facebook) or shopping apps (Lazada and Shopee). 

Years ago, COVID lockdowns greatly devastated the retail industry, so as a quick fix, it shored up a new revenue stream and shopping alternative: live selling. 

It filled the void left by shopping malls; it bridged customers to sellers. Even in a post-pandemic world with fully operational brick-and-mortar stores, live selling remains.

A host presents a variety of must-have wares like on-trend Korean garments, make-up and skincare, gadgets, and more. All viewers have to do then is type in the comment section to initiate the transaction process. #Mine!

More than its convenience, live selling represents a paradigm shift in e-commerce marketing as we know it.

The Rise of Live Selling in E-commerce

Live selling has turned the simple act of shopping into a more engaging experience. It filled the void where consumers, especially Filipinos, missed the joy of “malling” for more interactive shopping during the pandemic. 

For many entrepreneurs and sellers, live selling was a win, too. There was a low bar to entry from the get-go. Live selling also provided a more productive outlet for content creation (versus the then-surge of TikToks that only sported viral dance moves). Its inherent simplicity had traditional retailers and independent sellers flocking to the live-selling ecosystem for the sake of extending their ventures’ lifespan. 

But as the number of sellers grew, so did the diversity of options, drawing in more and more customers eager to explore the selections. And just like that, a convenient avenue for both shoppers and businesses was established right from their homes!

Advantages for Customers

• Convenience – It eliminates the hassle of dealing with traffic, long lines, parking struggles, and time and cost spent on transportation alone. With the collective readily available to browse and purchase all from the comfort of their homes or anywhere with an internet connection! Additionally, it’s particularly inclusive and beneficial for individuals with disabilities, who don’t have to navigate through crowds and tight spaces. 

• Prices –  The effects of inflation are present in retail stores but with live selling; shoppers can get their hands on products at competitive prices and bargains, or sometimes even have the opportunity to haggle – all while keeping their heart content and budget intact!

• Real-Time Demonstrations – Online shopping often leads to buyer’s remorse – cue in those IRL vs. online compilations! This method, however, puts the product at work, giving all the detailed rundown on its features, and deciding if it’s worth it – without having to rely on still, multiple-angled pics! 

• Immediate Answers to Questions – One of the things that customers dread is having to deal with shops that just take ages to respond, but this dilemma ceases to exist in live selling; where hosts can provide prompt answers to help make informed choices. Plus, if the item doesn’t match what you need, they can give out personalized recommendations and sage advice – just like in-store service!

• Social Proof – Sometimes a shop’s online feed or shopping profile can be really quiet – the absence of reviews on certain products – rendering buyers to think twice before proceeding with a transaction. But with live selling, customers are front and center, seeing each other’s real-time engagement and purchases flowing in the comment section. This crushes any skepticism and builds confidence that the shop is indeed 100 #legit! 

• Exclusive Access and Rewards – When you become a regular at a live selling shop, you can buddy up with the host or seller to score some serious perks, like first cop on new drops, exclusive pre-releases, and loyalty perks that make you feel genuinely appreciated; way better than your average retail! 

Advantages for Businesses

• Creating Urgency – Employing things like time-sensitive offers and exclusive deals induces a rush, eliminating any hesitation or second-guessing that might otherwise result in lost sales. 

• Posting Previews – Previews set expectations and build anticipation, so customers know exactly what they can snag, what they’ll miss, and when to tune in! 

• Interacting with Customers – Hosts that pay close attention to customer requests (like when they’re asking for particular products or moving on to the next item), maintain viewer interest, and humanize your brand into forging stronger emotional connections! 

• Building Trust Through Transparency – The unedited nature of the live allows you to showcase products authentically and establish credibility, so they know visuals and items aren’t tampered with – leading them into trusting the host more! 

• Leveraging Social Proof –  Keeping the comment section visible for everyone and promoting active engagement lets viewers see live testimonials and real-time transactions. This social proof builds trust by showing that real people are engaged and proceeding with transactions! 

• Rewarding Repeat Viewers and Buyers – Rolling out loyalty programs and perks for faithful viewers and buyers encourages them to become repeat buyers and brand advocates! 

How to Starting Live Selling in 2024: Key Strategies for Success! 

1. Invest in High-Quality Tools – Having fast internet, premium microphones, durable ring lights, and high-definition cameras will guarantee a smooth, professional live selling experience for customers. 

2. Create an Organized System – Developing order prompts (e.g., “mine”), reservation time limits, payment methods, packaging methods, required shipping details, and inventory tracking will make your process more efficient. 

3. Establish a Program Structure – Staying prepared will help you present a coherent live selling flow (e.g., products are arranged by showcase schedule). 

4. Always Know Your Inventory – Being familiar with your inventory – its stock, variations, and quantities – will enable you to answer inquiries promptly and deliver relevant suggestions. 

5. Accept Feedback – Embracing the learning curve and opening yourself up to feedback will guide you in improving your process (e.g., you can consider distributing Google Forms at the end of each session of what they want to see more of). 

Live selling offers unmatched convenience and transparency for both parties; customers can opt out of hefty transport costs and travel headaches, all while shopping from the comfort of their couch (or anywhere in the country) in just a few taps! On the other hand, businesses can dodge high rents and restrictive schedules by operating more flexibly and efficiently. But as technology advances and customer tastes evolve, live selling will only be supercharged with innovation that can optimize it for growth! 

Ready to magnetize your target market? Work with NGP-IMC for expert insights that could bring that vision into reality!