LONDON, June 3 — Zara will expand its live shopping broadcasts to the UK, Europe and the United States this year, testing a format that is already wildly popular in China but one...
Five-hour long live shopping shows in China, broadcast weekly on Douyin, TikTok’s Chinese sister site, have helped boost Zara ’s sales since they launched in November, according to retail analytics firm EDITED. — Reuters picLONDON, June 3 — Zara will expand its live shopping broadcasts to the UK, Europe and the United States this year, testing a format that is already wildly popular in China but one with which Western shoppers are less familiar.
“We want to take this to the Western countries, where livestream is not as popular...but we think why not – from an entertainment perspective this is like an evolution,” said a Zara spokesperson for the initiative, which is expected to launch between August and October.
The livestream also allows Zara to reach shoppers even as its physical presence in China has shrunk from 570 stores in 2019 to just 192 as of Jan. 31 this year.In the UK, US and still to be announced European countries, Zara has chosen to host live shows on its app and website instead of a third-party social media platform to ensure control over aesthetics.
Aiming for a “friendly, casual and fun” experience, the shows will be shorter than those on Douyin, lasting 45 minutes to an hour, but viewers will still be able to react in real time with questions, comments and emojis. “This is a business that, 10 years ago, most people were saying was behind in online, and here they are one of the first to trial this in the UK,” Johanan said.
Madrid-based Carmen Muley started out hosting AliExpress’ first livestream in China in 2016 and now advises brands on live shopping strategy through her company Paragon Social Commerce.
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