The term “shopping” itself is an evolving one and in the last decade, shoppers have probably come across the maximum methods of it. Livestream shopping is one of the most popular methods among both buyers and sellers. Started back in 2016 by Alibaba, livestream selling gained momentum during the pandemic, and since then, there has been no pause to it. It was like a golden opportunity for the sellers then as the nationwide lockdown put all shops to closure. Livestream selling rescued many small and rising businesses with exposure, reach, and everything else they needed.

Let’s know more about it:

What Is Livestream Selling – Definition

Livestream Selling occupies a huge part of today's mobile-oriented selling and it is somewhat like tele-shopping, but in real-time. Livestream selling is where one or more merchants/hosts stream a live video and display a set of products to a live audience for selling purposes.

The live video is open for audience engagement (like/comments/share). Yes, the viewers can ask questions about the products through comments and the merchant can answer them (if wish to) during the live. It is an unedited video and once the live session ends, it remains in the profile or page of the merchant (unless deleted) for future engagement (viewing/liking/commenting/sharing).

What Can You Sell Through Livestream Selling?

The best items for livestream selling are fashion and beauty products, sports essentials, home décor items, and gadgets.

How Does Livestream Selling Work?

Live is a very convenient and accessible selling method for merchants of all sizes; however, there are multiple technologies underneath. The process behind live selling is as follows:

• The host chooses the platform to stream the live show
• One or more hosts display the products, give important details (product code, price, etc.), explain how to buy, and announce gifts or special (timed) discounts
• During the video, viewers can ask questions through comments or show support through likes
• Users who like a product can book it by clicking the product link or by following the booking instructions with special discount codes (if any)

Users who will see the recorded video later can also book the products; however, these buyers will not be eligible for the offers which are only for the live audience.

Why Is It So Popular?

Live selling and live shopping on social media instantly became popular and the common reason behind this was convenience. Merchants with only a home-based business (with no online store) can display the products and sell right from their homes – no need for door-to-door selling. On the other side, buyers can see a wide range of products without installing an app or visiting any website within 30-45 minutes.

At present, merchants who don’t sell any product also use Livestream to provide paid courses or webinars, etc. So, yes, convenience wins the game for livestream.

How To Sale On A Livestream?

To sell on livestream, ensure you have host/s, platforms, products with details, booking/payment details, and special offers (to create urgency and maximize sales). Here are the steps to start livestream selling:

• 1. Choose the time and platform for the livestream
• 2. Determine the products and analyse the span required to show those products
• 3. Promote the live actively through your posts, stories, and every platform possible
• 4. Prepare and rehearse the content
• 5. Setup the camera, lights, and microphones accurately
• 6. Install the necessary apps and plugins

Benefits Of Livestream Selling

The benefits of Livestream selling include:

• Higher traffic, conversion, revenue, and cash flow, as buyers don’t want to miss special offers
• Encourages immediate purchase
• Improved seller–buyer relationship due to direct interactions
• More loyal customers – if they like the product and the merchant’s behavior, they will return and invite others
• Higher viral potential
• Very user-friendly – the younger generation prefers it over browsing for hours
• Highly cost-effective

As the live video streams right from the original profile or official page of the merchant, buyers can transact without any worries. Most of the products sold live are non-returnable unless the buyer makes an unboxing video and finds a damaged product. Also, the merchant checks the product before showing it live, so in case of defects, that product can be sidelined to reduce return rates.

Challenges To Livestream Selling

One dominant challenge in livestream selling is network issues. Live streaming is solely network-dependent, so a small glitch in connectivity can ruin everything. So, stable internet connection is essential for live selling.

Best Livestream Selling Platforms In India

In India, Facebook Live, Instagram Live, and YouTube Live are the most popular ones as these allow sellers to livestream right from their social media profile. Meesho too offers Live with JavaScript. Also, many Shopify stores offer live stream facilities through their online stores.

Getting Started With Livestream Selling? Some Handy Tips For You

Here are some tips for you

• Research and understand the most active hours of your target audience
• Collaborate with an influencer whose followers match your target audience
• Use a clean backdrop and good-quality lighting
• Sort the products and finalize prices beforehand
• Announce when you will go live and its purpose (stock clearance sale, festive sale, giveaway, etc.)
• Make sure all promo codes are working
• If possible, have someone with you to read important comments so you can respond during the live session
• Pronounce the coupon codes clearly and correctly

You must provide safe and secure payment options to your buyers, so consider integrating a payment gateway.

Some more selling guides for you:

• How to sell on Flipkart?
• How to sell on Amazon?
• How to be a Meesho supplier?
• How to sell on Myntra?
• How to sell on Instagram?
• Flipkart or Amazon – which is better for sellers?

What The Future Holds For Livestreaming?

The future of livestream selling is undoubtedly bright – the way image search, voice search, AI usage, etc. are gaining popularity by saving time and effort of the buyers, livestream assists in the same way. Buyers are now running out of time. Also, they don't want any unnecessary apps or click on any shop links because so many products on the page confuse them. On live, they can rather see the best collection, new arrivals, and highest discounted products – hence, their selection becomes easier.

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