Livestream电子商务is a business model in which retailers, influencers, or celebrities sell products and services via online video streaming where the presenter demonstrates and discusses the offering and answers audience questions in real-time. A livestream session could take place on an ecommerce website or on a social media platform. It can be store or brand-specific; influencers can also host livestream events promoting items from various vendors.

在沃尔玛在Tiktok托管的LiveStream活动期间,用户观看了一种呈现出各种产品,如一对牛仔裤的影响。对牛仔裤感兴趣的人可以点击屏幕底部显示的产品列表。它们还可以浏览在Livestream期间提升的产品列表,并在不留下Tiktok应用程序的情况下购买它们。观众的实时评论沿着Livestream Feed的左侧出现。(视频信用:Twitter用户@MoheNesh.)
在大多数浏览器中,如果它们尚不可见,将鼠标悬停在视频上以显示控件。

Livestream电子商务在中国急剧上涨。根据Forbes, this industry is estimated to earn $60 billion annually. In 2019, about 37% of the online shoppers in China (265 million people) made livestream purchases. On Taobao’s 2020 annual Single-Day Global Shopping Festival (November 11th),Livestreams占销售额为60亿美元(来自上年的两倍)。

这种趋势正在向美国和其他国家传播到中国。Tiktok与沃尔玛合作,并于2020年12月展示了首次Livestream销售活动。在一小时的活动期间,十个影响者推广了一些试验示范的Walmart产品。人们可以在活动期间浏览特色物品的列表,甚至直接在Tiktok应用程序内下订单。

亚马逊也推出了its live platform, where influencers promote items and chat with potential customers. And Facebook and Instagram are exploring the integration between ecommerce and social media. For instance, the new店铺Instagram上的功能允许用户直接在Instagram中浏览产品和下订单 - 一种形式social commerce。(We compare social commerce and livestream ecommerce later in this article.)

The Instagram店铺功能介绍了品牌和影响者推广的产品。有些品牌允许用户在不离开社交媒体平台的情况下购买产品。

这article analyzes how livestream ecommerce works, as well as what traditional ecommerce sites can learn from it to better serve customers.

由于美国的Livestream电子商务仍处于初步阶段,因此我们在本文中提供的许多例子来自我们在中国的用户学习。

Livestream会议的解剖

Basic Livestream Interface Components

为了更好地了解什么是LivestReam-Ecommerce会话涉及的内容,让我们首先查看其组件,使用Amazon Live的示例。

A typical livestream session has the following basic components:

  1. 视频流,主机显示产品,谈论它们,并回答观众的问题。

在Amazon Live Case中,流占据大部分屏幕空间。

  1. 正在推广的产品列表,目前显示的产品突出显示

此列表显示在Amazon视频流的底部。

  1. 聊天区,where viewers can type questions and comments to interact with the host and other viewers

The chat area is at the right of the live stream on Amazon Live.

  1. 一个反应按钮,即用户可以用来发送反应,显示为动画表情符号

The reaction button shows up as a little star icon at the bottom right of the video stream on Amazon.

A typical livestream session on Amazon Live has four main components: (1) A video stream where the host shows products and talks to the audience; (2) a product list, with the current product being highlighted; (3) a chat area where viewers can send comments and questions; (4) a reaction button that people can press to send reactions.

中文应用程序中的更多Livestream功能

除了这些基本功能之外,中文应用中的LivestReam接口通常包括其他功能,例如:

  • Livestream的图片内视图在the current product’s detail page

客户可以转到升级产品的产品详细信息页面,而不会缺少LivestReam演示 - 他们可以在图片画像风格中查看视频流。

观众可以自由地在LivestReam会话和产品详细页面之间切换,而不会遗漏任何内容,如惊喜赠品。
  • 能够观看他们感兴趣的那些产品的演示

Viewers can watch recorded demonstrations of previously shown products; if the products are on the featured-product list without any demonstrations, they can request the host to show that product. Thus, the livestream has an on-demand component — if viewers are interested in particular products, those get priority in the presentation.

  • 优惠券中心

提示查看者在购买前查看可用优惠券。在用户输入会话后,某些优惠券可用;其他人需要更多的参与,例如观看会话10分钟或用3个朋友分享会话。主机可以为每个优惠券确定详细信息(例如折扣金额)。

(左)在LivestReam会话的产品列表选项卡上,查看者可以回顾前面显示的产品或请求列表中产品的演示(如果它还没有发出尚未发言)。(右侧)观众还可以访问优惠券中心以查看可用优惠券。
  • Loyalty levels

每个观众都有一个忠诚度水平,代表他们过去参与该主持人的Livestreams。观看,评论和购买可以增加水平(作为一种形式游戏处理)。当查看者发表评论时,忠诚度级别显示在用户名旁边。有些宿主仅为忠诚观众储备高价值优惠券。

(左)当用户发表评论时,与LiveStream的主机显示的忠诚度级别相关联。(右)一些简单的任务可以帮助用户升级。

(You may notice that American livestream sessions can typically be accessed on desktop or mobile devices, but in China, livestream ecommerce is heavily focused on smartphones. The major reason is that most Chinese online shoppers place their orders on their smartphones — according to iresearch.cn, mobile transactions made up about 85% of all online purchases in 2019.)

Key Characteristics of Livestream Ecommerce

Livestream电子商务has several unique features:

  • 集成到各种平台中:大多数Livestream会话不依赖于新的平台,应用程序或服务,但利用当前流行的平台。
  • 通过在上下文中显示产品模仿店内购物体验:客户可以看到主机展示产品如何从不同角度看起来像不同的角度,甚至要求特定的型号涂上特定的装备。
  • 高度互动,社交和俏皮与游戏:用户可以与主机和其他人观看同一次会议的人,获取他们的问题和疑虑。偶尔使用等优惠券和赠品的增援来增加参与,主持人可能会告诉笑话。我们的一位参与者认为它是“一种新的娱乐形式”。
  • Often reliant on scarcity and urgency:用户觉得如果他们在Livestream期间没有下订单,他们将失去交易,因为它提供了良好的折扣和有限的股票。

Integrated into Platforms

Brands and individuals have two ways to promote products through livestreaming: on social media or ecommerce platforms. No matter which platform they use, the livestream channel is naturally integrated into the platform’s basic features.

In traditional ecommerce apps such as Taobao, when users search for an item, the product list will include those featured in livestream sessions, with a special animated icon indicating that an ongoing livestream is available for that product.

关于Douyin(Tiktok的中文名称)的社交媒体平台,专业现场直播频道是在主页上的特色。它与Douyin上的其他内容相同。在这内现场直播功能,查看者可以向上滑动,查看不同(可能相关)的Livestream会话。(人们使用相同的手势来浏览短视频:他们向上刷新以发现一个新的短视频,其中由他们遵循的人发布或算法推荐的随机视频。)

(左)在电子商务平台上,正在进行的LiveStream会话通过产品列表页面上产品旁边的动画图标发出信号。(右)在Douyin,专业的Livestream信道使用与该平台的本机内容相同的交互和内容呈现(短视频)。

在我们在中国的可用性测试研究期间,用户在Pinduodoo移动应用程序上购买了内阁组织者。她键入了她的查询并获得了结果列表。她访问了其他产品的Livestream会议吸引,她访问了它的细节视图。她轻拍了Livestream视频,看了半分钟。“带有即将到位的人可以向您展示真正的产品,所以they are more trustworthy,” she said. “It’ll show you the size, shape, and material. It’s moreintuitive than the descriptions.”

搜索用户时,也在产品上市页面上显示了LivestReam会话中的产品。人们可以顺利地观看Livestream会议,瞥一眼产品,并在他们想要的话。
在大多数浏览器中,如果它们尚不可见,将鼠标悬停在视频上以显示控件。

动态地显示产品和上下文

LivestReam会话展示了用户看起来像什么产品,如何使用和符合它们,甚至它们是如何制作的。

购置的内阁组织者的参与者称赞Livestream帮助她立即对产品的材料和尺寸进行了印象。她说,“如果它说PPC作为其材料,我可能无法理解它是什么。但在即将到位期间,他们将把产品放在镜头上非常接近,因此您可以直接看看它是什么。此外,40x50厘米很难想象,但是当我看到那些组织者的女主人时,我更好地了解他们的尺寸。“

During livestream sessions, the hosts can show product details in close-up (left), give instructions of use for products like essential oils and cosmetic face masks (middle), or even show how a particular product, like the tea they’re selling, is made (right).

现场直播ing can introduce a new brand and bolster its credibility. For example, some influencers selling local products may host livestream sessions explaining where the products are from and how the locals consume the products before they even start to sell the products. This approach helps city dwellers build trust with small businesses and products from rural areas.

Highly Interactive and Social

LiveStream会话类似于产品视频,因为他们将显示产品详情关闭。一些零售商甚至可以在产品详细页面上使用LivestReam剪辑作为产品视频。但是,存在很大差异:Livestreams是互动的。作为一个参与者指出,“我更喜欢提高[超过产品视频],因为我可以提出问题并立即得到回答。”

互动使得即兴能为产品的高效学习和同时回答问题。这就像走进实体商店一样:主持人可以迎接您,询问您要查看的产品,甚至提供建议。虽然用户无法直接与主机交谈,但他们可以发送短信,这些消息显示在会话中每个人的聊天记录中。如果多个型号显示衣服,用户可以询问特定型号佩戴特定的装备以模仿他们的店内的经验。

LivestReam电子商务的这一方面现在特别吸引人,因为许多国家和地区仍然被锁定在Covid-19大流行中。即使在访问商店的地方,许多客户仍然犹豫不决,并将其视为健康风险。

Personal, specific questions that may not be anticipated or covered on the product-detail page can get answered quickly. For instance, a participant watched a livestream session featuring hoses for car washing. “My faucet is on the second floor, so I want to make sure that the hose is long enough. The host answered my question quickly, so I placed the order immediately.”

The answers to one customer may benefit others, as well. A participant stated, “People may ask questions that I didn’t think of before. Seeing how the host responds to their questions also helps me make purchase decisions.”

Often, an ad-hoc community arises around a series of livestream sessions: The followers of the brand or of the influencers become a loyal audience for their livestream events. They help the busy host by typing answers to new users’ questions and sharing their own experience. Their words add to the credibility of the brand or product: they are real users who give their opinions live; they may even have a badge next to their username, indicating how long they’ve been in the session and the volume of purchases that they made. Returning users get rewarded with extra coupons and incentives.

现场注释还使卖家能够衡量哪些物品是流行的,并补充供应。

(Left) When there are several models with different figures, customers can designate a specific model to try on a particular set of outfits. Returning users added relevant comments, such as “I bought a purple one. I like it, and it isn’t boxy.” (Right) The host asked viewers which products they like most from a list. 44 people commented “dotted gauze (shirt)” within 30 seconds.

创建一个的稀缺和紧迫感

Some livestream events utilize psychological techniques to create a sense of urgency: they make the customers believe that如果他们没有立即下订单,他们将失去交易

  • Greater discountsmore gifts: The products may be available all year round, but discounts and gifts are available exclusively for people attending the livestream session. To distinguish the loyal livestream viewers from ordinary users who just run into a discounted product accidentally, some companies may require livestream viewers to enter a unique ‘promo code’ when placing the order to get even more gifts and cashback. The promo code would only be announced randomly during the livestream; thus, it allures users to stay longer. This practice also helps users form the心理模型即将到来的是特价折扣和礼物。
  • 有限的股票: Discounted products usually have limited stock. The hosts might emphasize, “There’re only 10,000 sets available at this crazy price.”
  • 时间敏感的优惠券: Many livestream sessions give out ¥10-20 coupons that expire in a few hours. This tactic pressures users to make quick, impulsive purchases.
  • 激励措施giveaways对于在Livestream期间购买的用户:在Livestream期间,会议主持人有时会宣布仅向那些买了一些东西的受众成员提供的惊喜赠品。这些奖金奖项使用户更有动力致力于购买。

Differences Between Livestream Ecommerce and Similar Concepts

LivestReam电子商务与其他人相似,也许更常见,可以商店的方式:

  • 社会商业
  • 电视购物频道
  • Influencer reviews

Social Commerce vs. Livestream

社会商业是指在Facebook或Instagram等社交媒体平台上进行购买的能力,而不会切换到另一个专用的电子商务频道(例如网站或应用程序)。正如我们之前讨论的那样,Instagram和Facebook店铺features allow users to place an order directly within the platform.

Livestream电子商务can be a form of social-media commerce if the livestream is embedded in a social-media platform (like in the above-mentioned example of the Walmart livestream event on TikTok). The live video format is different from the more common formats used for social ecommerce (that is, picture and text), but it’s still one that can be easily accommodated by a social-media platform.

Like social commerce, livestream ecommerce supports in-channel purchases (i.e., users can place an order without going to a different site or application) and lowers theinteraction cost。与社会商务不同,Livestreams可以通过为Livestream受众提供时间敏感的折扣来创造紧迫感。

然而,并非所有的Livestream电子商务都是社交媒体商业,因为我们在亚马逊生活的情况下看到,即将嵌入电子商务网站和应用程序。但即使在这些频道上,LivestReam电子商务通常包括社会特征,例如客户评论或其他反应。并且经常在社交媒体上宣传这样的Livestream。

Taobao, an ecommerce app in China, goes further by allowing brands and influencers to post news, like their Taobao livestream schedule, on their own Taobao pages (similar to business pages on Facebook). Users can comment and even suggest products they want for future sessions without leaving the Taobao app. Stores and influencers may give out coupons to followers who leave comments on the post to increase engagement. This practice makes the ecommerce app work as a social media platform because it facilitates communication between businesses and customers. This integration of ecommerce and social media apps hasn't shown up in the US yet; in China, it may be due to a culture of using one app for many different functionalities (likewas the case with WeChat)。

电视购物频道

Livestream电子商务may remind us also of TV shopping channels. Before the internet era, TV shopping allowed customers to see products up close and buy items without heading to a store.

在QVC网站上,用户可以同时观看直播电视节目和购物。目前所示的产品显示在Livestreams之上的卡片。

Modern TV shopping channels have adopted web-related technologies to improve appeal and ease of buying. For instance, on QVC’s website or mobile app, people can “watch and shop:” live broadcasts of the TV program are available, and viewers can purchase the products presented right away.

Modern TV shopping channels are similar to livestream ecommerce in the following ways:

  • Theyare a form of entertainment:人们的购物杀死时间。
  • They创造一种紧迫感和符合性:Discounts are time-sensitive, products are advertised as in scarce supply.
  • They以热闹的方式显示产品,附加详细信息和说明

然而,Livestream电子商务不仅仅是电视购物的在线版本。其社会特征和产品的多样性使其成为独特并吸引更大的受众。

  • Livestream电子商务比电视购物更互动。During a livestream session, people can comment, ask questions, see reviews from returning users in real-time.Gamification designis used to encourage users to stay in the channel longer. In contrast, the interaction between customers and a TV host is minimal and could be irrelevant to the current product: the host may read a tweet occasionally but will not be able to answer customers’ questions immediately. The customer-host interaction is not part of the program.
  • 现场直播sessions present a wider variety of products and services。由于开始LivestReam会话的成本(从理论上讲,唯一的要求是手机),个人和品牌可以从书籍到婴儿衣服的任何类型的产品,从鱼到家具。肉毒杆菌,按摩和健康餐饮等服务也可以特色。电视购物更具成本密集型,公司可能会衡量他们是否可以从促进某些物品中取得利润。因此,人们可以在LiveStream上找到几乎任何类型的产品,而选择将在购物频道上更加限定。(这是广播之间的差异,即达到群众观众,具有广泛的口味和窄视,利用互联网与专业品味的利基受众能力达到互联网。)
  • 现场直播sessions are less polished than TV shopping channels and feel more authentic。现场直播hosts’ presentations feel more improvised and ad-hoc, as the hosts may respond to viewers’ requests. Sometimes, the product’s drawbacks would also been shown. As a result, livestreams feel more trustworthy, as the hosts are not just showcasing perfect products.
  • 现场直播sessionsint气because of the high interactivity. For some users, livestream sessions are like a favorite TV show — they return to them again and again. Hosts know their loyal followers, greet them every time, and ask them for suggestions for future events. Users feel they有一个关于它所显示的东西和build social connections with the hosts.
  • Some celebrities, like actors, actresses, and even CEOs, will促进特定品牌,介绍了品牌的范围(通过the halo effect) 到他们的粉丝(通常是千禧一代或一代z),谁将渴望看他们生活
  • 当Livestream主持人不太众名人时,用户觉得不确定促销产品的可信度。电视购物频道通常由大公司拥有,但Livestreams可以由小型企业和随机的人创建。用户必须相信主机。一名中年学习参与者指出,“天前,我在Gree Electric首席执行官提供的Livestream活动期间买了一款空调。我知道产品的质量是由她保证的。如果是一个随机影响者,我不知道,她与产品没有关系,我会更加谨慎。与淘宝不同,没有任何第三方保证Tiktok,与淘宝不同。“[后者有一个专门的客户服务团队,人们用支付宝支付时有退款保证。]

Influencer Reviews vs. Livestream Ecommerce

Another similar concept, more familiar to Western audiences, is the (video or text-based) review posted by an influencer on social media or blogs. Like livestreams, reviews contain detailed and subjective explanations not included on official websites, offer a fresh third-party perspective for customers, and ultimately promote the brand. They also can generate trust-related concerns: does the influencer favor a particular brand or product because she received an incentive for her recommendation? Customers have to follow their instincts and conduct their own research.

然而,in-depth video reviews (such as由Professional YouTube Tech Reviceer Marques Brownle制作的人)与Livestream电子商务不同,因为它们通常更长,更彻底和信息。此外,在视频评论中,启动子和观众之间的互动是单向的,而且沟通是异步的 - 影响者可以选择在发布内容后回答有关观众的某些问题,但他们没有义务这样做。此外,由于建议不会实时发生,因此任何优惠或折扣都不会有时间敏感。

人们may refer to these reviews as resources when they research a purchase but won’t necessarily buy right away. Thus, compared with livestreams, it can be more difficult to track back revenue and estimate theROIof creating such reviews.

外带

LivestReam Ecommerce允许品牌详细展示他们的产品,实时回答用户的问题,维护用户参与,并鼓励禁止购买。设计师和服务提供商可以从这个新的互动频道学习什么?

Livestream电子商务是您的品牌吗?

Follow these steps to determine the priority of this potential channel:

Investigate the need for livestreams and whether your audience is likely to engage with it.您是否在社交平台上有常规存在或坚实的粉丝,如Tiktok,Facebook或Instagram?您的客户如何考虑即将到位?做产品视频,专家评论或网络研讨会是否会影响其购买决策?将这些指标与行为和态度数据一起使用,以估计对Livestreams的需求。试验有一些飞行员的Livestream活动,看看它是如何发展的。

估计即将到位的短期和长期成本。如果您在社交媒体和大多数销售中都有很少的存在,请在从头开始创建新频道之前三思而后行。建立渠道是一件事;长期维护渠道,最终使渠道有利可图是另一个。您是否需要为此频道构建一个单独的团队?你能改变现有的团队的焦点吗?

看看你的竞争对手。Have they started to explore this area? How are their experiments going? Keeping an eye on your competitors doesn’t mean that you need to copy their actions directly. Watching users’ reactions to their livestream events can help your decision-making process.

创造一个高质量的Livestream-Ecommerce经验

If you decide to start a livestream channel, follow these high-level tips to maximize effectiveness.

与您的追随者互动并建立社会依恋。Livestream电子商务是一个高度互动的渠道。Livestream会议不仅可以促进您的产品,还要促进与客户的长期关系。他们稍后可以advocate for your business。(And since building a loyal base takes time, you can’t just experiment with livestreaming for a few weeks and then abandon it.)

使用时间敏感的优惠和赠品来增加参与当用户来到新频道时,他们不确定要期待什么。立即奖励,如优惠券或其他时间敏感的优惠给予他们的理由让他们更长时间留下来,探索您所提供的,甚至下订单。

确保A.无缝的omnichannel体验。Ease of purchase is crucial for the success of a livestream session. Viewers should be able to effortlessly make purchases directly from the live streams. Linking the products to their product-detail pages and offering one-click payment options can reduce the number of steps at checkout.

坚持您的品牌形象,但敏捷,并满足您的观众的个人资料。Livestream受众可能与大部分观众略有不同;确保您在与之交互时说正确的语言。

Listen to the feedback and iterate。新渠道新冒险企业;setbacks and mistakes are inevitable during the preliminary stage. Actively ask for feedback from followers attending the livestream sessions. Learn what they want and iterate on your livestream structure and content.

从Livestream电子商务中学习而不采用它

如果您决定不遵循趋势并等待看看它的方式,那么从即将到来的情况下仍有很多课程,

用户欣赏到即将到来的,因为产品以各种角度和使用情况显示。即使是传统电子商务网站也可以考虑富裕的方式呈现产品和服务。使用包含较近和更远的产品的视频。在不同的背景下展示产品或不同的人。例如,在Nordstrom的网站上,一些产品详细页面有短视频,其中销售代表将产品展示关闭或查明某些细节。

Nordstrom的产品视频特色销售代表展示了产品的尺寸,材料,功能和可能使用场景。

提供方便,实时通信频道,例如实时聊天和商店专家约会。在LivestReam会话期间,个性化问题立即得到主持人;用户不需要花时间调查规范和调整信息。Live Chats帮助立即回答个人问题,节省用户的时间和精力。

考虑客户的社会需求。Livestream会话的社会方面以两种不同的方式表现出来:(1)返回用户提供social proof关于产品的质量,(2)主机交互方式回答问题并响应观众的要求。企业通过显示客户评论和回答产品页面的正确问题,可以满足客户的社会需求。此外,他们可以调查他们忠诚的客户经常光顾的社交媒体渠道,并在这些渠道上培养品牌为中心的社区。