October 27, 2021

Get your credit cards at the ready, we’re going live shopping

Live shopping is one of the biggest growth areas in social retail right now.

It gives consumers the opportunity to be part of an event featuring their favourite brands, and perhaps grab a time-limited deal straight from their phone. 

This fresh take on what TV shopping channels have done for decades can be a compelling experience, and it’s already taken off impressively on Chinese platforms. For example, last October, Alibaba’s Taobao Live generated $7.5 billion worth of transactions in just 30 minutes.

Facebook and Instagram are capitalising on the trend with a big drive as the 2021 holiday season approaches.

From the beginning of November, a range of fashion and beauty brands like Benefit Cosmetics, Cocokind, and Tanya Taylor will be hosting live Instagram shopping experiences featuring celebrities, creators, and brand experts. There will be a different event every day.

Meanwhile, Instagram will feature curated collections of products on the Shop tab, often selected by notable creators. To further encourage users to shop socially this season, Facebook promises ‘gift’ incentives like 20% off a customer’s first purchase, free shipping, and rewards for referring friends.

TikTok recently launched its own live shopping feature following tests with Walmart earlier in the year. Other platforms like Snapchat have their own takes on social shopping, too. It’s well worth considering how you can tap into this rapidly developing opportunity.

Earlier this year, we acquired leading digital and commerce agency, Greenlight, allowing us to offer an exciting new roster of services to our clients and partners. Greenlight has been a proud Facebook Marketing Partner for over five years. The paid media team work closely with Facebook, Instagram and TikTok, among others, to serve and promote shoppable ad formats across social channels, driving audiences back to site and increasing conversions for the likes of Gap and ghd.

As brands embrace new platforms and ad formats for their social spend and platforms like TikTok ramp up their bottom-funnel capabilities, the world of paid social is booming – and we’re right there with it!

Send us a message

We’d love to hear from you! Hit us up with any questions and we’ll get back to you as soon as we can.

Sent icon

Thank you!
Your enquiry has been sent.

View case studies