Facebook wants to arouse engagement among its users via “Live-shopping-Friday’s” – a concept they have created for the purpose is to encourage big brands to try live shopping and to increase awareness of the format among consumers. The concept involves a series of live shopping where a number of different brands, primarily in beauty, fashion and skin care, will participate. The event will take place every Friday and the premiere was on May 22, 2021 and will last until mid-July. Brands such as Abercrombie and Fitch, Bobbi Brown, Clinique, Sephora, Dermalogica, Alleyoop and Zox are going to join.
Facebook released the series for both mobile devices and desktops in the United States. You get access via Facebook’s “Shop” tab where you as a user can see the schedule for the current events.
During the event, viewers can comment, ask questions and get answers directly from the brands. If a product is interesting, viewers can click on it to read more about products, without leaving the live-streaming or if they wish to buy a product, they can do so at any time during the event. In connection with this, the brand gets access to the customers’ delivery information and they can choose to disclose other information such as e-mail or telephone numbers that can later be used for advertising purposes.
“The way that we’re thinking about this is that e-commerce has made buying incredibly convenient. So when you have a need, you pull out your phone, purchase, and your order is on its way” – Yulie Kwon Kim explains , Leads product for Facebook App Commerce.
Live shopping became available on Facebook during the summer of 2020, after a number of beta tests where the format was adapted for small to medium-sized brands and has since been a winning concept during the pandemic.
Facebook is not the only platform that has seen the potential of live shopping since Covid-19 broke out. It is said that startups such as NTWRK, Popshop live and Bambuser took live shopping to the US after it became popular in China even before the pandemic. The E-commerce giant – Amazon also runs live shopping frequently on the platform. It is, to say the least, a growing format.
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