Insights from VTEX’s latest survey on live shopping reveal growing popularity, yet a significant gap in consumer awareness regarding when and where these events are taking place.
The survey, conducted with 1,000 respondents aged 18 and older, found that 45% have browsed or purchased during live shopping events in the past year, indicating a robust interest in this format. Notably, 61% of consumers engaged with social video commerce channels like Facebook Live and TikTok Shop.
Generational trends show that Gen Z leads in video content shopping (83%), while millennials dominate live shopping participation (58%). Interestingly, men engage more in live shopping than women, with 48% of men participating compared to 42% of women. Additionally, 31% of men value discovering new products through this channel, suggesting an opportunity for brands, especially in tech and electronics, to target this demographic.
The survey revealed that while 66% of respondents shop on social platforms monthly, only 12% participate in live shopping events with the same frequency. A significant 55% expressed interest in video commerce if it were offered more consistently. Alarmingly, 38% of consumers are unaware if their preferred brands offer these features, highlighting the need for better marketing of live shopping events.
Dani Jurado of VTEX noted that U.S. consumers are eager for live shopping, indicating a broader opportunity for brands. The concept of live shopping first originated in China and now has over 524 million live streamers. The featured influencers are persuasive and charismatic and effectively showcase products to their audience, creating a friendly environment that encourages purchases without the pressure typical of traditional sales techniques.