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Retailers are finally leaning into livestream shopping. 

Mar 16 2021

Retailers are finally leaning into livestream shopping. Last year, we called out livestreaming as one of the ways online shopping has been getting more engaging for young shoppers, and YPulse’s shopping and retail report found that 51% of 13-39-year-olds are interested in livestream shopping post-COVID. Amazon helped make it take off last year: Influencers on Amazon Live stream daily—sometimes even “multiple times a day” promoting everything from kitchen gadgets to snowblowers. When a viewer clicks an item to purchase it, the influencer gets a cut, varying from 10% for luxury and beauty products to 1% for Amazon Fresh items. Since then, more retailers have been leaning into livestream shopping as well: Instagram lets influencers sell products on livestreams via Instagram Shopping, Facebook did something similar for small businesses, TikTok and Walmart have been teaming up for livestream events, and Estee Lauder and L’Oreal have hosted streams for some of their beauty brands. According to Coresight Research, the U.S. ecommerce livestreaming market could be worth up to $11 billion in 2021—up from $6 billion last year. (NYTimes)