Zara will launch live shopping in Western countries. After having a great success in China, the fast-fashion brand aims to test this interactive format of selling in the USA, the UK and Europe between August and October of this year.
What is live shopping?
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Live shopping is an online sales format which includes broadcasting a live product presentation over the Internet, often hosted by an influencer or expert, in order to promote and sell products in real time on digital platforms such as social networks (Facebook, Instagram, TikTok), e-commerce sites or dedicated apps.
What are the benefits of live shopping for the brand?
Zara’s decision to launch live shopping is driven by several factors. Firstly, it aligns with the growing trend of digital engagement, especially among younger consumers. Live shopping offers a unique way to showcase Zara’s latest collections, providing an immersive experience that static images or pre-recorded videos cannot match. It allows the brand to:
- Showcase products in real-time, highlighting their features and quality.
- Create a sense of urgency and exclusivity with limited-time offers.
- Engage directly with consumers, answering questions and gathering feedback.
- Strengthen brand loyalty by creating a community around live shopping events.
Focus on the UK, Europe and the US
Zara registered major and lucrative success in the Chinese market, where their weekly five-hour live shows on Douyin attracted around 800,000 unique viewers per show and boosted sales significantly. The brand’s live shopping strategy is now heading for the UK, Europe, and the US, promising to reshape the retail landscape in these areas.
Is the West ready to experience live shopping?
The Western retail landscape has seen significant changes, especially during and after the COVID-19 pandemic. Western consumers are used to a variety of online shopping experiences, from traditional e-commerce to social media-driven sales. However, live shopping introduces a more interactive and spontaneous element, which may require a cultural shift. Understanding how different demographics respond to live shopping will be key.
Challenges and market adaptation
Western cultures, especially in the US and Europe, tend to emphasize individualism. Consumers often prefer personalized shopping experiences and may be less influenced by group trends compared to collectivist societies like China.
The consumers of these countries value authenticity, and they expect brands and influencers to be genuine. Any perception of deception or overly aggressive sales tactics can lead to backlash.
There could also be sustainability and ethical concerns. As a fast fashion brand, Zara faces scrutiny over its environmental and ethical practices. Live shopping could worsen concerns about overconsumption and waste. Zara will need to address these issues transparently, promoting sustainable practices and responsible consumption during live shopping events.
The brand plans to host live shows on its app and website, thus ensuring aesthetic control. Unlike the aggressive selling style prevalent in China, Zara aims for a “friendly, casual, and fun” experience in the West, featuring well-known fashion personalities. For the western consumers the shows will last from 45 minutes to an hour when viewers will be able to react in real time with questions, comments and emojis.
JP Morgan analyst Georgina Johanan cautions that the success of live shopping in China does not guarantee similar results in Western markets: “We can’t always read across what has worked in China, to whether that’s going to work in Western Europe or in the UK.”
But she added that Inditex’s (Zara’s parent company) investment in live shopping is an example of its dynamism. The brand is also showing its avant-garde side by testing new formats and adapting its strategy to the cultural nuances of Western audiences.
Looking ahead
Zara’s launch of live shopping in Western countries represents a bold and strategic move that could redefine the fast fashion industry. By adopting this innovative shopping format, Zara is able to strengthen consumer engagement, boost sales and maintain its competitive edge. While challenges remain, the potential benefits of live shopping are immense, offering a glimpse into the future of retail. As Zara leads the way, the fashion industry will undoubtedly watch closely, ready to adapt and evolve in response to this exciting development.
And you? Will you dare to use live shopping in your selling strategy? If yes, take a look how Web Push Notifications can accompany live shopping in different ways to improve customer engagement and drive sales 👇
