In the fast-paced world of ecommerce, businesses are continually seeking innovative ways to connect with their customers and drive sales. One of the most effective strategies to emerge in recent years is live selling. This real-time, interactive approach to sales has revolutionised the way companies reach and engage their audience. 

Live selling, also known as live commerce, first emerged in China in the mid-2010s. It began as an innovative fusion of traditional ecommerce and live streaming, primarily driven by platforms like Taobao Live, which launched in 2016. The concept involved hosts, often popular influencers or "key opinion leaders" (KOLs), showcasing products in real-time, interacting with viewers, and providing immediate purchasing options. This format quickly gained traction due to its engaging, interactive nature, allowing consumers to ask questions and receive instant feedback, thus enhancing the shopping experience.

Following its success in China, live selling began to spread across the Asia-Pacific and into the US as major ecommerce and social media platforms recognised its potential. The format was introduced as a novel way to engage consumers and drive sales, especially during the COVID-19 pandemic when in-person shopping was restricted.

In this comprehensive guide, we'll explore what live selling is, its benefits, how to get started, and tips for success. Let's dive in and discover how live selling can boost your sales in real-time.

What is Live Selling?

Live selling is a method of selling products through live video streams, where hosts demonstrate and discuss products in real-time, allowing viewers to purchase items directly during the broadcast. This approach combines the immediacy and personal touch of live interactions with the convenience of online shopping. Platforms like Facebook Live, Instagram Live, and YouTube Live have become popular venues for live selling, enabling businesses to reach a broad audience with minimal investment.

Globally, Meta's Facebook and Instagram stand out as the most used social networks for purchasing products during live-streaming events. However, since its launch in the US in September 2023, TikTok Shop has been generating waves among platform users and sizable profits among early adopter sellers.

TikTok Shops generated $11.09 billion in gross merchandise volume (GMV) in 2023 alone, and was the highest grossing app of 2023. 

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Benefits of Live Selling

The advantages of live selling are numerous and can significantly enhance your business's performance:

• Enhanced Customer Engagement: Live selling allows for real-time interaction with your audience. Viewers can ask questions, give feedback, and engage with the host, creating a dynamic and engaging shopping experience.
• Real-Time Feedback: Immediate viewer responses provide valuable insights into customer preferences and concerns, helping you adjust your strategy on the fly.
• Increased Conversion Rates: The urgency and excitement generated during a live event can lead to higher conversion rates compared to traditional e-commerce methods. Viewers are more likely to make impulsive purchases when they feel a personal connection with the host and the product.
• Expanded Reach: Live selling events can be shared and promoted across social media platforms, reaching a larger audience and attracting new customers.

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How to Get Started with Live Selling

Starting with live selling may seem daunting, but with the right preparation, you can create engaging and successful events. Here are the essential steps to begin your live selling journey:

• Choose the Right Platform: Select a platform that aligns with your target audience. Facebook Live, Instagram Live, and YouTube Live are popular choices, each offering unique features to enhance your live selling events.
• Invest in Necessary Equipment: High-quality video and audio equipment can significantly improve the viewer experience. Invest in a good camera, microphone, and lighting setup to ensure your broadcasts are professional and clear.
• Plan Your Content: Prepare a script and outline the key points you want to cover during your live event. Plan demonstrations, product showcases, and interactive segments to keep your audience engaged.
• Promote Your Event: Use social media, email newsletters, and your website to promote your upcoming live selling event. Create anticipation by sharing sneak peeks and countdowns.

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Learn more about SHOPLINE’s Live Selling capabilities here >>

Preparing for Your Live Selling Event

Preparation is key to a successful live selling event. Here are some tips to ensure you're ready to go live:

• Create a Script and Practice: A well-prepared script helps you stay on track and ensures you cover all essential points. Practice your delivery to build confidence and smooth out any kinks.
• Promote Your Event: Start promoting your event at least a week in advance. Use all available channels, including social media, email, and your website, to spread the word.
• Ensure Technical Aspects Are Sorted: Test your equipment and internet connection before going live. Make sure you have backup options in case of technical issues.

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Courtesy: TikTop Shop

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Tips for a Successful Live Selling Session

To maximise the impact of your live selling events, consider these strategies:

• Engage with Your Audience: Encourage viewers to ask questions and respond to their comments in real-time. This interaction builds a sense of community and trust.
• Showcase Products Effectively: Demonstrate your products' features and benefits clearly. Use close-ups and different angles to give viewers a comprehensive view of the items.
• Offer Exclusive Deals and Promotions: Create a sense of urgency by offering exclusive discounts and promotions available only during the live event. This can drive immediate sales and increase viewer participation.

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92% of users are not just scrolling but actively taking purchase-related actions after engaging with content on the platform. Unleash the power of engagement and turn every encounter into a potential sale with TikTok and SHOPLINE.

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Common Mistakes to Avoid in Live Selling

Avoid these common pitfalls to ensure your live selling events run smoothly:

• Not Testing Equipment Beforehand: Always test your camera, microphone, and internet connection before going live to prevent technical difficulties.
• Ignoring Audience Interaction: Failing to engage with your viewers can lead to a lackluster event. Make sure to address comments and questions promptly.
• Lack of Preparation and Organisation: A disorganised event can confuse viewers and diminish their trust in your brand. Plan thoroughly and stick to your script.

Measuring the Success of Your Live Selling Events

Tracking the performance of your live selling events is crucial for continuous improvement. Focus on these key metrics:

• Viewership Numbers: Monitor the number of viewers during your live event and track changes over time.
• Engagement Rate: Measure audience interaction through comments, likes, and shares.
• Conversion Rate: Track the percentage of viewers who make a purchase during or immediately after the live event.

Use tools and software designed for live streaming analytics to gather and analyse this data. Adjust your strategies based on your findings to enhance future events.

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Future Trends in Live Selling

Live selling is continuously evolving, and staying ahead of trends can give you a competitive edge. Here are some emerging trends to watch:

• Integration with AR/VR: Augmented reality (AR) and virtual reality (VR) are set to revolutionise live selling by offering immersive shopping experiences.
• Increased Use of AI for Personalisation: Artificial intelligence can provide personalised product recommendations and enhance customer interactions during live events.
• Growth of Shoppable Videos: Shoppable videos allow viewers to click on products directly within the video, streamlining the purchasing process and enhancing user experience.

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Live selling is a powerful tool that can transform your ecommerce strategy. By leveraging real-time interactions and creating engaging content, you can boost your sales and build a loyal customer base. Start planning your live selling events today, and watch your business thrive in the dynamic world of real-time commerce.