Live streaming melds with shopping

Photo montage by Tech in Asia, from stream by Inez Hilda Papp.

When you picture someone sitting through 30 minutes of zippy chatter before purchasing a bronze door-stopper in the shape of a corgi, you probably see your grandma slouched in front of QVC or some other TV shopping channel.

But shopping-as-entertainment is now reborn for a much younger audience – the smartphone generation.

It’s already happening in China, where it’s fuelling a huge new industry in live streaming apps.

It’s also happening, albeit more slowly, in other countries. On the world’s biggest social network, a growing number of small businesses are using Facebook Live to show off and sell their wares, taking bids from punters in the comments. Gadgets, which often need quite a bit of explaining, are particularly in evidence.

Amazon, meanwhile, recently came out with an interactive daily show, Style Code Live, for fashion and beauty products.

Amazon’s daily live and interactive shopping show. GIF by Tech in Asia.

Startups, not to be left out, are now leaping into live shopping with their own apps. This week in Japan saw the official launch of an app called Live Shop. Rather than making it a Facebook Live-style free-for-all, the team is cherry-picking social media “influencers” to create their own live shows in which they sell clothing and other fashion trinkets.

“The quality of the show is low, you grow tired of it,” says Makoto Sugihara from Candee, the startup behind Live Shop, by way of explaining what the startup wants to avoid. So that means no “selfie style” live streams – its broadcasters have to put in a lot more effort than just sitting on their bedroom floor amidst heaps of towels and jeans.

A streamer in the Live Shop app. GIF by Tech in Asia.

The Live Shop team generates revenue from the affiliate links that shoppers click on as they watch. Later this summer, the startup will start stocking its own inventory, making it an ecommerce business as much as social media.