Sharing the trends of Live Shopping and its adoption across the globe, from Asia to the West, with statistics and case studies.

1. KEYNOTE
Geoffroy Robin
CHIEF SALES & MARKETING OFFICER
LIVESCALE
Live Shopping:
A Global Adoption
MONTREAL, QC ~ MAY 16 - 17, 2022
DIGIMARCONCANADAEAST.CA | #DigiMarConCanadaEast

2. Chinese market overview
02 In the West
Case Studies
01
03
04 Q&A
Summary

3. Chinese Market Overview

4. Key dates
▪ Launched in China in 2015, the behaviour of
“see now, buy now” has been part of
consumer consciousness for decades
▪ The arrival of Alibaba’s Taobao Live in May
2016 marked the opening of a new chapter in
sales.
▪ 2020: the first 30 minutes of Alibaba’s Singles’
Day presale campaign generated $7.5 billion.

5. Initiated by e-
commerce
platform,
Mogujie,
followed by
Taobao.
2016 2017
More live
streamers =
more product
categories in e-
commerce live
streams
GMV of live
commerce
reached 300
million RMB on
Singles Day
2018
Taobao,
Kuaishou, and
Douyin became
the 3 largest live
shopping
platforms in
Asia.
2019
CHINA + EASTERN MARKETS GLOBAL MARKET
From China to Asia to the West
Large Western
groups
investments in
North America,
Europe, Latin
America
From 2019

6. Live shopping has transformed the retail industry and established itself as a major sales channel.
+300$ billion in 2021
expected to reach $423 in 2022
75% of chinese consumers
said they bought products
via livestream
+13% of e-commerce sales
in 2021
Current stats in Asia

7. In The West

8. Experience: Marketplace VS Brand-owned
China North America

9. ▪ Live Shopping sales are set to account for 10-
20% of all global e-commerce sales by 2026
(Mckinsey)
▪ Live Shopping is one of the only digital sales
channels that attracts both US Gen Z (31%) and
Boomer (25%) audiences.*
How it’s going in the West
*McKinsey –

10. From Lipstick to Baby food : covering all geographies, all industries
They already go Live

11. Jennifer Garner – Once Upon A Farm Brian May – Xerjoff
And they love it!

12. 6
11
17
26
35
2020 2021 2022 2023 2024
In USD billion
Coresight Research projects that Live Shopping will generate $35 BILLION IN GMV in the US by 2024
North America, the West early adopter

13. Apparel and fashion – 35.6
Beauty – 23.6
Fresh food – 7.4 0.2 - Automobile & local online to online sales
3.6 – Furnishing & home decor
4.6 – Consumer electronic
1 Share of live-streaming by category = 1/2*(number in category live-streaming / total number live-streaming +viewers of category
live-streaming / total viewers).
Source: Everbright Securities, iResearch, McKinsey analysis
% of live streamers1
Apparel and beauty, the leading categories

14. While retail recovers from COVID-19, customers have made a permanent shift to prefering e-commerce. In
this shift, brands continue to struggle converting audiences on social media
Why is Live Shopping Key to brands

15. Only digital sales channels that attracts both US
Gen Z (31%) and Boomer (25%) audiences.
Almost half of Gen Z and millennials have
previously bought an item they’ve seen on a social
media app or during a livestream*:
▪ apparel (41%)
▪ beauty products (23%),
▪ technology + home products
* https://www.businessofapps.com/news/40-of-gen-z-and-millennials-are-shopping-on-social-media
Gen Z + boomers are watching

16. Women, age 35-65, have proven most
successful sales-driving customers to date.
They leverage both:
▪ traditional marketing tactics (Newsletter
Marketing, Website Traffic),
▪ but also community marketing tactics,
through Customer Groups (SMS chains,
WhatsApp groups).
Gen X + Millennials influencing

17. When compared to traditional social media influencers, Live Shopping-friendly Key Opinion Sellers
outperform up to 10x, both in the Chinese and western markets.
From East to West: rise of the Key Opinion Seller
Conversion metrics per Host type –Livescale data

18. Current Stats in the West
45%
ENGAGEMENT
On average, clients
see 15x more
engagement vs. a
paid social post
80%
PURCHASE INTENT
Customers exploring
products with
intention to shop
17%
CONVERSION
On average, of
clients purchasing
during Live
Shopping events

19. Case studies

20. 35% Sales Conversion
2000$/Minute
Over $100K

21. Strategic Frequency
25% Sales Conversion 42% Engagement
Exclusive Product

22. Connected Commerce
First Consumer Health Brand Leveraging Influencers
Customer Trust

23. Sold Out in Minutes
Italy’s First Live Shopping Event 49K+ Live Viewers
200K+ Comments

24. 50% New Customers
North America’s First
Beauty Festival

25. Q&A

26. Stand Out,
Sell Live.
www.livescale.tv