From QVC to TikTok: Is Live Shopping the Future of Retail, or Just a Flash in the Pan?

Remember late-night TV shopping? Back in the day, it felt revolutionary, a chance to snag a bargain from the comfort of your sofa, watching someone enthusiastically demonstrate a vegetable slicer or a "miracle" cleaning product. It was appointment viewing for a certain crowd, and it paved the way for what we're seeing now: live shopping. This time, things are on a much grander scale, and the audience is massive. Think of live shopping as QVC on steroids, fuelled by social media, influencers, and a generation that's grown up with instant gratification.

But is it the real deal, or just another shiny object distracting retailers from what truly matters? Let's unpack it.

Live Shopping: A Quick Definition

Live shopping has exploded into a $512 billion (£418 billion) market and is projected to account for up to 20% of all ecommerce sales in the UK by 2026. It’s meant to help consumers make smarter choices by curating products and getting them closer to the items. The appeal is direct, personalised interaction with both the product and its promoters.

Essentially, it's a real-time, interactive shopping experience where influencers or brand representatives showcase products, answer questions, and offer exclusive deals – all while viewers can purchase directly through the platform. Think of it as a modern-day infomercial, but with a heavy dose of social media flair.

The Key Ingredients for Live Shopping Success

Live shopping isn't a guaranteed slam dunk. To make it work, brands need:

An Engaged Social Following: You need an audience to tune in! Building a loyal following on platforms like Instagram, TikTok, or Facebook is crucial.

Strong Visual Products: Products that look great on camera and are easy to demonstrate are ideal.

Interactive, High-Quality Content: Boring livestreams are a recipe for disaster. You need engaging hosts, dynamic visuals, and interactive elements like polls, Q&A sessions, and giveaways.

The Right Resources and Ability to Create Content: You need a team who can help you with creating content. Are you ready to invest time and money into this venture?

It's like throwing a great party, you need the right venue, the right music, and the right guests to make it a success.

Live Shopping: The Brands Are Taking Note

Retail brands are taking note, with eBay, Poshmark, Zara, Shein and Amazon all experimenting with the format. AliExpress also made its livestream shopping debut in the UK in 2024, in a partnership with Vogue Business, launching with an ‘It Girls’ influencer campaign starring Love Island alumnus Olivia Attwood. These big players are investing significant resources in exploring live shopping's potential. They are likely to invest more if they see a decent ROI.

QVC vs. Live Shopping: What's the Difference?

At first glance, live shopping might seem like a simple rehash of QVC or TV shopping. However, there are some key differences:

Platform: TV shopping is confined to traditional television, while live shopping takes place on social media platforms, e-commerce websites, and dedicated live shopping apps.

Audience: TV shopping typically targets an older demographic, while live shopping appeals to a younger, more digitally savvy audience.

Interaction: Live shopping offers a much higher level of interaction than TV shopping, with viewers able to ask questions, leave comments, and participate in polls in real-time.

Influencers: Live shopping often features influencers and content creators, leveraging their existing audience and credibility to drive sales.

Speed: Customers expect a speedy turnaround now. Not only do they want the product quickly, they want information quickly too.

Ultimately, live shopping is more dynamic, engaging, and personalised than its TV shopping predecessor.

When to Jump In?

Not sure when to take the plunge? Peak shopping seasons and product launches are both effective places to start. This allows you to capitalise on increased consumer demand and generate buzz around new products. It's always worth speaking to the team here at Nicholas Alexander to find out how to navigate all of these new developments, what kind of strategy and what leadership you need in place to reap the benefits of this new wave.

Live shopping has the potential to revolutionise the way we shop. But as with any new technology, it's important to approach it with a healthy dose of skepticism and a clear understanding of the challenges and opportunities involved. So, is it the future, or a fleeting trend? Only time will tell. But one thing's for sure: it's worth watching.

Best regards,

Maarten Jonkers

CEO, Nicholas Alexander Executive Search