It has been reported that there is a “new trend” in Germany’s e-commerce market — e-commerce live streaming. Livestream shopping is still in its infancy in Germany, but has already captured the interest of most consumers, according to GetApp. The survey results show that although 67% of consumers are familiar with the concept of live streaming shopping, only 33% of consumers have personally experienced live streaming shopping, and nearly 40% of respondents who have not yet experienced live streaming shopping say they are very interested in it, which indicates that it has great potential for development in Germany.
Of those who have already livestreamed a shopping event, the vast majority (66%) have done so using social media platforms like Instagram and TikTok. Consumers choose live online shopping because these events allow them to discover new brands and products (34%), buy goods online (30%) and have entertainment experiences (29%). Clothing and fashion, food and beverage, and electronics are popular categories of goods frequently purchased through live streaming shopping. Seventy percent of consumers who watched the livestream said they had purchased products seen at such events.
According to the survey, Internet celebrities (34 percent) and product experts (29 percent) are considered the most suitable hosts for livestreaming shopping events. Younger consumers prefer Internet celebrities as hosts because their marketing is mainly aimed at this target group. Older consumers, by contrast, are more likely to accept product experts’ explanations.
Post time: May-29-2023