It is expected to exceed 250 billion euros! European consumers are gradually becoming addicted to live streaming sales

In China, live streaming has become the most popular sales method for sellers. Especially under the influence of the global epidemic, this shopping method that can bring an "immersive" experience without leaving home can also meet the consumption needs of consumers.

Recently, the trend of live streaming has also spread to Europe, and more and more European consumers are getting the pleasure of shopping by watching live streaming.

According to a survey by supply chain company Arvato, live streaming has become one of the most popular sales channels for European sellers, and 70% of European consumers said they would shop during live streaming.

The survey results of 14,460 netizens from four countries, including France, Poland, Spain and the United Kingdom, showed that 70% of the respondents said they were gradually becoming addicted to live shopping; and 50% of the netizens said that the proportion of live shopping had increased due to the impact of the epidemic.

Among them, European consumers who are interested in live shopping are aged between 32 and 43; clothing products are even more popular among consumers during live streaming.

There is no essential difference between live streaming and traditional TV shopping. However, the media that carries live streaming videos is the Internet and social media. Consumers can watch the live streaming on their mobile phones and tablets. While watching, consumers can click on the purchase link in the live streaming room to complete the order, which is relatively faster and more convenient.

Moreover, during the live broadcast, customers can directly interact and communicate with the anchor and the brand through chatting, giving gifts, etc., and get timely answers to their questions, which is also helpful for understanding the nature of the products and stimulating consumption.

According to the results of a survey conducted last summer, only 20% of the brands surveyed used live streaming to bring goods. So far, more than one-third of fashion and beauty brands have begun live streaming shopping and other activities.

Drawing on the successful experience of Taobao live streaming, Alibaba's AliExpress also hopes to bring China's successful experience of live streaming to Europe. In May 2020, AliExpress's "European Plan" has already started in France, and currently has more than 100 anchors and more than 3,000 live broadcasts. French local brands Qlive and Cibox have also joined the live streaming army through AliExpress.

In addition to AliExpress, e-commerce and social platforms such as Amazon, YouTube, Facebook, and Instagram are also constantly improving and optimizing the function of live streaming. Many businesses also initiate live streaming through their official corporate websites or social media accounts, with Internet celebrities, brand spokespersons, or their own employees as anchors, to increase brand awareness and promote their own consumption growth.

According to Coresight Research, live shopping in Europe will generate more than €250 billion in sales this year alone, and the trend is still rising.

live streaming

Europe