Nearly Half of Consumers Engage in Live Shopping: Insights and Opportunities for Brands

Rhea-AI Summary

VTEX (NYSE: VTEX) has released new research on live shopping trends, revealing that 45% of U.S. consumers have participated in live shopping events in the past year. The survey of 1,000 adults highlights a growing interest in this shopping format, with 61% of respondents browsing or shopping on Social Video Commerce channels. Key findings include:

- GenZ leads in social platform video shopping (83%), while millennials dominate live shopping (58%)
- Men unexpectedly outpace women in video engagement and live shopping
- 66% shop on social platforms at least monthly, with 32% doing so multiple times weekly
- 55% would engage more if live shopping was more consistently available
- 38% are unsure if their preferred brands offer video commerce or live shopping

These insights underscore the need for brands to adapt their strategies and incorporate more live shopping and video commerce capabilities to meet consumer demand and drive engagement.

Positive

• 45% of consumers have participated in live shopping events in the past year, indicating strong market interest
• 61% of respondents have engaged with Social Video Commerce channels, showing broader adoption
• 66% of consumers shop on social platforms at least once a month, with 32% doing so multiple times a week
• 55% of respondents would engage more with video and live commerce if it was more consistently available
• Men show higher engagement in live shopping, presenting new opportunities for targeted marketing

Negative

• 38% of consumers are unaware if brands they like offer video commerce or live shopping, indicating a significant awareness gap
• Lower frequency of live shopping (12% monthly, 11% multiple times a week) compared to social platform shopping

Market Research Analyst

The survey reveals significant opportunities for brands in the live shopping space. With 45% of consumers engaging in live shopping events and 61% browsing social video commerce channels, there's a clear demand. However, the 38% unaware of brands offering these services indicates a substantial marketing gap.

Notably, men are emerging as unexpected leaders in live shopping, with 48% engagement compared to 42% for women. This presents a unique opportunity for tech and electronics brands to tailor their strategies. The high frequency of social platform shopping (66% at least monthly) underscores the importance of consistent presence in this space.

For investors, this trend signals potential growth in e-commerce platforms offering live shopping capabilities. Companies adapting to this "concierge commerce" trend could see increased customer engagement and sales, particularly in the upcoming holiday season and into 2025.

E-commerce Strategist

The survey highlights a significant shift in consumer behavior towards live and video commerce. With 55% of respondents willing to engage more frequently if available, there's a clear demand-supply gap. This presents a golden opportunity for brands to differentiate themselves and capture market share.

The generational divide is crucial: 83% of Gen Z shop video content on social platforms, while Millennials lead in live shopping at 58%. Brands must tailor their strategies accordingly, focusing on platform-specific content and experiences.

The unexpected male engagement in live shopping (48% vs 42% for women) challenges traditional marketing assumptions. Brands, especially in tech and electronics, should reconsider their target demographics and marketing approaches. The key takeaway: consistency in offering these experiences is important for success in this evolving e-commerce landscape.

Digital Marketing Expert

This survey unveils a critical marketing oversight: 38% of consumers are unaware if their preferred brands offer video commerce or live shopping. This represents a massive opportunity for brands to improve their communication strategies and capitalize on untapped consumer interest.

The data shows a clear preference for social video commerce, with 61% of respondents engaging on platforms like Facebook Live and TikTok Shop. Brands should prioritize these channels in their marketing mix, especially when targeting Gen Z, of whom 83% shop via social video content.

The surprising male engagement in live shopping (48%) suggests a need for brands to reassess their target audience strategies. With 20% of men willing to participate daily in live shopping events, there's potential for significant ROI in male-oriented live commerce initiatives. Brands that can effectively bridge the awareness gap and consistently deliver engaging live shopping experiences stand to gain a substantial competitive advantage.

Key insights from VTEX’s latest survey on live shopping reveal a growing popularity, yet a significant gap in consumer awareness regarding when and where these events are taking place.

NEW YORK--(BUSINESS WIRE)-- VTEX (NYSE: VTEX), the composable and complete commerce platform for premier B2C and B2B brands and retailers, released new research on live shopping and the consumer experience. According to the survey findings, of 1,000 U.S. consumers 18 years old and older, 45% of consumers have browsed or purchased from live shopping events in the past year indicating a strong and growing interest in this shopping format.

As brands and retailers continue to explore the best ways to engage with today’s consumers, the survey findings underscore the growing trend and need for brands to adapt and incorporate more live shopping and video commerce capabilities into their sales strategies.

Key findings from the survey critical for brands and retailers:

Video commerce and live shopping events are rising in popularity

• Nearly half (45%) of respondents said they have participated in a live shopping event hosted on marketplaces like Poshmark or Amazon in the last year.
• More consumers (61%) said they have browsed or shopped on Social Video Commerce channels like Facebook Live, TikTok Shop, YouTube, or Instagram Reels in the last year.

Taking a look at generational differences, GenZ is the largest demographic shopping video content on social platforms with 83% - while millennials are the largest group (58%) participating in live shopping. With critical buying groups and regularly targeted demographic groups showing usage of these channels, brands should ask themselves if they are focusing enough in this area and if they could be doing more.

In a battle of the sexes, an unexpected leader in live shopping emerges

• Interestingly, when it came to who engages with and buys via video, men came out on top in every category of potential video engagement - with 48% of men saying they’ve engaged in live shopping compared to 42% of women.
• 31% of men find discovering new products to be the most valuable aspect of shopping through this channel, and 20% said they would participate in live shopping events hosted by brands on a daily basis if they were consistently available.

For brands with a predominantly male buying audience, live shopping is a strategic opportunity to drive consistent engagement opportunities and product visibility with consumers. Tech and electronics brands, in particular, should adapt their strategies to tap into this highly engaged and potentially lucrative demographic, which is emerging as an untapped powerhouse in live commerce.

Frequent participation shows the importance of social commerce events

• Across all demographics and genders, 66% shop on social platforms like Facebook, TikTok Shop, and Instagram Reels at least once a month with 32% doing so multiple times a week.
• The frequency of live shopping is lower (12% monthly and 11% multiple times a week), 55% said they would shop on all forms of video and live commerce if it was more consistently available. Underscoring the importance for brands to prioritize and do more within these shopping capabilities and channels.

Brands need to increase awareness of these events

• 38% said they aren’t even sure if brands they like and buy from offer video commerce or live shopping.

Brands leveraging these strategies need to assess how effectively they’re marketing these events. With a quarter of consumers lacking awareness, this highlights a significant gap and a clear opportunity to educate and engage potential participants.

“Through our partnerships with enterprise B2C and B2B brands and retailers—who stand to gain significantly by offering more invite-only or personal shopper experiences—we’ve seen firsthand how lucrative live shopping and video commerce can be. These strategies not only boost awareness of new product launches but also highlight special opportunities and promotions,” said Dani Jurado, Executive Vice President of North America at VTEX. “The findings from this survey highlight that U.S. consumers are ready and engaged with live shopping. Interestingly, our experiences with B2B corporate buyers closely align with these consumer trends, indicating a broader opportunity for brands in both sectors to capitalize on this opportunity.”

As brands look toward their end-of-year holiday and 2025 sales strategies, these channels are a great opportunity for future success and growth. “For brands nervous about jumping into the live shopping space, consistency is key. As the data showed, more than half would shop through these channels if it was available more consistently. Don’t focus on becoming an overnight, viral success with one event. Focus on consistently delivering a technically seamless and engaging experience for your consumers, and the rest will follow,” added Santiago Naranjo, CRO, VTEX.

Live shopping and personalized experiences, like live personal shopping, are part of a rising trend where consumers and corporate buyers seek more direct connections with the brands they purchase from—a trend VTEX calls 'concierge commerce.' To explore this trend further and discover how to seamlessly integrate video commerce and live shopping into your buyer's journey, visit here.

Survey Methodology:

This online survey was commissioned by VTEX and fielded by Dynata, a global market research firm, from August, 2024. The survey leverages a consumer mix of 1,000 adult panelists in the United States with demo breaks to ensure consistency and close to national representation for Gender, Age, & Region.

About VTEX

VTEX (NYSE: VTEX) is the composable and complete commerce platform that delivers more efficiency and less maintenance to organizations seeking to make smarter IT investments and modernize their tech stack. Through our pragmatic composability approach, we empower brands, distributors, and retailers with unparalleled flexibility and comprehensive solutions, enabling them to invest solely in what provides a clear business advantage and boosts profitability. VTEX is trusted by 2,600 global B2C and B2B customers, including Carrefour, Colgate, Motorola, Sony, Stanley Black & Decker, and Whirlpool, having 3,500 active online stores across 43 countries (as of FY ended on December 31, 2023). For more information, visit www.vtex.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240917402702/en/

Kate Adams

PAN Communications for VTEX

VTEX@pancomm.com

Source: VTEX

FAQ

What percentage of consumers have participated in live shopping events according to VTEX's survey?

According to VTEX's survey, 45% of U.S. consumers have browsed or purchased from live shopping events in the past year.

Which generation is most active in social platform video shopping based on VTEX's findings?

GenZ is the most active generation in social platform video shopping, with 83% participation according to VTEX's survey.

How often do consumers shop on social platforms like Facebook, TikTok Shop, and Instagram Reels?

VTEX's survey found that 66% of consumers shop on social platforms at least once a month, with 32% doing so multiple times a week.

What percentage of consumers are unaware if brands they like offer video commerce or live shopping?

According to VTEX's survey, 38% of consumers are unsure if brands they like and buy from offer video commerce or live shopping.

How does VTEX (NYSE: VTEX) describe the trend of consumers seeking direct connections with brands?

VTEX refers to the trend of consumers and corporate buyers seeking more direct connections with brands as 'concierge commerce'.