Five in the afternoon finds someone turning on their phone, opening TikTok, and watching a live stream from their favorite clothing brand. On a TV stage, several fashion-forward influencers unveil items from a new autumn collection. Have a question? No worries—the live chat handles queries in real time, and the beloved influencer answers them on the spot. If a piece catches the eye, it can be purchased in seconds with the same mobile device, right from the comfort of the couch. Live shopping, the telemarketing twist you might know, is spreading far more than many realize: hundreds of brands across a wide range of sectors, including Carrefour, Ikea, Conforama, and soon Inditex, are leveraging social networks in Spain to lure customers.
Inditex has been the latest company to announce content focused on its women’s collections on its own website and app in the United States, the United Kingdom, and other European markets, including Spain. The aim is to deliver an experience that blends fashion and entertainment, according to the company led by Marta Ortega. Yet this marks only the latest plunge into this new sales arena. Zara joined live shopping in November 2023 through the Chinese platform Douyin (the precursor to TikTok) with a five-hour weekly show aired every Thursday from a Shanghai studio. Beauty brands are not far behind either. Sephora and Lancôme have used influencers from the sector, such as The Doll Beauty, to showcase products live on their Facebook accounts. Others, like Orange, sell technology products through their website, and Carrefour used this strategy to present Christmas toys and promote wines live.
Live streaming sales surged notably in 2023, rising 144% in our country compared with the previous year, according to data from the second Live Shopping in Spain study, dated 2023 and produced by The Jump Live Commerce in collaboration with CEU San Pablo University. More brands are joining this phenomenon that traces its roots to China: the number of companies that conducted more than ten live shopping events grew 14.4% in the last year, and streams drawing over 1,000 viewers recorded a 30% increase.
The trend has matured to the point where it doesn’t always require a single host. In November 2023, aligning with discount periods, production company Señor Mono, the tech partner VTEX, and eCommerce specialists Marketing4Ecommerce managed to bring together brands like Nike Cosmetics, Conforama, Braun, and Xiaomi in a multi-brand event called BlackShopping, hosted by influencers such as Carolina Iglesias and Carlos Santa Engracia, alongside celebrities like MotoGP champion Marc Márquez and Cesc Escolà. Notably, brands aren’t limited to human presenters anymore. Ikea introduced an AI-powered virtual host to showcase new catalog items in a live stream visible on its social channels and on its website. What does this marketing approach offer to brands and their audiences?
Interactivity and exclusivity drive value in this channel. The origin of live selling traces back to 2016 when the Chinese group Alibaba created Taobao Live. Over the years, this marketing format has grown in popularity in China, moving a substantial amount of money in recent years and expanding to Europe as online shopping expanded during the pandemic. If shopping used to mean a quick purchase from a phone or computer, live shopping adds a crucial layer: direct, real-time interaction between brand and consumer.
Now the consumer seems to command the dynamic. A professor from OBS Business School notes that the market is fighting for the ultimate customer relationship, which remains the key to long-term survival. New technologies, including embedding a live stream on a brand page or using social networks, enable greater speed, flexibility, and direct dialogue with customers. The advantage lies in simultaneous live interaction and immediate answers to questions that potential buyers have as they watch. Consumers no longer want endless scrolling; they crave tailored attention aligned with their tastes.
The value of this customer-brand relationship rests on three pillars. First, credible voices and lifestyle alignment present products with an authentic aura. In these cases, brands lean on influencers who resonate with target audiences, supported by on-camera product experts who highlight benefits and address queries in real time. Second, exclusivity matters. People want to feel they are getting access to limited items within a specific time window, ideally with savings attached. Finally, direct-to-consumer approaches let brands bypass traditional distribution channels and measure return on investment instantly, gaining insight into what resonates with buyers and how fast.
[Source: The Jump Live Commerce study, 2023; CEU San Pablo University]