Livestreaming Latest, May 2022

Live shopping has taken off during the pandemic and continues to pick up steam each month. Coresight Research’s Livestreaming Latest series provides regular updates on the variety of approaches that are emerging around the world, across different retail sectors. We present recent market developments and discuss three trends we have seen in the livestreaming space recently. We also offer examples of notable livestreaming events.

Recent Market Developments

• On April 5, 2022, game developer Epic announced that it has integrated livestreaming capabilities into the Fortnite game via social networking service Houseparty. Unlike other streaming platforms such as Twitch and YouTube, which are popular with streamers to broadcast their gameplay in real time, Houseparty’s solution aims to keep the streaming within a group of friends.
• On April 6, 2022, short-video platform TikTok launched a marketing educational initiative, Creative Agency Partnerships University, to help agency and freelance creatives maximize their reach among TikTok audiences. The five-week course of live webinars cover a variety of topics, including data analysis, video content creation, music licensing and creator collaboration. Through the initiative, TikTok is aiming to form new creator partnerships while also enabling agencies to better position themselves to advertise on the platform.
• On April 7, 2022, live shopping platform GoSwirl joined forces with Ascension Performance Media to expand the Swirl livestream platform in the US and North America. The platform also teamed up with brand and communication consultancies Tilt Brand Solutions and Vector Brand Solutions to strengthen its digital offerings and market impact.
• On April 8, 2022, German live-commerce provider Home Shopping Europe (HSE), announced that it has acquired international multichannel network Manycreators, which specializes in creator management.
• On April 11, 2022, Omnicom Media Group announced that it has entered into a partnership with shoppable-video platform provider Firework. The partnership will provide Omnicom agencies with access to Firework’s suite of short-form-video and livestreaming solutions, enabling them to embed live-commerce videos directly into their websites.
• On April 13, 2022, French media company Reworld Media (via its subsidiary Tradedoubler) acquired a 30% stake of the capital of live-video-shopping platform Onbaz to strengthen its business-to-business offering in the live-shopping segment.
• On April 18, 2022, video-based sales enablement application provider Verb recruited QVC veteran producer John Rizzo as SVP of Content and Brand Partnerships to the management team of MARKET, Verb’s livestream shopping platform. Rizzo will bring over 21 years’ expertise as Executive Producer at QVC to the new company.
• On April 25, 2022, Chinese e-commerce platform Meituan launched “Meituan Livestreaming Assistant,” a free tool for online merchants and Internet influencers to help in the creation of live, shoppable video content. Livestream hosts can broadcast at any time using the tool. It improves on the previous livestreaming functions of Meituan’s native livestreaming platform, adding features such as notifications for livestreaming sessions and functionality for group orders and voucher exchange.
• On April 26, 2022, France-based Skeepers, an SaaS (software-as-a-service) solutions provider specializing in customer engagement, acquired live shopping company Spockee. Spockee has previously supported the livestreaming programs of prominent brands and retailers including Maje, Marionnaud, Monoprix, Peugeot and Yves Rocher. The acquisition will provide more digital tools for retail companies to understand consumer behavior and improve the live-shopping experience.

Three Trends We’ve Seen Recently

1. TikTok Live Shopping Is Growing TikTok is aiming to establish an equitable and profitable revenue-share system for retail merchants on the platform. It has added revenue-generating features for its creators in the UK, the US and Canada, and has integrated live shopping features—including in-platform purchase capabilities—in partnership with Shopify. Shopify merchants with a TikTok for Business account can add a Shopping tab to their TikTok profiles and sync their product catalogs to the app to create mini storefronts. We are seeing a slate of brands and retailers use TikTok to compete in the shoppable-video space.

• On April 25, 2022, Android smartphone developer Realme piloted its first live shopping event on TikTok Philippines. Since it launched its TikTok channel in 2020, the brand has generated over 1 million followers and more than 6 million likes, as of the beginning of May 2022. The brand plans to hold frequent live shopping sessions on its TikTok Shop, offering exclusive discounts and launching new products.
• On April 28, 2022, US soft-drink company Soda Folk debuted on TikTok, with a TikTok Shop and shoppable live videos hosted by the platform’s influencers and creators. The company’s account has gained 16,000 likes, and the hashtag #sodafold has attracted 356,700 views, as of May 5, 2022. Soda Folk’s TikTok Shop offers five hero products: Cream Soda, Cherry Soda, Blueberry Muffin, Root Beer and a mixed case featuring the four flavors.

[caption id="attachment_147421" align="aligncenter" width="700"] Soda Folk short videos created by TikTok creators and influencers, using the hashtag #sodafolk
Source: TikTok [/caption]  

• On April 29, 2022, shopping center Westfield UK set up a two-hour live shopping event, “Summer Styled,” on its newly launched TikTok UK account (@westfield), becoming the first physical retail destination to launch shoppable livestreaming on TikTok Shop in the UK. The live show was filmed in a Westfield London studio, hosted by reality TV star Amber Gill and showcased Westfield’s spring/summer fashion items.

2. Media Companies Foray into Shoppable Livestreaming Earlier this year, we noted that media publishers such as Buzzfeed, Condé Nast, Hearst and Meredith are leaning into affiliate e-commerce strategies by building online shopping hubs with their own editorially driven marketplaces. More media companies are now partnering with retail brands in the livestreaming e-commerce space.

• On April 20, 2022, Maybelline and Seventeen magazine hosted a livestream shopping event, “Prom Makeup Looks,” to reach Gen Z shoppers. The event took place on Talkshoplive, and the companies made a recording of the livestream available on seventeen.com after the event. Hosted by brand ambassador Melissa Hernandez, a Maybelline New York makeup artist, the 30-minute show demonstrated various beauty looks featuring lipsticks, concealer, blush and other items from the Maybelline Superstay collection. The live show attracted a 1,670-strong audience. All featured items could be purchased directly through Talkshoplive, with orders fulfilled by Walmart.

[caption id="attachment_147422" align="aligncenter" width="700"] Seventeen magazine’s first live shopping session hosted by Maybelline New York makeup artist Melissa Hernandez (left)
Source: Talkshoplive’s website [/caption]  

• On April 28, 2022, one of the largest newspaper groups in China, People’s Daily, launched its first livestream shopping event, which it hosted on video-sharing app Kwai in tech partnership with Hangzhou Yowant Network. The event promoted the Rural Revitalization Communication Plan, which is helping local farmers in Zhejiang Province in China. The live show featured agricultural produce from Zhejiang, including sweet potatoes, spring bamboo roots and duck tongue. Within four hours, the live broadcast sold more than 1.1 million agricultural products and saw the People’s Daily Kwai account reach 60 million followers.

[caption id="attachment_147423" align="aligncenter" width="620"] People’s Daily live shopping session on Kwai
Source: Kwai App [/caption]   3.  Retail Conglomerates Amplify Their Livestreaming Initiatives Many retail companies began establishing a livestreaming presence last year, working with local tech vendors. Leading retailers and brands such as Carrefour, IKEA, Leroy Merlin and Samsung are now pouring resources into their livestreaming initiatives to increase viewership and online sales conversion.

• On April 28, 2022, French telecom operator Orange launched a live shopping event with electronics manufacturer Samsung in France. With previous experience of livestreaming success in Luxemburg and Spain, Orange aimed to bolster its livestreaming initiatives in its home country through the Samsung event. The 40-minute show featured Samsung products with exclusive deals.

[caption id="attachment_147424" align="aligncenter" width="700"] Orange France’s first live shopping session, promoting Samsung’s products
Source: Company website [/caption]  

• On April 30, 2022, French DIY retailer Leroy Merlin hosted a livestreaming event in Italy. Italian TV presenter Tessa Gelisio, Chef Carlo and in-house sales adviser Roberto Messinese hosted a one-hour livestreaming show, called “Barbecue, what a show!” featuring 35 summer barbeque-related products.

[caption id="attachment_147425" align="aligncenter" width="700"] Leroy Merlin’s live show, hosted by Roberto Messinese, Sales Adviser at the retailer (left), TV presenter Tessa Gelisio (middle) and Chef Carlo (right)
Source: Company website [/caption]  

Other Notable Livestreaming Events

• On April 3, 2022, French clothing brand Morgan held its first live shopping program on its website. The women's fashion brand is the first brand of Group Beaumanoir (which owns Bonobo, Cache Cache, La Halle and more) to test the new shopping format. Morgan teamed up with Spockee for the event, which featured the latest spring/summer collection and was hosted by French model Iris Mittenaere.
• On April 11, 2022, YouTube added a new shopping option for livestreams during the 2022 Coachella Valley Music and Arts Festival (one of North America’s largest music festivals). Viewers could purchase exclusive Coachella products and artist merchandise via YouTube Shopping and interact with one another in real time through YouTube’s live chat function.
• On April 12, 2022, German designer brand Judith Williams launched its first live shopping series on its website. Having previously participated in live shopping sessions with other brands and retailers (including Douglas, dm and HSE), Judith Williams set up its native live-shopping page to foster a loyal customer base.

[caption id="attachment_147426" align="aligncenter" width="621"] One of Judith Williams’ live shopping sessions on its website
Source: Company website [/caption]  

• On April 13, 2022, outdoor accommodation reservations platform Camping.com launched a series of livestream shopping events on its website, co-branded with confectionary brand Haribo. The events introduced a thematic selection of campsites, practical information and discounts on selected products. It is the first company in the tourism sector in France to adopt livestreaming to promote travel services.

[caption id="attachment_147427" align="aligncenter" width="699"] “Holiday in Odalys” live session on camping.com
Source: Company website [/caption]  

• On April 15, 2022, American lifestyle brand Lands’ End unveiled its on-air collaboration with QVC US. The brand, which sells through Amazon and Kohl’s, is deepening its digital marketing strategy by expanding its distribution through the QVC TV selling channel. During its debut on QVC, Lands’ End featured a women’s swimwear line, one of the brand’s top-performing categories. Hosted by the brand’s Senior VP of Design, David Witkewicz, Lands’ End controlled the narrative and the messaging.
• On April 14, 2022, fashion retailer Esprit Germany held a shoppable livestream on its website called “Create Joy,” continuing its 2022 live-shopping program of themed events. The brand then held its “Make Memories” livestream on April 27. Espirit considers livestreaming to be a key segment in its e-commerce department and is currently recruiting a dedicated team, having posted multiple related job openings in April, including for a “Project Manager – Live Shopping.”

[caption id="attachment_147428" align="aligncenter" width="699"] Esprit’s “Create Joy” live shopping session on its website on April 14, 2022
Source: Company website [/caption]  

• On April 14, 2022, Germany-based technology-related news website Netzwelt set up its first live shopping event in partnership with Liveshopping.com to promote electronics products—from outdoor tools to games to gardening products.

[caption id="attachment_147429" align="aligncenter" width="700"] Netzwelt’s first live shopping session on its website
Source: Company website [/caption]  

• On April 22, 2022, US bakery chain Panera Bread launched its Unlimited Sip Club live shopping event on mobile live-shopping app NTWRK to promote its new chicken sandwich. The session, hosted by rapper T-Pain, showcased exclusive items from Puma, Taschen, NIKE and other brands in celebration of the inaugural “Day of Craveable Drops.” For example, one of the items featured in the event was a 24-carat-gold-plated chalice created by T-Pain and celebrity jeweler Greg Yuna. Valued at an estimated $3,000, the chalice was given away to a lucky-draw winner.

[caption id="attachment_147430" align="aligncenter" width="700"] The “Panera + T-Pain: Unlimited Sip Club Chalice” live shopping session with hosts Kylie Mar and T-Pain, and the chalice page on the NTWRK app
Source: NTWRK [/caption]  

What We Think

The latest partnerships and cross-sector collaborations indicate that livestreaming e-commerce is gaining traction across the retail industry globally, as retailers and media companies seek to bridge content with commerce to capitalize on the consumer shift to digital. Implications for Brands and Retailers

• Along with the company’s own advertising, TikTok manages a variety of ad-supported channels across short-form videos, livestreaming and digital—providing an alternative platform for brands and retailers to generate revenue through livestream content. TikTok is embracing brand partnerships that allow other marketers to leverage the power of livestream shopping while putting its content in front of new audiences.
• Media companies provide partnership opportunities for brands and retailers to enhance their livestreaming programs and boost viewership among an expanded customer base.
• Livestreaming offers data-collection opportunities for brands and retailers to learn more about their target audience—and co-branded/partner events provide data-sharing opportunities to maximize insights that can inform future marketing campaigns.