Trend Snapshot: COVID-19 special – livestream commerce

Evaluates the potential of livestream commerce, already popular in China, to achieve mainstream adoption in Western markets during the COVID-19 crisis.

Why it matters

With hundreds of millions of consumers confined to their homes during the coronavirus outbreak, digital media usage has surged. Livestreaming offers an opportunity for brands to both entertain and continue to sell products while physical outlets are closed.

Takeaways

  • For many consumers, shopping represents an “anxiety-reliever”, and users may welcome a distraction from the pandemic. Advertisers must ensure that they are able to fulfil any orders during the lockdown imposed in many countries.
  • Unlike their Chinese counterparts, Western digital platforms have been slow to connect content with commerce. However, the likes of Amazon (with Amazon Live) and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands