Just another form of retail: What brands get wrong about live commerce

Fionn Hyndman

Stickler’s Fionn Hyndman says brands that want to go down the live commerce route may have misconceptions and face roadblocks, but there are ways to avoid some common pitfalls and learn from best practices to ensure that it works.

This article is part of a Spotlight series on social commerce in APAC. Read more

There are lots of macro reasons why live commerce should work. From the ubiquity of smartphones with bigger screens and better battery lives to better data plans and lower costs to consume endless hours of video. There’s also the consumer appetite for that consumption, along with the equally sized hunger for live content, interaction and shopping. The individual ingredients for live commerce are there, but the recipe seems to be ‘just off’.

However, over a billion customers have purchased goods through...

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