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Introducing new product campaigns from Amazon Ads
May 28, 2024 | By Robert Norman, Senior Content Marketing Manager
Shopping has been a part of everyday life for years and continuously adapts to meet the needs of consumers. With livestream video’s increasing popularity, the shopping experience is evolving yet again with the emergence of live shopping.
Livestream shopping, or live video commerce, combines the immersive experiences of in-store browsing with the convenience and reach of online shopping. It’s an interactive shopping experience where shoppers can learn about products and services, see hands-on demonstrations, ask questions, and make purchases—all in real time.
As livestream shopping becomes more common, Twitch Ads, Amazon Ads, and Publicis Media worked together to learn how consumers feel about live video commerce, how they’ve thus far integrated livestream shopping into their lives, and how brands can best show up in the livestream shopping world. Insights from our research study, Livestream Shopping, Today and Tomorrow, reveal how brands are navigating this emerging format at the intersection of content and commerce.
According to a 2022 survey from Coresight Research, roughly one-third of adults in the U.S. have watched a shoppable livestream.1 While livestream shopping is already quite popular in Asia, it is still a relatively new concept for most consumers in the U.S. The format has tremendous potential to grow and transform over the coming years. In our research, 79% of adults who typically shop online had watched a shoppable livestream, including 39% who have tuned in and made purchases.
One of the most important benefits of livestream shopping is its ability to shorten the purchase journey. About 83% of livestream shoppers surveyed agreed that engaging with a shoppable livestream makes it easier for them to decide to purchase a product, regardless of the product or product category.
We asked study respondents to reflect on prior experiences with shoppable livestreams, watch and interact with examples of shoppable livestreams, and complete a survey to better understand what works and what doesn’t work for them.2 If you want to engage livestream shoppers, here’s how:
1 Coresight. “Which U.S. Consumers Are Embracing Livestream Shopping,” Feb 2022, US; n=1638 respondents 18+
2 Amazon Ads and Publicis Media with Latitude Research. Livestream Shopping, Today and Tomorrow. Fielded Jul–Sep 2022. US data. A18–54. n=2,000