The big brands are flocking to “live shopping”

SURVEY – Distribution is increasing operations around this new sales format from China, which combines classic teleshopping with purchases on e-commerce sites.

Home shopping in the 1980s is getting a makeover. These programs which extol the merits of a fitness device or a culinary utensil are in the process of emancipating themselves from the small window at the initiative of distributors and brands. Fnac-Darty, Boulanger, Leroy Merlin, Cultura or Nocibé, to name just a few brands, offer a growing number of “live shopping”, videos broadcast live on the Internet dedicated to the presentation of their products. They are interactive – Internet users can ask questions and interact with the host -, allow the product to be demonstrated in one click, and are designed as real shows, with chef Cyril Lignac or the McFly youtubers as hosts. Carlito.

“A human will always be more convincing than a simple product sheet”, believes Antoine Leclercq, founder of the start-up Caast, which designed the live shopping for these big brands behind the scenes. Sales of AEG brand drills…

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