1. Live shopping is here to stay but needs to be adapted to the specific situation of each retailer and target audience. To ensure that value last over time, retailers should integrate live shopping events in the overall content strategy.

2. The appropriate design of a live shopping event will depend on whether you have a short-term (sales) vs. long-term (brand) objective. If short-term more attention should be on promotional tools, if long-term more attention on content and relationships.

3. The social interactions in live shopping can provide useful feedback. This means that live shopping could be a way to test new products and assortment as well as work to strengthen relationships with consumers.

2021-05-19