Key Market Insights

Live commerce is rapidly transforming digital shopping across Europe, fueled by the combination of entertainment and shopping through interactive live streams. Research indicates that live commerce significantly boosts consumer engagement and purchase intention. Influencers play a pivotal role in the success of live commerce, especially in sectors like fashion and cosmetics. Their ability to build trust and engage audiences directly contributes to the effectiveness of live shopping events.

Global growth

McKinsey highlights that live commerce has transformed traditional shopping experiences. The market has grown rapidly, accounting for 10-20% of all e-commerce. Europe is catching up, with live commerce becoming more relevant. The live commerce market size is projected to grow from USD 11.58 billion in 2023 to USD 77.89 billion by 2030.

Regional trends

Platform shift

Many European brands are integrating live commerce into their omnichannel strategies, with social media platforms like Instagram, Facebook, and TikTok playing key roles. However, due to privacy regulations and shifting platform features, many brands are also developing brand-owned platforms to control user data and enhance the shopping experience

Conversion rate

Live commerce experiences, blending real-time engagement and interactive elements, tend to drive conversion rates 10 times higher than traditional e-commerce

Successful Case Study

Zalando, a leading online fashion retailer, has incorporated live shopping events to enhance customer interaction, showcasing product launches and fashion tips through live broadcasts. This approach allows them to engage directly with customers, answering questions in real-time and driving sales

Omnichannel

Brands are increasingly integrating live commerce into their omnichannel strategies, allowing consumers to transition seamlessly between online and offline shopping experiences. This approach enhances convenience and accessibility for consumers.

Brands focusing on offering unique, engaging content that connects with their audiences are more likely to succeed in this space.

Europe Growth

By 2024, the European live commerce market is expected to grow at a compound annual growth rate (CAGR) of approximately 26.8%, driven by increased adoption among luxury and fashion brands, which are using live streaming to engage with younger audiences.

B2B Commerce

While B2C remains a focal point, the digital-first approach in B2B is also rising. YSS can tap into this by offering B2B solutions that help businesses sell through engaging live commerce events to other businesses, mirroring the user-friendly experiences that B2C companies offer.