Live streaming shopping trending up in Malaysia

Part of the crowd shopping at the sogo efter second day of sst.(02/09/2018/S.S.Kanesan/ The star).

KUALA LUMPUR: As shoppers' desire for real-time interaction grows, online shopping is now moving beyond just clicking on a shopping platform.

In Malaysia, live-streaming shopping is becoming increasingly popular through various platforms, especially Facebook, as more and more retailers embrace the latest digital trend to attract savvy consumers.

Looking at the exponentially growing trend, big online shopping players are adding new live-streaming features to their platforms.

Lazada, in particular, has added such a feature into its mobile app which mirrored its parent company Alibaba's live-streaming sales feature in China.

According to Lazada, in a recent statement, live-streaming shopping is huge in China with revenue through this e-commerce tool likely to grow 32% to hit US$4bil this year.

“Our in-app live stream is also an avenue for emerging brands and new sellers on Lazada to attract followers and comments,” it said.

Iprice Group, head of content marketing, Malaysia, Jeremy Chew said a similar approach was emulated by Shopee and Lelong, with unique product offers being made available through live videos streamed on Facebook.

He said more and more e-commerce players introduced creative features to woo online shoppers, especially in the last quarter of 2018, which was a critical period for year-end sales.

Chew said based on Iprice's research, the ‘'12.12 Sale'' was the most searched online sales event this year, where various mobile-specific promotions across online platforms in Malaysia were introduced.

Beautician at AP and Nraz Sdn Bhd, Eira Lilo Nasir said in a bid to stand out from its competitors, the company had to adapt to the evolution of consumers' need.

She said beside organising make-up class to create awareness about the company's brand, live streaming tutorial helped the company reach a wider and various audience.

Eira told Bernama hundreds of online users participated in every session of live streaming organised by the company.

She said higher sales can be recorded during promotion periods.

Shopaholic Nur Natrah Mansor said she spent a lot of time browsing her mobile phone rather than the desktop computer.

Hence, she enjoyed live shopping very much as it consumed less time compared to browsing on app or website platform.

“Real time engagement with sellers and live product demonstrations gives me a real perspective of the quality of the product I'm buying.

“Especially when you buy make up. Last time, I have to walk in to a shop to figure out which foundation will really suit my type of skin but now live demonstrations really help me to figure out the best products for me,” she added. - BERNAMA

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