In the last LSA Live, the event dedicated to retail revolutions, Yves Puget asked us about the Live Shopping and Social Commerce trend: “tele-shopping 2.0” or retail revolution?

These New Retail levers are exploding abroad with figures that make you dizzy. For example, in China the Live shopping industry could represent $315 billion by the end of the year which is more than 12% of the sales in the e-commerce sales in the country. In France, the practice is in development with encouraging initial figures and prospects that could make 2022 the year of massive adoption.

Patrick Oualid, Partner, Digital Experience / Retail, onepoint and Jeremy Dahan, President of GLOBE GROUPE, the first group in Europe entirely dedicated to Shopper and Sales, discussed the keys to integrating Live Shopping and Social Commerce into your strategy and not missing out on its potential.


The pandemic has boosted online shopping and research. With the Internet, consumers are now navigating through a complex array of information and channels faced with an unlimited choice.

With the boost of e-commerce, the general public has seen the emergence of new ways of shopping: Social Commerce and Live Shopping. Two complementary forms of shopping that place the experience, the Human, the interactivity and the proximity at the heart of the commercial approach.

Live shopping describes the combination of live video and e-commerce.

In reality, live shopping includes all forms of interaction between a web user and a retailer in live video or chat with the aim of making a sale. Thus, it is possible for the Internet user to see the products and services up close thanks to the videos, while asking questions to the seller in real time in order to obtain advice.

This innovative e-commerce practice is very often expressed in two ways: 

  • One to one. The brand or retailer allows the online users to seek advice from a live video salesperson, on demand, to make personalized sales.
  • One to many. The brand or distributor creates a meeting around a moment “T” during which several online users can interact around an interactive live video with the possibility of buying the products displayed. These lives can be hosted by salespeople, influencers, celebrities, Key Opinion Leaders, etc. and are part of an event-based sales format.

When one-to-one and one-to-many are complementary, the brand can capture a qualified audience, transform this audience into buyers and animate this community so that it participates in the brand’s influence.

Social Commerce, also known as Social Shopping, refers to all the social interactions that precede or help to conclude a sale. It essentially involves the integration of merchant spaces on social networks, shopping buttons or integrating a social dimension into the purchase (co-shopping, shared or simultaneous purchase, etc.). Via social networks, the purchasing experience is more emotional and the relationship of Internet users with the product is strengthened. Commercial promotion is thus facilitated because exchanges with consumers are more natural.

Live Shopping and Social Commerce break down the boundaries between Marketing & Sales to create a seamless, frictionless shopping journey and offer the best brand experience across all channels. This is an opportunity for brands to lay the foundation for a unified commerce, integrating all forms of interaction with its audience to convert them into buyers. What is certain is that the human element is back in the limelight. In this GIGANTESQUE shopping centre, he informs, reassures and advises the consumer in his shopping experience.


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