"Live commerce, often dubbed 'shoppable streaming,' involves influencers and hosts demonstrating products in real-time video sessions, answering questions via online chat, and enabling seamless purchases—all within the platform."
"At the forefront of this shift in the beauty sector is eCosmetics, a rapidly expanding online retailer that's leveraging its robust platform to launch eCosmetics Live—a dedicated live shopping experience."
"The appeal? The interactivity: Shoppers can see products in action—swatching lips, testing foundations, and experiencing the product's performance in real-time."
Live commerce merges entertainment with retail, allowing consumers to engage with products in real-time through video sessions. This format, popularized in China, is gaining traction in the U.S. via platforms like TikTok Shop and Instagram Live. eCosmetics is leading this trend in the beauty industry by launching eCosmetics Live, transforming passive browsing into interactive shopping experiences. The model encourages impulse buying through authenticity and urgency, appealing to a generation that values community-driven events and instant access to products.
Read at Forbes
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