"Live shopping channels for fashion are growing fast, with over 500,000 hours being viewed per month in the UK"
"As we scan our social media feeds on our phones, we are constantly being served some version of commerce disguised as entertainment - a "what I ordered vs what I got" reel, a creator unboxing a haul, or a get-ready-with-me video."
"It's really about bringing the best of an in-store experience directly to your phone. If you were to head to Soho right now, and walk into a boutique... Imagine that boutique owner closing the store for you, and you're there with 50 of your friends."
"This is why live shopping giant Whatnot 's rise matters to Western fashion right now; not simply because "live shopping is growing" (it is), but because it reveals what the next product page, the next returns strategy, and the next "store" might actually look like."
Live shopping channels for fashion are growing rapidly, with over 500,000 hours viewed per month in the UK. Social media increasingly serves commerce disguised as entertainment through reels, unboxings, and get-ready-with-me videos. Whatnot's live shopping app is positioned to capture a majority share of that market. Classic e-commerce product pages with flat images and templated copy fail to convey the tactile, social, and identity-laden nature of clothing. Live shopping offers a person-led, in-store-like experience on phones and represents a potential infrastructure shift that will influence product pages, returns, and stores.
Read at Forbes
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