"To me, live shopping is the best in-store shopping experience, but online. So, a lot of the people who are on Whatnot have either had their own brick-and-mortar shops or they're streaming all the time. It's like welcoming you into their store. So, you tap into their livestream. You'll see a bunch of the inventory they have. You'll see people in there. You can chat with the person, ask them questions about the product."
"While digital live shopping has been popular for years in Asia, the phenomenon has only recently begun to take off in the U.S., thanks in large part to the rise of retail disruptor Whatnot. The platform's cofounder and CEO, Grant LaFontaine, shares how his team has managed to evoke the feel of in-person shopping inside an online experience, and how Whatnot's breakthrough is influencing other retailers and brands."
Whatnot recreates in-person shopping dynamics through interactive livestreams where viewers browse inventory, chat, and ask sellers questions in real time. Many sellers come from brick-and-mortar backgrounds or stream frequently, creating a storefront-like atmosphere that welcomes viewers. Top sellers combine commerce and entertainment to engage audiences and drive discovery. The app achieved rapid U.S. growth, reaching the App Store top 15 among free apps and No. 2 in shopping apps. The platform emphasizes authentic, community-driven experiences and viral collectible trends as means to differentiate from deep-pocketed competitors.
Read at Fast Company
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