How Retail Brands are Investing in Live Selling

  • Burberry participated in Tmall’s Collection fashion show which was streamed on the Tmall website. The show was a “See Now, Buy Now” stream, meaning viewers could purchase the items going down the runway using their mobile phones.
  • Tommy Hilfiger has participated in Amazon Live, the eCommerce platform’s live streaming program. The brand has also been active on various live sales platforms in China where live shopping has been a trend even before the pandemic. In 2020, the brand decided to take ownership of how the products are presented by streaming a show on their own website. Tommy Hilfiger extended the live selling platform to Europe and North America where one show reportedly attracted an audience of 14 million and sold 1,300 hoodies in two minutes.
  • Maybelline hosted a show called “Make it Happen”, with Angelababy and internet celebrities — known locally as “internet reds” — trying and choosing new lipstick products from Maybelline. Maybelline was able to sell 10,000 lipstick products in China within two hours by leveraging the influence of celebrities and key opinion leaders.
  • Urban Decay, Lancôme, NYX Cosmetics, Kiehl’s, and It Cosmetics are some of the brands under L’Oreal, that started doing shoppable live streams on their respective websites. These live streams featured celebrities and influencers doing makeup tutorials and skin care routines. The stream also included various discounts and giveaways plus free shipping on all orders that are ordered on that day.



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Nirmal Raj

Nirmal Raj


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