61% of consumers under 55 express interest in live shopping
experiences
SANTA CLARA, Calif.,
May 8, 2024 /PRNewswire/ -- Agora,
Inc. (NASDAQ: API), a pioneer and leading platform for
real-time engagement APIs in the interactive live shopping sector,
today announced the results of a commissioned study examining
consumer perceptions surrounding live shopping.
Live shopping is anticipated to grow into a mainstream online
retail avenue, significantly transforming the consumer shopping
experience. As retailers and marketplaces strategically position
themselves to harness this burgeoning trend, they are shifting
focus to curating immersive, unforgettable experiences that
transcend the digital realm and provide a competitive edge in the
evolving marketplace.
"To create successful live shopping experiences, online
retailers and marketplaces must first understand their customers'
behavior, preferences, and motivations," said Joe Kwong, Director of E-commerce at Agora.
"Through these insights, they can enhance interactivity and curate
exclusive offerings that truly resonate with customers, going
beyond selling products to create immersive experiences that
redefine retail as we know it."
For the study, Agora surveyed over 1,000 consumers on their
perception of interactive livestream shopping events, uncovering
divergent views on interest, benefits, and influential factors
across different age groups. Here's a closer look at what they
found.
Shifting Tides in E-Commerce
Interactive live streaming shopping experiences are quickly
becoming a cornerstone in the future of e-commerce, with nearly
half (46%) of respondents expressing interest in live stream
shopping events. However, despite this increasing popularity, 28%
of consumers continue to favor traditional online shopping, while
only a quarter of respondents don't see the appeal of live shopping
events at all.
Taking a deeper look at these trends the survey revealed
intriguing age-based differences in attitudes and perceptions
towards live interactive streaming shopping events, with 61% of
the under 55 group showing interest in live shopping
experiences, while 71% of the 55+ group were uninterested or
preferred traditional online shopping.
Despite these differences, product demonstrations, exclusive
deals, and convenience emerged as key influencing factors across
age groups.
"While younger consumers are more receptive to the immersive and
interactive nature of live shopping events, older shoppers'
reluctance to embrace this new format underscores the need to
strike a balance between innovation and familiarity," said
Joe Kwong, Director of
E-commerce at Agora. "By tailoring their strategies to cater
to the customers' diverse expectations, brands and retailers can
create engaging and meaningful live shopping experiences that
resonate across generations."
Key Drivers for Live Shopping Engagement Identified
Consumers are clear about what draws them to live interactive
streaming shopping events. Convenience emerged as the predominant
factor influencing consumer participation in these events, 40% of
respondents highlighted ease of shopping as a primary motivator,
underscoring live shopping events' ability to further enhance the
online commerce experience.
Product demonstrations followed closely – 36% noted the ability
to products in action as an influencing factor. Nearly a quarter
attributed some form of interactivity – such as, engaging with
influencers (15%) or interacting with other shoppers (9%) – to
their decision to participate in live shopping events.
"As we look to the future of online retail, it's clear that
creating live shopping environments that not only prioritize
convenience but also deliver engaging, immersive experiences is
critical," said Joe Kwong, Director
of E-commerce at Agora. "Retailers who can successfully integrate
features that center real-time interactions and engagement will be
well-positioned to thrive in the evolving landscape of live
shopping and beyond. The key lies in striking the right balance
between convenience and immersion, crafting experiences that
seamlessly blend the two to meet the changing expectations of
today's consumers."
Real-Time Interaction and Entertainment Drive Live Shopping
Appeal
It's becoming evident that live shopping is striking a chord
with consumers who value its immediacy and engagement. Live
commerce is rapidly becoming an important component of the online
retail experience. According to the study, 27% of consumers view
real-time interaction—the ability to inquire and receive instant
feedback—as the principal benefit over traditional online shopping.
The entertainment factor is not far behind, with 21% of shoppers
finding live streams more engaging and fun, transforming shopping
from a chore into an experience. Additionally, 23% are attracted by
the lure of exclusive deals, often only available during these
events.
"Consumers are waiting for that additional nudge when making
online purchases—a demonstration of value, an assurance of
convenience, or perhaps a personalized experience that can pull
them fully into the fold of a live shopping experience, " said
Joe Kwong, Director of E-commerce at
Agora. "They're seeking more than transactions; they're seeking
connections. Live shopping's interactive nature satisfies this
desire, turning shopping from a solitary task into a shared
experience."
For more information about Agora's livestream shopping
capabilities, please visit:
https://www.agora.io/en/solutions/live-shopping/
About Agora
Headquartered in Santa Clara,
California, Agora is a pioneer and global leader in
Real-Time Engagement Platform-as-a-Service (PaaS), providing
developers with simple, flexible, and powerful application
programming interfaces, or APIs, to embed real-time voice, video,
interactive live-streaming, chat, whiteboard, and artificial
intelligence capabilities into their applications.
Logo -
https://mma.prnewswire.com/media/240347/agora_inc_logo.jpg
View original
content:https://www.prnewswire.co.uk/news-releases/survey-consumers-want-more-live-interactive-shopping-events-302139312.html