Klarna, like much of the retail world in 2021, is pouring significant amounts of investment into livestream shopping. In December, it broadcast a live fashion show called Livestyle out of its app, and in early March, it held a multi-day “Hauliday” event, in collaboration with Macy’s and the magazine Cosmopolitan. The event was recorded in the flagship Macy’s store in New York, and viewers tuned in through the livestream platform ShopShops.
Sandström sees promise in shoppable livestreams — multi-hour programs where a dedicated host tries on a variety of products, and talks with viewers in the comments. In China, a country that trailblazed the phenomenon, livestream shopping is a $66 billion business. Now, in the U.S., Nordstrom, Amazon, Mall of America, TikTok, Walmart…
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