Do you know about ‘live shopping’?, this online sales technique which allows social network users to purchase products presented by a seller directly in a streaming video ? Still little known in France, live shopping is about to become the new fashionable purchasing technique.
Altavia ShopperMind, the Altavia group consumption trends observatory, conducted a study with Opinionway to probe the interest that the French have today in this commercial phenomenon of already very powerful in other countries of the world, like China. Result : 28 % of French people intend to use it in the next six months. The study by Altavia Shoppermind shows that the interest of the French, and in particular young French women, For live shopping is promising. Indeed, after definition, 24 % of French people say they have already heard of the phenomenon, 27 % of those who have never used live shopping display an interest in it and 37 % express the intention to find out about the live shopping. So finally, 28 % declare that they intend to use it in the next six months. This mode of sale is particularly attractive to women under the age of 25. The phenomenon seems to attract young women. The under 25s are indeed 52 % to display an interest in Live Shopping and 49 % intend to use it in the next six months.
The first young women interested
How to explain the manifestation of such a strong interest in the phenomenon ? The only health context does not explain everything. In addition to the fact that it is a mode of purchase generally judged as innovative (69 % of French) and therefore relevant in the context of health crisis (70 % of French), It also combines the virtues of being practical and easy to access. It also adds an event dimension that increases the attraction of this type of sale. These characteristics are found in the diagnosis made by young women questioned : For more than half of them, Live shopping inspires them confidence, adapts to their needs, save them time and helps improve the image they have of the seller. For the merchant also, Live shopping is a boon, Because it is a new way of weaving links with your client, and allows it to expand its catchment area at an international perimeter.
Significant margin of progression
Few French people are able to spontaneously give a definition of live shopping : 87 % of them say they have never heard of this method of purchase. Furthermore, The effective recourse to live shopping remains limited : Only 3 % of French people have already used it at least once. Z generation, heard as the population under 25, exception : 6 % of them have already used Live Shopping at least once. This percentage rises to 9 % for young women under the age of 25. So, The latter have made use of live shopping three times more than the rest of the population. It should be noted that the phenomenon was born in China where the development of live shopping surfed on the massive development of live streaming which increased by 183 % between 2019 and 2020. This phenomenon could follow the same path in France at a time when all digital practices are strengthened. By combining emotional and performance, Live Shopping is thus established as a consumption practice with very high growth potential in France.
Quantitative study carried out online for Altavia by OpinionWay on February 3 and 4, 2021 with 1007 French people aged 18 and over.
Altavia : Innovative commercial activation
Altavia Shoppermind is the Laboratory of Studies and Prospective dedicated to the trade of the Altavia group, first independent international group, specialized in commercial communication and dedicated to retail. Founded in 1983 by Raphaël Palti, its president and CEO, Altavia offers commercial activation solutions specially adapted to the needs of retailers. The group finds innovative paths, technological and efficient, in the daily commercial performance service of more than 500 brands and shopping brands around the world. Present in 45 countries on four continents, It employs 2,500 employees and achieved a turnover of 650 million euros in 2020.
