Merchants Move Streaming Commerce Off Social Media

As consumers flocked to social networks amid the pandemic to keep up with friends, many brands and retailers saw an opportunity to launch shoppable livestreams, giving people an interactive experience and a sense of connection despite being trapped at home.

Now, almost two years later, even as people have begun returning to pre-pandemic patterns, it looks like streaming commerce is here to stay — but retailers are no longer satisfied keeping their content on Instagram, Facebook and TikTok. Wayfair, for instance, earlier this month launched in-app video commerce with episodes several times per day, and electronics merchant Newegg said last month that it’s testing an app-based livestreaming platform that will let customers communicate with hosts and grab exclusive deals.

“Mobile engagement goes much deeper than simply shopping,” said Montaque Hou, Newegg’s CTO, in the company announcement. “Customers want to hear expert opinions about how products will fit into their lives and engage with those experts within the flow of the livestream. We developed Newegg Live to allow customers to ask questions, comment and react in real time.”

Also see: Wayfair Debuts In-App Video Commerce Offering

And: Newegg Rolls out Mobile Livestream Shopping Platform

Additionally, next week, NBCUniversal plans to launch an interactive livestreamed shopping show over three of the holiday season’s busiest days using Comcast’s cable system and an online marketplace where consumers can purchase goods seen on the show. The program, hosted by TikTok star Remi Bader, will stream across Instagram and Facebook pages controlled by Bravo and E!, as well as in paid programming time on Bravo and the video-streaming hub Peacock.

The show will stream first on Black Friday, with subsequent showings over the following two days. The marketplace, called Bravo Bazaar, launched last week featuring items from “Below Deck,” “Southern Charm” and “Real Housewives,” among other NBC Universal properties.

This isn’t the first time NBCUniversal has dipped its toes into the streaming commerce world. Earlier this year, the company forged a partnership with Facebook to put eCommerce deals on Facebook and Instagram, allowing advertisers to utilize content related to the media conglomerate’s shows and stars.

A Social Aspect 

Beyond just watching and shopping, platforms are also working to make streaming a more social experience. Popshop Live, for example, recently rolled out a feature utilizing the new Apple SharePlay capabilities introduced in iOS 15 that allow iPhone users to watch videos together in supported apps. Popshop Live users can open the app while using FaceTime in order to see what shows their friend is watching, create a group wish list and introduce friends to their favorite shows.

“Our platform puts community at the heart of the shopping experience,” Danielle Li, founder and CEO of Popshop Live, wrote in a blog post. “The integration with SharePlay is just one example of our commitment to creating innovative new community shopping experiences.”

Pinterest also recently launched Pinterest TV, a series of live, shoppable episodes featuring creators and influencers. Episodes will also be available on-demand for consumers to save and rewatch later. This is part of Pinterest’s larger efforts to become a shopping hub, an initiative to which it has dedicated substantial resources in recent months.

Read more: Pinterest ‘Well-Positioned’ as Stand-Alone Business, CEO Says

Social commerce is expected to grow to $50 billion in annual U.S. sales by 2023, up from $36 billion, according to eMarketer.