Livestreaming has its origins in e-games where it makes sense because it generates multiple revenue streams. Platforms such as Twitch make money off ads, subscriptions, and also take a cut from in-app transactions. Adjusting this model to a broader sales audience remains a challenge.
(May 29): As a retailer, how do you reach millions of customers locked down in their apartments? Livestreaming e-commerce has emerged as one of the hottest trends in marketing and can change the retail landscape, if it is sustainable.
However, the emergence of livestreaming is too Covid-19-specific to predict how it will develop on a macro level. The challenge going forward is to replicate the face-to-face shopping experience and the interaction, and not just rely on the entertainment factor. The transition from entertainment to actual sales will not be easy though.
