Goodbye to telemarketing? “Direct shopping”, the Asian trend that dominates our trade

Why Baby Boomers They used to end up seeing TV After spending some time getting started? The presenter explaining the benefits of buying a product was more attractive than just watching ads. Nowadays, with the wide variety of entertainment content available on various platforms and social networks, and the increase in digital consumption, traditional remote shopping is being overtaken by Direct shopping. This innovative direct selling strategy – which originated in Asia – relies on purchasing products through transfers on platforms such as Instagram, YouTube, Twitter, Twitch, Amazon or FacebookShe reached millionaire numbers in China before establishing herself in Europe, and now in Spain.

Live shopping involves purchasing products through live streaming on platforms such as Instagram, YouTube, Twitter, Twitch, Amazon, or Facebook.

This reality is supported by important data. According to a study conducted byStatesmantrade for flow In China on the Douyin platform (TikTok) generated revenue of 1.5 trillion yuan. In Spain the study Direct shopping in spain 2023made by Leap In cooperation with university CEU San Pabloreveals that Direct shopping It witnessed a remarkable growth of 144% compared to the previous year. In addition, most brands organized between 5 to 10 events. Direct shopping Every year. The audience during these events maintained an average stay of more than 5 minutes, with an outstanding engagement rate of more than 30% in most cases.

Teleshopping, both on TV and by phone, has been a feature of society. Baby Boomers. in contrast, Millennial generation Especially Generation Z They are the most active users of social networks, and therefore, Direct shoppingSocial networks have transformed this concept by integrating social communication and interaction in a significant way. As he explains, Carmen MollyFounder and CEO of Stream Plazaan innovative platform Direct shopping Developed by a lecture“he Direct shopping It is a two-way form of communication. During live streaming, consumers can ask questions in real time and get instant answers. This added value makes it possible to resolve doubts and purchase problems in real time, ensuring user satisfaction and security when purchasing.”

Muley (Stream Plaza): “During a live broadcast, consumers can ask questions in real time and get immediate answers.”

In this context, a study was conducted by the consulting company McKinsey Highlights the added value of Interactive that day sharing From consumer life. According to McKinsey, the main reason cited by regular live commerce buyers in Europe for participating in the format is entertainment or fun, closely followed by the opportunity to get better prices and deals while live.

1 in 5 purchases will be “live shopping” by 2026

Big companies like Amazon have not been left behind and have launched Amazon Livea live shopping platform. Social networks have also joined this innovative live telemarketing model. YouTube, Twitter, Instagram, TikTok, and Twitch have all integrated the option to sell products during live streaming. However, Carmen Molly From Stream Plaza highlights the urgent need for brands to improve their platforms. He says that current platforms do not allow direct purchase during a live stream, but instead redirect from one link to another in succession, which greatly lengthens the process and complicates the sales process.

McKinsey in his article The show is on! Live shopping is changing the consumer experienceIt is expected that by 2026 one in five online purchases worldwide will be made via Direct shoppingThis analysis highlights the huge potential of this model, which is completely transforming the TV sales industry. According to the McKinsey study, fashion is leading this sector. Direct shopping By 36%, followed by cosmetics, food, electronics, furniture and automobile companies.

Carmen Molly of Stream Plaza highlights the urgent need for brands to improve their platforms.

In a report to IAP SpainIt is also noted that nearly 70% of professionals in this sector have already integrated platforms or are planning to integrate them. Direct shopping. This trend not only predicts a change in our consumption patterns, but also in our interaction with brands.