In Europe in particular, few major retailers have integrated live shopping into their repertoire. This poses the question; How will the live shopping ecosystem develop and how can new players enter the game?
As social apps such as Instagram already have shoppable live streaming features, it seems logical that they could become the hosts of future live shopping. European CPGs, who up until now have only tested the waters of live shopping, will need to scale up to find their place in this ecosystem. And with D2C operating models increasing in CPG, they should consider extending channels even further towards live shopping.
There are macro as well as company-specific factors: bandwidth is a potential obstacle in EuropeThe live shopping boom in China was enabled by strong LTE coverage and the accelerated 5G roll-out in 2020.