1、 1 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Executive Summary Livestream shopping will continue connecting retailers to shoppers through 2023,creating new opportunities for companies across the retail space.T

2、he channel is particularly relevant to Gen Zers,who prioritize convenience more than older generations.We explore 10 key trends shaping livestreaming e-commerce in 2023 and beyond.Market Scale and Opportunity 2023 will see the livestreaming e-commerce market grow to an estimated$32 billion.We expect

3、 livestreaming e-commerces share of the total e-commerce market to grow rapidly,accounting for more than 5%of total e-commerce sales by 2026.Coresight Research Analysis As retail companies are increasingly rethinking the role of shoppable livestreams in their overall business strategy,they will use

4、emerging retail tech and a variety of livestreaming formats to meet consumer demand and deliver personalized experiences.Brands and retailers with successful livestreaming campaigns understand the importance of consistently scheduling streams and meeting consumer demand for interactive livestreams,d

5、iscounts and giveaways.While various retail verticals have adopted livestreaming,educational content and transparent information remain key strategies to maintain loyal customers for companies across the retail space.Marketers are looking to capture customer testimonials and partner with industry ex

6、perts and knowledgeable influencers to provide consumers with authentic and informative content.What We Think We expect livestreaming engagement will continue to grow through 2023 as retail companies vie for a share of shoppers wallets by establishing connections and building trust via livestreams.A

7、s the livestream channel continues to expand into new sectors,such as home improvement and grocery,informative content and creative collaboration will be key in growing and maintaining an audience.Deborah Weinswig CEO and Founder Coresight Research 10 Key Trends Shaping Livestreaming E-Commerce in 2

8、023 Deep Dive 2 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.CONTENTS Introduction.3 Market Scale and Opportunity.3 10 Key Trends Shaping Livestreaming E-Commerce in 2023:Coresight Research x Bambuser Analysis.4

9、Utilize Emerging Technology.5 1.Companies Will Use Multiple Platforms To Reach More Viewers.5 2.Effectively Meet Target Consumers by Analyzing User Data.6 3.Livestreaming Can Support Personalization Strategies.7 Promote Livestreaming Programs.8 4.Regular Scheduling Encourages Return Viewers.8 5.Ince

10、ntives Will Drive Sales.9 Transform Content To What Consumers Desire.10 6.Livestream Shopping Will Expand to New Retail Verticals.10 7.Livestreams Will Include More Educational Content.12 8.Consumer Demand for Transparency Will Increase.13 Partner With Talent To Expand Online Communities.14 9.Authen

11、tic Conversations Will Drive Organic Viewer Growth.14 10.Company Livestreams Will Create New Online Communities.15 What We Think.15 Implications for Brands/Retailers.15 Implications for Technology Vendors.15 Methodology.16 Appendix:About Coresight Researchs RESET Framework.16 3 Deep Dive February 1,

12、2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Introduction In Western markets,livestreaming e-commerce adoption has accelerated over the past two years,indicating a shift in the way consumers engage with brands and retailers.Coresight

13、 Research has identified livestreaming and social commerce as key trends to watch in retail and component trends of Coresight Researchs RESET framework for change.That framework provides retailers with a model to respond to short-term consumer needs while securing longer-term success(see the appendi

14、x of this report for more details).This report explores 10 key trends shaping livestreaming e-commerce and explores market opportunities across four categories:1.Beauty,grooming,personal care and fragrance 2.Apparel,footwear,jewelry and accessories 3.Home furnishing,appliances and electronics 4.Food

15、,packaged goods and supplements We analyze retail companies investments and consumers expectations in the livestreaming space,leveraging findings from three Coresight Research surveys conducted within the last seven months,including US consumer surveys and a business-to-business(B2B)survey of brands

16、,retailers and manufacturers in North America and Western Europe that use livestreaming(see the methodology at the end of this report for more details).This Custom Report is sponsored by Bambuser,a software-as-a-service(SaaS)company that provides live-video shopping solutions.Bambuser is based in St

17、ockholm,Sweden,and has a global office network.The company provides two live shopping solutions:One-to-Many and One-to-One.One-to-Many empowers brands to communicate with an endless audience of customers via hyper-engaging shoppable livestreams or pre-recorded video.One-to-One is a personalized live

18、 shopping solution that enables brands to invite customers into spontaneous or scheduled two-way,shoppable video calls.Market Scale and Opportunity Livestreaming e-commercealso known as live-video commerce or live shoppingis a major phenomenon in China,where the market grew 20X from 2017 to 2019,Cor

19、esight Research estimates.The channel is still emerging in the West but is gaining traction quickly:we expect the US livestreaming e-commerce market to total$31.7 billion by the end of 2023,nearly triple its 2021 size,as shown in Figure 1.We estimate that livestreaming e-commerce accounted for just

20、under 1.0%of the total e-commerce market in the US in 2020;however,we expect its market share to grow rapidly,accounting for more than 5%of total e-commerce sales by 2026.By comparison,in China,where the market is more established,livestreaming e-commerce will account for 17%of total online sales by

21、 2026.More than two-thirds of Chinas Internet users,which total some 703 million,are active livestream viewers as of 2021,according to the China Internet Network Information Center(CNNIC).Livestreaming e-commerce is set to become a$32 million wave of change,and businesses need to ready themselves no

22、w.This report explores 10 key trends shaping livestreaming e-commerce.4 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.In our June 2022 B2B survey,nearly half of surveyed companies(46%)currently using livestream sh

23、opping in the apparel,consumer electronics and general merchandise sectors reported revenue generation as a primary benefit of livestreaming e-commerce.Figure 1.US Livestreaming E-Commerce Market Size(Left Axis;USD Bil.)and Penetration(Right Axis;%of Total E-Commerce Sales)Source:Coresight Research

24、10 Key Trends Shaping Livestreaming E-Commerce in 2023:Coresight Research x Bambuser Analysis Retail companies are increasingly recognizing the revenue-generating potential of livestreaming e-commerce,with Western marketers across retail verticals strategically tailoring their livestream shopping ca

25、mpaigns to meet their targeted audience through customized approaches.For instance,beauty companies often use WhatsApp for one-to-one consultations,while home-improvement companies leverage industry experts to provide educational value during one-to-many sessions.We categorize the 10 trends shaping

26、livestreaming e-commerce in 2023 into four broad recommendations for brands and retailers:utilize emerging technology,promote livestreaming programs,transform content to what consumers desire and partner with talent to expand online communities.We present the trends in Figure 2 and explore each in d

27、etail below.$5.6$11.1$20.2$31.7$44.3$56.7$67.80.8%1.5%2.5%3.5%4.0%4.7%5.2%0%2%4%6%$0$20$40$60$802020202120222023E2024E2025E2026ELivestreaming E-Commerce SalesLivestreaming E-Commerce PenetrationMarket Growth,2023E:YoY(vs.2022)57%Yo2Y(vs.2021)186%5 Deep Dive February 1,2023 Deborah Weinswig,CEO and F

28、ounder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Figure 2.Achieving Success in Livestreaming E-Commerce in 2023:Four Recommendations,10 Trends Source:Coresight Research Utilize Emerging Technology 1.Companies Will Use Multiple Platforms To Reach More Viewers On averag

29、e,US consumers each use 2.5 platforms to watch livestream shopping events,according to our US consumer survey conducted in December 2022.Retail companies expect to reach these viewers by tapping multiple channels in return:surveyed companies used an average of 3.9 platforms for livestreaming in the

30、12 months prior to our B2B survey,conducted in June 2022.Although social media and video-sharing channels dominate the current livestreaming space due to their massive user bases,brands and retailers are beginning to host livestreams on their owned platforms to strengthen shopper loyalty and collect

31、 first-party user data.Per our December 2022 survey,one-quarter of surveyed livestream viewers have watched shoppable livestreams on a retailers owned website or app,while 21%have watched via a brands websites or app.We expect the role of brands and retailers websites and apps will grow in the lives

32、treaming space,despite the dominance of social media platforms.6 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Figure 3.Retail Companies:Platforms Used for Livestreaming(%of Respondents;Left);US Livestream Viewers

33、:Type of Platforms on Which They Have Watched Shoppable Livestreams in the Past Three Months(%of Respondents;Right)Base:220 respondents whose organizations currently use livestreaming as a sales or promotional channel,surveyed in June 2022(left);510 US respondents aged 18+who had watched a shoppable

34、 livestream in the past three months,surveyed on December 20,2022(right)Source:Coresight Research 2.Effectively Meet Target Consumers by Analyzing User Data Our B2B research indicated that almost half(46%)of surveyed companies have collected and analyzed data from livestream shopping events to gener

35、ate detailed customer insights.User data empower sales and e-commerce teams to spend time engaging with targeted customers and craft the right assortment,advice and personalized customer communications.Specific user behavior data help companies adjust their strategies to more effectively meet their

36、target customers.For example,our latest consumer survey found that 20%of US livestream viewers are likely to watch live shopping in the afternoon(between 1:00 p.m.and 4:00 p.m.)a time slot that is particularly popular with Gen Zers(aged 1825).Meanwhile,millennials(aged 2641)and Gen X(aged 4257)prefe

37、r to watch shoppable livestreams in the evening,around 7:00 p.m.to 9:00 p.m.(see Figure 4).Retail companies can use such data to inform the scheduling of their livestreaming programs to capture relevant viewers.To increase the effectiveness of livestreaming campaigns,brands and retailers should seek

38、 to understand nuanced behaviors among different 55%52%46%30%28%28%26%24%22%14%14%7%Facebook LiveYouTube LiveInstagram LiveAmazon LiveCompanys ownwebsite/appTwitterSnapchatTwitch LiveTikTokPinterest TVTalkshopliveQVC/HSN/HSERetail CompaniesUser data empower sales and e-commerce teams to spend time e

39、ngaging with customers and crafting personalized customer communications.Owned websites and apps have great potential to become key livestream shopping channels for retailers and brands 21%23%24%30%31%53%64%Brand website/app(Este Lauder,NIKE,etc.)Livestreaming platform(Talkshoplive,ShopShops,etc.)Re

40、tailer website/app(Walmart,Nordstrom,etc)TV network website/app(QVC,HSN,ESPN,etc.)Online marketplaces(Amazon,BuzzFeed,etc.)Video-sharing(YouTube,TikTok,etc.)Social media(Instagram,Facebook,etc.)US Livestream Viewers 7 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Cop

41、yright 2023 Coresight Research.All rights reserved.consumer groups(not just differentiated by age)and the categories in which their business operate.Figure 4.US Livestream Viewers:Time of Day They Are Most Likely To Watch a Shoppable Livestream(%of Respondents)Base:510 US respondents aged 18+who had

42、 watched a shoppable livestream in the past three months,surveyed on December 20,2022 Source:Coresight Research 3.Livestreaming Can Support Personalization Strategies Our analysis reveals that surveyed consumers and retail executives are closely aligned on offering one-to-many livestreaming events:2

43、6%of surveyed companies cited it as the“most appropriate”format for their customers,while three in 10 livestream viewers prefer the one-to-many format for live shopping sessions,underlining the popularity of the format(Figure 5).However,retail companies are less likely to organize one-to-a-few lives

44、tream sessions(cited by 18%of surveyed companies as the“most appropriate”format for their audience),while more than three in 10(31%)livestream viewers prefer this format,signaling consumers appetite for a more personal type of live shopping.Although the one-to-one format was cited as their preferred

45、 format by only 15%of livestream viewers,we expect consultation-type live shopping event to grow in popularity as more companies adopt a personalized approach to the channel.While the one-to-many livestreaming format will continue to be effective for brands and retailers in reaching more consumers,r

46、etail companies should begin to explore offering one-to-one or one-to-a-few events to connect with their customers on their specific needs and provide a personalized service,which may improve conversion and brand loyalty.11%15%26%30%12%4%1%8%15%15%15%16%21%9%4%8%7%19%24%24%13%11%9%11%27%18%20%5%0%10

47、%20%30%40%50%60%70%80%90%100%Early Morning(7:009:00 a.m.)Morning(9:0011:00 a.m.)Lunchtime(12:001:00 p.m.)Afternoon(1:004:00 p.m.)Early Evening(5:007:00 p.m.)Evening(7:009:00 p.m.)Late Night(10:00 p.m.12:00 a.m.)58+425726411825Companies should experiment with a range of formats as part of their lives

48、treaming strategies,including one-to-a-few and one-to-one sessions.Younger audiences are more likely to watch livestreams earlier in the day 8 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Figure 5.Retail Companie

49、s:Most and Least Appropriate Livestream Shopping Event Formats for Their Customers(%of Respondents;Left);US Livestream Viewers:Most Preferred Livestreaming Format(%of Respondents;Right)Respondents were asked to rank the options most and least appropriate for their companys customers(left)Base:220 re

50、spondents who are currently using livestreaming as a sales or promotional channel,surveyed in June 2022(left);510 US respondents aged 18+who had watched a shoppable livestream in the past three months,surveyed on December 20,2022(right)Source:Coresight Research Promote Livestreaming Programs 4.Regul

51、ar Scheduling Encourages Return Viewers Early livestream adopters have found that the pace of communication is just as important as the quality of interactions and the information shared with viewersregular content is essential to growing a loyal customer base.Skilled marketers maintain a regular li

52、vestreaming schedule,establishing a daily,weekly or monthly cadence,depending on their intended audience and livestreaming format.Our proprietary surveys found a critical point on which companies and customers align:two-thirds of all surveyed retail companies hold livestreaming events more than once

53、 a week(Figure 6),while more than half of livestream viewers reported that they watch shoppable livestreams multiple times a week(Figure 7).Regularly scheduled livestreams allow brands and retailers to build a base of repeat viewers by fostering new consumer connections frequently and creating habit

54、s.25%28%18%14%15%13%18%21%23%26%30%20%10%0%10%20%30%One-to-one live videoshopping consultationIntegration with metaversestrategy(live video shopping in themetaverse)One-to-few/group live videoshopping session(anyone can join throughinvitation)Experiences that combinephysical store eventswith livestr

55、eam shoppingeventsOne-to-many live videoshopping event(anyone can join at theplanned time)Least AppropriateMost AppropriateSkilled marketers maintain a regular livestreaming schedule,establishing a daily,weekly or monthly cadence,depending on the audience and livestreaming format.Companies should of

56、fer more livestreaming formats that match consumer demand 30%31%15%23%One-to-manyOne-to-fewOne-to-oneNopreferenceRetail Companies US Livestream Viewers 9 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Figure 6.Reta

57、il Companies:Current Frequency of Livestream Shopping Events*(%of Respondents)*Including virtual consultations Base:220 respondents who are currently using livestreaming as a sales or promotional channel,surveyed in June 2022 Source:Coresight Research Figure 7.US Livestream Viewers:The Frequency of

58、Watching Shoppable Livestreams(%of Respondents)Base:US respondents aged 18+who had watched a shoppable livestream in the past three months510 surveyed on December 20,2022;506 surveyed on September 20,2022 Source:Coresight Research 5.Incentives Will Drive Sales Incentives,including discounts and give

59、aways,are standard practice in livestreaming campaigns as they attract new audience members by creating urgency.Our data bears out that this practice works:participating in a product giveaway or challenge is the top-ranked reason for watching a livestream,cited by 36%of livestream viewers,signaling

60、strong consumer demand for participation rewards and exclusive benefits(Figure 8).This result aligns with our B2B research analysis on the influence of five livestreaming setup factors(Figure 12);company respondents ranked incentives as the second-most important factor in creating a successful lives

61、treaming event.26%40%20%10%3%1%At least once adayA few times perweekOnce per weekOne to threetimes per monthOne to threetimes per quarterLess than onceper quarter16%34%27%12%8%3%18%32%28%11%7%3%At least once adayA few times aweekA few times amonthAbout once amonthA few times a yearOnce a year orless

62、Sep 2022Dec 2022With sufficient discounts and engaging product-related content,companies are meeting consumer demands for exclusivity and engagement.Two-thirds of surveyed retail companies hold livestreaming events more than once a week More than half of livestream viewers reported that they watch s

63、hoppable livestreams at least a few times a week 10 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Figure 8.US Livestream Viewers:Activities They Have Participated During Livestreaming(%of Respondents)Base:510 US r

64、espondents aged 18+who had watched a shoppable livestream in the past three months,surveyed on December 20,2022 Source:Coresight Research Transform Content To What Consumers Desire 6.Livestream Shopping Will Expand to New Retail Verticals Our B2B and consumer surveys revealed the adoption of livestr

65、eaming e-commerce across a broad range of retail sectors.In the past few months,the home-improvement and grocery categories have seen accelerated consumer spending via livestreams,implying that consumers are willing to purchase a wide array of products during livestreams,including higher-value and d

66、aily items.Per our B2B survey,41%of companies from the home-improvement segment have used the livestream channel in the past six to 12 months,while 23%of surveyed grocery companies have adopted the livestreaming channel in the same period(see Figure 9).23%28%29%34%35%35%36%Buy products during the li

67、ve shopping showShare/recommend the show with friendsPurchase the products recommended by the hostBuy products after the live shopping showAsk questions for the host to answerFollow the brand/host on social mediaParticipate in product giveaways/challengesHigh-priced product categories,such as home i

68、mprovement,are rapidly adding livestream technology to their websites.Product giveaways and challenges are the primary reason online viewers participate in a live shopping event 11 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All ri

69、ghts reserved.Figure 9.Retail Companies:How Long They Have Been Using Livestreaming as a Sales or Promotional Channel(%of Respondents)Base:220 respondents who are currently using livestreaming as a sales or promotional channel,surveyed in June 2022 Source:Coresight Research Meanwhile,by comparing ou

70、r two consumer surveys,we see five percentage points(PPTs)of growth in the number of livestream viewers who stated they had watched a home-improvement livestream in the three months prior to each survey(see Figure 10).Figure 10.US Livestream Viewers:Select Product Categories They Have Watched via Li

71、vestreaming in the Past Three Months(%of Respondents)Base:US respondents aged 18+who had watched a shoppable livestream in the past three months:510 surveyed on December 20,2022;506 surveyed on September 20,2022 Source:Coresight Research 7%17%14%13%23%20%18%31%35%41%33%37%37%37%41%35%24%23%20%20%26%

72、21%14%21%30%20%20%18%0%20%40%60%80%100%ApparelBeautyHomeImprovementLuxury GoodsGroceryConsumerElectronicsGeneralMerchandiseLess than six monthsSix to 12 monthsOne to two yearsMore than two years62%57%59%65%62%63%62%59%56%55%Food/beverages/groceries/packaged goodsHome improvementFashion/luxury/jewelr

73、yConsumer electronicsBeauty/personal careSep 2022Dec 2022An increasing number of US livestream viewers are watching home-improvement livestreams Home improvement and grocery are seeing a rise in the adoption of livestreaming 12 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Res

74、earch| Copyright 2023 Coresight Research.All rights reserved.7.Livestreams Will Include More Educational Content In addition to discounts and incentives,our B2B and consumer surveys discovered that educating viewers while livestreaming is key to boosting online viewership and participation.Of five o

75、f the key factors that influence the success of a livestream eventproduct education,topic,incentives,format and entertainmentproduct education saw the largest positive difference between the proportion of respondents allocating it Ranks 1 or 2(highest degrees of influence)and the proportion allocati

76、ng it Ranks 4 or 5(lowest degrees of influence),at 8 PPTs(Figure 11).Figure 11.Retail Companies:Perceived Degree of Influence of Five Considerations on Their Customers During Livestreaming(%of Respondents)Respondents were asked to rank the options according to the degree of influence they believe it

77、 has on their companys customers,from Rank 1(highest degree of influence)to Rank 5(lowest degree of influence)Base:220 respondents whose organizations currently use livestreaming as a sales or promotional channel,surveyed in June 2022 Source:Coresight Research Companies are giving livestream viewers

78、 what they want:discovering new products and getting more product information were among the top three reasons for watching a shoppable livestream,as shown in Figure 12.To meet consumer demand,companies should employ knowledgeable hosts that draw in viewers,engage with the audience organically and,u

79、ltimately,inspire them to act,whether that is buying a product or simply embracing a brands story.19%20%16%25%20%27%21%21%15%16%21%16%20%20%22%15%21%22%19%23%50%40%30%20%10%0%10%20%30%40%50%EntertainmentFormatIncentivesTopicProduct educationRank 5(Least Influential)Rank 4Rank 2Rank 1(Most Influentia

80、l)Educating viewers while livestreaming is key to boosting online viewership and participation.Companies state educational contenteducational content has the biggest influence on customers during livestreaming Net Difference(PPTs)8 4 1 0 13 13 Deep Dive February 1,2023 Deborah Weinswig,CEO and Found

81、er,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Figure 12.Livestream Viewers:Reasons for Watching a Shoppable Livestream in the Past Three Months(%of Respondents)Base:510 US respondents aged 18+who had watched a shoppable livestream in the past three months,surveyed on D

82、ecember 20,2022 Source:Coresight Research 8.Consumer Demand for Transparency Will Increase Consumers and other stakeholders increasingly demand transparency from retail companies across many areas of operation,from sustainability in manufacturing to inclusivity in staffing.Brands and retailers can u

83、se livestreaming to provide this transparency in a personal way,gaining consumer trust and driving sales.In our latest consumer survey,almost half(47%)of respondents expect to see more industry experts reviews or customer testimonials during livestreams in the future(Figure 13),allowing them to lear

84、n product and brand information from trusted sources.Additionally,nearly two in five livestream viewers expect to see unexpected uses and hacks for using a product,as well as product manufacturing,in future livestreams,indicating that,before purchasing,many consumers want to see just how a product w

85、orks and how it was created.10%12%15%19%19%20%24%25%31%34%38%Engage with like-minded consumersEngage with presenters/celebritiesJust pass some timeGet questions answered in real timeBuy exclusive or limited productsLearn the best ways to use a product or serviceWatch something newEngage with brands

86、I likeGet more information about a known product orserviceDiscover new products or servicesFind a good dealConsumers seek shopping inspiration and product information during livestreams Brands and retailers can use livestreams to provide transparency in a personal way,gaining consumers trust and dri

87、ving sales.14 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.Figure 13.US Livestream Viewers:Livestream Content That They Expect To See in the Future(%of Respondents)Base:510 US respondents aged 18+who had watched

88、a shoppable livestream in the past three months,surveyed on December 20,2022 Source:Coresight Research Partner With Talent To Expand Online Communities 9.Authentic Conversations Will Drive Organic Viewer Growth While social media influencers and traditional celebrities are effective livestream hosts

89、 as they boost viewership by bringing in an established follower base,peer reviews and industry experts can share product and brand expertise,something many viewers prefer.Customers with authentic testimonials are the top-rated type of livestream hosts,according to 42%of all respondents from our Dec

90、ember 2022 consumer survey.They are particularly popular with Gen X(aged 4257),with 44%ranking real-life customers as their most-preferred type of livestream hosts(Figure 14).Peer reviews and testimonials are important to viewers as they provide honest information while also revealing product insigh

91、ts not available online.Figure 14.Livestream Hosts That Viewers Prefer To See During A Shoppable Event(%of Respondents)Base:510 US respondents aged 18+who had watched a shoppable livestream in the past three months,surveyed on December 20,2022 Source:Coresight Research 23%25%25%36%37%47%47%Interview

92、s with company executivesInterviews with non-executive companyemployeesStore toursHow products are manufacturedUnexpected uses/hacksCustomer experiences/testimonialsExpert reviewsExpert reviews and customers testimonials are just two of the ways to provide the transparency that consumers demand37%45

93、%44%38%45%46%35%32%26%41%40%43%34%34%24%16%21%33%24%18%30%31%14%20%4%3%7%0%0%20%40%60%80%100%Age 1825Age 2641Age 4257Age 58+Dont knowExecutives(e.g.brand founder)Staff(e.g.sales associates)CelebritiesIndustry Experts(e.g.consultants/stylist/designers)InfluencersCustomersPeer reviews and industry exp

94、erts can share their product and brand expertise during shoppable livestreams,something many viewers prefer.15 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.10.Company Livestreams Will Create New Online Communitie

95、s In addition to maintaining a presence on social media sites and video-sharing platforms,retail companies will cultivate online communities and drive traffic and sales through livestreams on their owned websites and apps.As consumers demand more exclusive livestreaming formatssuch as one-to-a-few a

96、nd one-to-one(see Figure 5)brands and retailers are likely to work with content creators and community leaders to grow tight-knit groups of mission-driven consumers who follow both the brand and the influencers they work with.As such,it is important for companies to work with authentic and knowledge

97、able influencers who not only great salespeople but are also experts in the relevant field.For instance,the soap and cosmetics company Beekman 1802 focuses on the personal stories of the founders to connect with livestream viewers on a deeply personal level.The livestreams often involve tales of the

98、ir day-to-day life on their New York farm,where they created many of their skincare,cosmetic and personal care products.The company reported that it made an average of$1,500 per minute in sales during a livestream in 2022,while the channel led to a 5X increase in e-commerce sales on the days they to

99、ok place,according to the brand.What We Think We expect livestreaming engagement will continue to grow through 2023 as retail companies compete for a share of shoppers wallets by creating connections and building trust via livestreams.As the livestream channel continues to expand into new sectors,su

100、ch as home improvement and grocery,informative content and creative collaboration will be key in growing and maintaining an audience.Implications for Brands/Retailers Brands and retailers should partner with tech providers to advance their capabilities and create interactive live shopping experience

101、s that enable meaningful connections with the audience.To stay ahead in the shoppable livestream space and grow a sizable audience,companies need to provide educational livestream content with a regular cadence that viewers can rely on.Marketers must recognize the value of authentic customers and in

102、dustry experts in making quality livestreaming contentnovelty is no longer enough.Retail companies should work with industry experts or key opinions leaders to grow online communities and earn engagement and loyaltyand the approach leads to high returns and low risk even by several times of test and

103、 learn.Implications for Technology Vendors Livestreaming tech providers should harness the power of data,artificial intelligence and augmented reality to make live shopping experiences scalable and profitable.It is vital for brands and retailers to create tight-knit communities that cultivate consum

104、er loyalty and drive improved conversion rate.16 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.As consumers demand greater convenience,responsiveness and customization,speed and scale should be priorities for tech

105、 providers.Methodology This report leverages data from three proprietary surveys,as detailed below.1.B2B survey Coresight Research conducted an online survey on June 21July 1,2022,of 220 executives across brands,retailers and manufacturers that currently use livestreaming as a sales or promotional c

106、hannel.Respondents in the survey satisfied the following criteria:Organizations based in North America and Western Europe(specifically,France,Germany and the UK)Organizations that sell products through physical locations or online Retail companies associated with apparel,beauty,luxury goods,consumer

107、 electronics,department store,supermarket or mass merchant/wholesale club verticals Holding roles with significant decision-making responsibilities for live shopping,such as SVPs To read more analysis of our findings from this survey,please read Coresight Research and Bambusers previous report,Capit

108、alizing on Livestream Shopping Opportunities:North America and Europe Retail Executive Survey Findings.2.B2C survey conducted in September 2022 Coresight Research conducted an online survey of 954 US consumers aged 18 and above,on September 20,2022.Respondents were sourced from an opt-in online rese

109、arch panel and screened for past participation in shoppable livestreams.Results have a margin of error of+/-3%with a 95%confidence level.3.B2C survey conducted in December 2022 Coresight Research conducted an online survey of 2,132 US consumers aged 18 and above,on December 20,2022.Respondents were

110、sourced from an opt-in online research panel and screened for past participation in shoppable livestreams.Results have a margin of error of+/-2%with a 95%confidence level.To read more analysis of our findings from our consumer surveys,please see the Coresight Research US Livestreaming Tracker.Append

111、ix:About Coresight Researchs RESET Framework Coresight Researchs RESET framework for change in retail serves as a call to action for retail companies to respond to short-term consumer needs while securing longer-term success.The framework aggregates the retail trends that our analysts identify as me

112、aningful for 2023 and beyond,as well as our recommendations to capitalize on those trends,around five areas of 17 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Coresight Research| Copyright 2023 Coresight Research.All rights reserved.evolution.To remain relevant and stand equipped for c

113、hange,we urge retailers to be Responsive,Engaging,Socially responsible,Expansive and Tech-enabled.Emphasizing the need for consumer-centricity,the consumer sits at the center of this framework,with their preferences,behaviors and choices demanding those changes.RESET was ideated as a means to aggreg

114、ate more than a dozen of our identified retail trends into a higher-level framework.The framework enhances accessibility,serving as an entry point into the longer list of more specific trends that we think should be front of mind for retail companies as they seek to maintain relevance.Retailers can

115、dive into these trends as they cycle through the RESET framework.The components of RESET serve as a template for approaching adaptation in retail.Companies can consolidate processes such as the identification of opportunities,internal capability reviews,competitor analysis and implementation of new

116、processes and competencies around these RESET segments.Through 2023,our research will assist retailers in understanding the drivers of evolution in retail and managing the resulting processes of adaptation.The RESET frameworks constituent trends will form a pillar of our research and analysis,with o

117、ur analysts dedicated to exploring these trends in detail.Readers will see this explainer and the RESET framework identifier on further reports as we continue that coverage.Appendix Figure 1.RESET Framework Source:Coresight Research 18 Deep Dive February 1,2023 Deborah Weinswig,CEO and Founder,Cores

118、ight Research| Copyright 2023 Coresight Research.All rights reserved.About Coresight Research Custom Reports Coresight Research Custom Reports are produced as part of commercial partnerships with leading firms in the retail,technology and startup ecosystems.These Custom Reports present expert analys

119、is and proprietary data on key topics in the retail,technology and related industries,and enable partner companies to communicate their brand and messaging to a wider audience within the context of brand-relevant research.This Custom Report is sponsored by Bambuser,a software-as-a-service(SaaS)company that provides live-video shopping solutions.For more information,visit B.New York Hong Kong Lagos London Mangaluru(India)Shanghai C Deborah Weinswig,CPA CEO and Founder Coresight Research Bao Arakov Analyst Philip Moore Head of Custom Research Steven Winnick Senior Analyst