Livestream shopping is a hit in Asia. Now, retailers like Nordstrom are leveraging the tactic as part of a larger effort to lean into e-commerce livestreaming.
In the past, shoppable livestreams a la QVC have struggled to strike a chord with American shoppers. In the coming months, Nordstrom will host a series of curated livestreams on target topics, including “how to wear Burberry runway looks” and a spring beauty trend “happy hour” to better connect with consumers behind the screen. During each event, customers will be able to shop the products mentioned via Nordstrom’s site and participate in a live chatroom.
Along with Amazon, payment platform Klarna has hopped on the livestream shopping wagon in large efforts to create a modern American shopping festival. While COVID-19 catalyzed an e-commerce boom for industries deemed essential, most department store brands executed mass closures alongside significant organizational overhauls. Meanwhile, Nordstrom worked off of a history of sophisticated digital strategies that leaders in Gartner’s Digital IQ Index: Department Stores have had to lean into for long-term survival amidst the ongoing pandemic.
Currently, Nordstrom shares are up about 43% year to date. The foray reflects a growing acknowledgment that livestream shopping isn’t just a marketing experiment anymore. It’s a formidable tactic in the fight to remain relevant in any brick-and-mortar business.