Payment platform Klarna is hosting its first livestream shopping event next month at the Macy’s Herald Square flagship in New York City, in partnership with Cosmopolitan magazine for a modern QVC-style two-day virtual event starting March 1. Dubbed “Hauliday,”, the collaboration will offer shoppers exclusive deals from Macy’s, Adidas, Rebecca Minkoff, Lady Gaga’s Haus Laboratories, Saks Off 5th, Express, Bluemercury and Foot Locker. By partnering with Cosmopolitan—which has more than 15 million followers on social media—retail brands have the chance to extend their digital presence and engage with new customers without having to increase their own follower counts, according to a Gartner report.
The event was modeled after Alibaba’s Single’s Day, an online shopping extravaganza based on live selling that generated $115 billion in sales last year. In true QVC style, Klarna’s livestream will be hosted by Jackie Miranne, whose mother Joy Mangano invented the Miracle Mop in 1990 and sold millions on QVC rival, HSN. As such, Miranne will showcase 60 products by Macy’s while engaging with shoppers in real time to answer questions, provide demonstrations and respond to comments.
Klarna boasts 200,000 retail partners and began experimenting with livestream shopping events in November to a European audience. More than 100,000 viewers tuned in, driving sales of more than 5,000 items overall. For the March event, Klarna and Cosmo will direct viewers to livestream platform ShopShops before eventually aiming to build out its own app-based platform later this year. In addition to hosting its own livestream shopping events, Klarna also tapped TikTok influencers and other individuals to film demos or tutorials on products they’ve received from brands via the payment system.
The company isn’t the first to notice the power of livestreaming. Amazon dedicated a portion of its site to live selling in 2019 while Walmart began testing live selling on TikTok in December. The strategy is also benefitting from the pandemic, as it provides a way for brands to reach homebound consumers in an affordable way to boot. Designer Rebecca Minkoff, who has worked with Klarna before, saw a 30% surge in site traffic after she hosted a series of livestream selling events for her namesake brand.
if successful, the shopping festival could mark a new path to purchase.