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Amid shift to live-shopping, discounts are what ultimately matter
According to a report by Global Data, the live-streaming e-commerce market is expected to reach $245.1 billion by 2026, with compound annual growth (CAG) of 32.6 percent during the forecast period.
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Sellers are confident that live shopping will remain an attractive business proposition. (JP/Yohana Belinda/Yohana Belinda)
S
iti was a flight attendant for five years with privately owned airline before eventually settling down to open a clothing store along with her husband in Tangerang, Banten, serving both offline and online customers.
Last year, she started to host live-streaming shopping for her store on the start-up called Social Bread, a platform founded by YouTubers Edho Zell and Lydia Susanti.
Many others have also joined this social commerce trend, with sellers going online with the platform, presenting themselves in live-streaming sessions to better cater to their customers.
For Siti, selling on social commerce presents its own challenges in competing with other sellers in the market. She said the specific time for conducting live shopping also mattered, as it affected views and buyers.
“The optimal live-streaming per session is just two hours. Then you need a break before restarting the live shopping,” Siti said.
“It’s important for the psychological side of the host. The break is important for the host so they do not get bored with talking continuously.”
Meanwhile, Yunita joined the live shopping trend in April 2023 after working in online store administration. She said that she did so because the social commerce trend had been ongoing for a few years.
