Bestseller's Vero Moda and Name It embrace live-stream shopping

By

Sandra Halliday

Published
Mar 2, 2021

As more and more reports suggests that live-stream commerce will be key in this decade, Bestseller has embraced the trend and has just held live-stream events for two of its brands.

The company took Name It and Vero Moda into the world of live shopping with the former having been the first of its labels to launch a live shopping broadcasting platform, which it dubbed Name It Live.

It was accessible via the brand’s Danish website and is now set to happen several times a week with “prominent Danish influencers on occasion taking part as hosts or guests”. It's happening in Denmark only for now, but we assume that it will roll out further if the initiative pays off. 

“We are proud of being the first-ever Danish children’s brand to launch a live shopping broadcast. This is a unique possibility for us to communicate with our customers in a whole new way,” the brand’s International Marketing Manager Matilde Louise Damsgaard said. “In the live-streams we will highlight styles and trends, but also share more educational content like our Better Materials programme. It is only natural for Name It to pursue the concept of live shopping, after experiencing the great success our local stores have had with running live auctions on their local Facebook pages during Covid-19 lockdowns.”

It followed this up with the first live-stream for Vero Moda that started on Friday and ran for three days, with an initial focus on Denmark, the Netherlands and Germany.

“Looking at stats, live viewings on Facebook spiked by 50% during lockdown, while viewings on Instagram surged by 70%. Meanwhile, 89% of consumers expect to increase their live shopping in the coming year,” said the brand’s Digital B2C Team Leader Anne-Katrine Bjerregaard Madsen.

“So there’s no doubt that the live format is super relevant and the direction retailers need to go. Another super important thing to note is that consumers want proof before they buy and they want to be reassured. Human-driven content like influencer live-streams are therefore a great way to create trust.”

The company said that the initiative comes after it noticed live shopping’s fast growth in China over the past year and it sees it as “the next big trend in e-commerce”. It added that revenue from live shopping in China more than doubled in 2020 to make up 10% of all e-commerce revenue.

It used live shopping developer Bambuser for the initiative as it said the company has a conversion rates of more than 30%. Its technology also allows consumers to chat with the hosts and guests, as well as browsing relevant styles while viewing.