Online platforms like Facebook and YouTube have large audiences that can reach and engage with many people in real-time during live streams, it may not be the best place to sell your products. Indeed, these social media platforms are not built to help sell e-commerce products, so you may not reach your business conversion goals.
Cons of selling live on Facebook or YouTube Only
Because most social media platforms were not designed to support e-commerce needs, many brands embed a link to their websites within live streams. This way, companies can reach a wider audience while providing viewers a way to purchase their products. However, there are a few issues that arise from this approach, like:
Poor Customer Experience
A multiple-link approach on a social media live stream can be frustrating for customers. They can feel confused by which product the stream featured and won’t understand how to buy it. Plus, brands may not have a fully optimized merchant site, which can lead to an inefficient check-out. Ultimately, this is a poor customer experience.
E-commerce brands look to live stream platforms to grow their audience. However, Facebook and YouTube’s algorithms cater to those who already follow your account and charge a fee to promote to a new audience. This can negatively impact viewership turnout and negate the marketing purpose of the live stream.
Hard to Repurpose Content to Sell More
When you go live, you put many hours (and often times a budget) into equipment and overall video production. However, the content you create on Facebook and YouTube live cannot be easily downloaded. You may produce a great live stream, but struggle to repurpose it for future videos or marketing campaigns.
Lost Opportunities on Facebook or YouTube Live
The downsides to going live on sites that don’t support e-commerce create many lost opportunities for brands. Poor customer experience decreases sales, and inaccessibility to the live stream decreases viewership. Brands also cannot reuse content, and they do not receive a large ROI in their content quality.
Other E-commerce Options
Because of these downsides, brands will often look for other options for e-commerce live streams. These alternatives make it easier to sell on live streams but have their pros and cons. Check out our post on Top social commerce platform for 2024
TikTok Live is a major live commerce site in Asia. This platform has gained a large audience over their past 5 years in e-commerce and is growing in popularity in the US.
- Pros: Their platform makes it easy for brands to use fun filters and embed music into their live stream. TikTok also promotes live streams to new viewers before they promote it to those already following the account.
- Cons: Even though TikTok is very accessible for e-commerce brands, it faces similar issues as other social media platforms. The platform has limited e-commerce integration partners, content cannot be repurposed, and it has limited data analytics about live events.
Live e-commerce platforms (ShopLite, Talkshop.live, PopShopLive, and Amazon Live)
A few live e-commerce platforms have emerged with robust e-commerce approaches.
- Pros: PopShopLive promotes small businesses and assists with product creation and shipping label printing by integrating with USPS. TalkShop.live has a more celebrity approach and is evolving around country-style products. These sites fit within specific brands niches and are help e-commerce brands sell live.
- Cons: Because these sites are more geared towards niches, they may not fit a brand’s complete image and can limit live stream reach. Some brands are looking for a more universal platform that has an efficient merchant site.
eStreamly – Shoppable Livestream and video
eStreamly is a live commerce platform that helps you grow your audience, increase sales, and get a larger ROI. We provide an efficient merchant experience for customers and a live stream integrated experience no other platform can offer. Our experienced group of professional hosts match your brand and integrate with your systems to operate with zero disruptions.
Most importantly, eStreamly lets customers purchase your products right from your live stream. You can broadcast your stream to most popular social media sites as well as your own website thanks to our embedded player. Plus, our platform makes the repurpose process easier as you can share short clips from your broadcast.
Join eStreamly today as an influencer or a brand to get the best of all worlds!
What is Live Shopping?
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