SalesTech Star

A New Paradigm in Digital Commerce, 10.10 Shopping Festival® Demonstrates That Livestream Could Go Mainstream

Presented by Coresight Research with livestream and shoppable video driven through Firework, the fully live digital shopping event brought in retailers and brands, raised money for charitable organizations, and demonstrated how livestream could add “the missing dimension” to online shopping in the United States

Coresight Research, retail innovation research and advisory firm, partnered with Firework, global livestream and shoppable video technology provider, for the second annual 10.10 Shopping Festival® last weekend, pulling in 350,000 livestream viewers for participating brands.

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The 12-hour livestream shopping experience, which featured 25 retailers and brands, powered by Firework’s shoppable livestreaming technology, attracted hundreds of thousands of viewers as retailers showcased apparel, accessories, home goods and more. A harbinger of the future of online shopping in the U.S., the event spurred new levels of consumer engagement, with 45% of viewers actively interacting with shopping livestreams. A purpose-driven event, the 10.10 Shopping Festival® requires that participants donate at least 5% of sales to partner charities like American Heart Association, Delivering Good, and St. Jude Children’s Research Hospital.

“This event truly opened our eyes to the power of the type of in-the-moment engagement afforded by livestream ecommerce,” said Harry Cunningham, co-founder and Chief Creative Officer at goodMRKT, a participating retailer. “We were excited to tell the stories of a number of our “doing good” brands and also introduce (and sell) their products to a new audience.  And we did so in a way that felt uniquely fresh, invigorating, and rewarding. We loved engaging with our customers in real time and seeing conversations sprout up organically around our good people, great products, and exceptional causes.”

The success of the 10.10 Shopping Festival portends the future of shoppable video in the United States. Already wildly popular in Asian markets, livestream ecommerce is expected to grow to a $300 billion market in China next year. Now, it’s gaining steam in western markets as well. In fact, recent research predicts that livestream sales revenue will double this year and Coresight Research expects livestream sales to more than triple by 2023.

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“The success of this year’s 10.10 Shopping Festival clearly demonstrates the promise of livestream ecommerce. American consumers are ready for more engaging, immersive experiences while they shop—retailers who adopt this channel and do it well, will add an exciting new dimension to their online offerings, one that offers a way to connect to the consumer at a far deeper level than the anonymity of an online transaction,” said Deborah Weinswig, founder and CEO, Coresight Research. “This year’s festival also demonstrated to retailers and consumers alike, how accessible livestream technology can be.  Most of our participants had never livestreamed before. Using Firework’s platform, they got up and running in a matter of days, launching livestreams that help to generate engagement, build brand loyalty, grow audience retargeting pools and drive new revenue.”

“We’ve witnessed the power of livestream commerce in China, so it was exciting to play a central role in this milestone for livestream shopping here in the U.S.,” said Jason Holland, President of Global Business at Firework. “The brands and retailers that participated find themselves on the cutting edge of customer experience, and we were thrilled to be selected by Coresight Research as the primary livestream partner for this year’s 10.10 Shopping Festival® event. Our teams worked round the clock in the week leading up to the event. We couldn’t be happier with the results relative to the hundreds of thousands of viewers driven into the livestreams and sales for our livestream partners. Firework views this as a great opportunity to drive adoption in the future of shoppable video for retailers and beyond.”

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