One of the most important developments for e-commerce is the growth of live streaming during the mobile era. Over the years, retailers have used live streaming to sell goods through local streaming platforms.
If we think more deeply, the business model is old, it has just been redeemed for cellular viewers who can interact more directly with sellers. But people have been “trading directly” on television for decades (the ‘Home Shopping Network’ launched in 1977).
However, what changed was democratization. Pasar itself can now launch their own channels and sell directly to their user base.
This is the revenue stream that Shopee plans to attack with its new product called Shopee LIVE.
Shopee LIVE is basically a gardened live streaming product that allows traders to start their own shows and sell goods through the brand.
The interesting thing about Shopee LIVE is that it is designed so that people can buy something without disturbing the flow. In the lower left corner of the direct stream there is a small shopping bag icon. When someone clicks on the bag, they are given a list of items they can buy and can buy the product instantly. Direct streaming never stops during the process.
“It offers a variety of content because different sellers can create their own content,” said Zhou Junjie, Shopee Chief Commercial Officer.
When asked whether Shopee would date influencers, Shopee explained that it would be the decision of each brand, but they would certainly embrace that hypothetical development.
“I think more and more traders, be it brands or sellers, they will increasingly use influencers to interact better with their buyers. Whether they do it is the choice of traders, “Zhou said.
For Shopee, this is part of a larger strategy to increase application involvement as a goal, not a means. In accordance with that logic, the company also has an online quiz product (in return) and a variety of different mobile games (including those that are very similar to Fruit Ninja).
Companies see correlations between how long people in the application and their increased likelihood of buying something.
Even though the Shopee app is neat, they are not the first movers in space.
Lazada launched their own live streaming platform in Thailand last year. Now living in the Philippines and Malaysia with more markets coming.
Recently, they ran a show called “Look Now, Buy Now” in Malaysia, the Philippines and Thailand. The company claims to have three versions of the show that have 300,000 spectators in three countries.
The launch of live streaming is another battle between two brands that have emerged as the top two platforms in the Southeast Asian e-commerce industry. Both companies offer statistics that prove that they are the most popular brands and even though they are correct, statistics are often used to fit the narrative.
What is quite clear is that the two companies are competing with each other and if this is a horse race, it is impossible to predict the winner.
Shopee LIVE is another data point that shows that, despite being late in coming to the game, Shopee must be seen as one of the most important brands in e-commerce in Southeast Asia.