ZALORA Z-Live and the value of live stream content on social commerce
Steadily gaining popularity in countries like China since early 2016, live streaming in Southeast Asia has blown up ever since the pandemic. No longer just an interesting concept for brands, it is now a necessity in social commerce. With that, the popularity of this content medium in e-commerce can be attributed to numerous factors, including easy access to products, information, and an avenue for consumers to communicate with the live stream hosts and receive immediate and personalized responses.
ZALORA’s Z-Live platform will allow for direct live shopping, real-time customer engagement and sentiment analysis among millions of users across Southeast Asia, and goes beyond traditional social media sites as it allows for direct payment simultaneous to the live stream. As a platform, Z-Live enables direct engagement with the audience, opening up a two-way communication between shoppers and the brand. By providing a platform for real time interaction between users and ZALORA, brands have an opportunity to capture shoppers anytime, anywhere, and engage with them in a more meaningful way than ever before.
Neha Bhasin, ZALORA’s Brand Communications Director discusses the value of live streaming and how the e-commerce platform continues to double down on innovation and technology in shoppers’ experiences.