Technology

How Live Shopping is Empowering D2C & E-commerce Brands in Germany


We all know how decreasing the session time of users, Low Conversion Rates, and Online shopping increasingly getting boring made it difficult for D2C and Ecommerce Brands to Sell online and generate revenue.

Consumers no longer find Ecommerce Shopping experiences exciting, as they used to a couple of years ago. There’s a lot of competition, and it is difficult to differentiate from competitors.

This happens because social media followers are not converting to customers, and there is no way to do Product Demos or New Launches on Website/App.

So how, can a D2C & Ecommerce brand in today’s age stand out from the crowd and boost sales? Let’s find out!

The growing popularity of digital-first brands driven by a focus on specific customer needs points to a huge market potential. In addition, the reason for the D2C boom is the ease of setting up an online store.

The D2C brands have brought a new perspective to traditional marketing tools by addressing shoppers directly. This has opened the way for various innovative products or services to reach a broader customer base.

The D2C brands provide superior service and build relationships with shoppers. These brands achieve their goals of driving customer loyalty by customizing content and ensuring transparency in their operations. This honest approach attracts customers, especially the young population, who prefer to stay long with brands that connect with them on a deeper level and communicate with them without any filters.

Reports suggest that D2C is a $12 billion market experiencing remarkable and rapid growth. Overcoming the challenge of technology has helped these brands strengthen their direct selling capabilities. Much like standalone, department, or multi-brand stores allow them to control the brand experience, the e-commerce space has allowed them to outline a unique story and experience.

Live Shopping has emerged as a powerful tool in the arsenal of direct-to-consumer (D2C) and e-commerce brands in Germany, revolutionizing how they connect with their customers and drive sales. This innovative approach combines the convenience of online shopping with the interactive and engaging experience of real-time video streaming, creating a dynamic platform for brands to showcase their products and engage directly with their audience.

Live Shopping helps increase Sales, Build Brand Awareness, and find new Customers. It’s a fun and entertaining way for people to learn about your products and your brand and get involved with what you do.

One of the key ways Live Shopping is empowering D2C and e-commerce brands in Germany is by providing a personalized and immersive shopping experience. Through Live Video Shopping, brands can demonstrate their products in action, highlighting key features and benefits in a way that static images or written descriptions cannot. This interactive format allows buyers to ask questions, seek advice, and receive real-time responses from the hosts or brand representatives, enhancing the overall shopping experience and building trust and loyalty.

Live Shopping enables brands to create a sense of urgency and exclusivity. By offering limited time promotions, flash sales, or exclusive discounts during live shows, brands can incentivize buyers to make immediate purchases, driving sales and increasing revenue. The real-time nature of Live Shopping creates a FOMO effect, encouraging buyers to take advantage of the unique opportunities presented during the live show.

Teleshopping channels were a major hit back in the ’90s, and it is getting digitized with Live Shopping.

The difference now is that the primary audience for Ecommerce live sales is the younger generation, aka Gen Z, who are known for their big pockets and habit of breaking the bank at any opportunity. Of course, even the next generation is not immune to temptation.

Live Commerce helps to enhance the overall shopping experience of an Ecommerce brand. This, in turn, bridges the gap and combines the personalized help of in-store shopping experiences with online convenience. Live Commerce is essentially similar to how influencers demonstrate or endorse a product or service. They usually have embedded videos or links to more information about measurements, sizes, looks, materials, etc.

Live Shopping offers a cost-effective solution for brands to showcase a wide range of products. Instead of investing in expensive physical showrooms, brands can leverage Live Shopping shows to showcase their product catalog. This allows them to display a larger variety of products, demonstrate different use cases, and cater to various customer preferences. It eliminates geographical limitations. It also enables brands to reach customers across Germany, even in remote areas, expanding their customer base and market reach.

With Live Commerce, interactive options are enhanced. Live Shopping allows buyers to comment while the Live Shopping show is going on. The Live Commerce experience is designed to mimic the in-store shopping experience. To know more, explore this link here.

Germany is a densely populated country with high internet penetration and millions of consumers who regularly shop online. It is one of the leading markets in Europe in terms of population, internet usage, and overall purchasing power.

The German e-commerce market in numbers:

80.69 million – Population

89% – Internet penetration

87% – Online shopping population

44 million – shoppers

Considering the above numbers, Live Stream Shopping offers huge potential, allowing Ecommerce and D2C Brands and retailers to open up additional channels to increase sales and attract new buyers.

As already mentioned, the dynamics of Live Shopping in Germany are only beginning to develop, despite the knowledge that a strategic focus on the customer and their wishes increases the conversion rate.

To know if Germany is a potential market for your business, you need to look at the market size and future scenario.

Statistics for Live Shopping in Germany

In 2020, Ecommerce in Germany was worth €83.3 billion, beating the average growth rate of 11.3% over the past three years. The significant year-on-year increase is projected to be prolonged, rising to more than €141 billion in 2024.

These statistics show that Germany is a strong and significant player in the European eCommerce industry. The growth of Ecommerce in Germany has more potential than in France.

With such promising numbers in e-commerce sales and online customer shopping, Germany should be on the list of priorities to consider for market expansion.

We analyzed five brands and started using Live Shopping as a sales channel in the summer of last year.

The use of shopping apps grew by almost 50 percent last year. Brands and online stores can use this development to connect directly with their shoppers through live, app-based shopping shows. About 70 percent of Live Shopping shows currently occur on brands’ and retailers’ websites.

In addition to boosting sales, Live Shopping also helps brands gather valuable customer insights and feedback. Through live interactions with shoppers, brands can understand their preferences, pain points, and shopping behaviors, allowing them to tailor their offerings and marketing strategies accordingly. This direct line of communication with the audience enables brands to build a loyal customer base and foster long-term relationships.

In conclusion, Live Shopping is empowering D2C and E-commerce Brands in Germany. They are achieving this by offering a personalized and interactive shopping experience. It drives sales, creates a sense of urgency, gathers valuable customer insights, and helps brands differentiate themselves in the market. Live Shopping is becoming a game-changer as the digital landscape continues to evolve. Brands are experiencing increased customer engagement, sales, and stronger buyer relationships.

Brands should start experimenting with Live Shopping. They should embrace this in 2023 to capitalize on the growth of the Ecommerce industry.

With the modernization of industries, the road to gaining buyer focus has also changed. Brands have become more focused on shopper engagement than sales. The value of Live Shopping is increasing every day. Brands are learning to become known in the market every day. By 2025, the global Live Commerce market share is expected to increase by a large number. This will be possible with the technology being adopted by brands.

Featured Image Credit: Cottonbro Studio; Pexels; Thank you!

Karishma Verma

Content writer with a passion to write for a variety of niches to broaden my horizon as a professional writer.