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Live-stream buying groceries is a dominant power in on-line retail. Charlotte Robinson of IAB UK speaks to 4 professionals about how easiest to capitalize at the phenomenon.
Live-stream buying groceries has lengthy been heralded as the following large factor in virtual retail. With confirmed luck in markets like China and america, the structure – which sees creators take a look at, style, and show merchandise for his or her target audience – provides a formidable mix of leisure, group, and trade.
To discover this, we requested contributors of IAB UK’s retail media group to proportion their tackle live-stream buying groceries – from what makes it compelling for Gen Z to the function of creators to the demanding situations that want to be addressed to release its complete doable in the United Kingdom.
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Julie Haleluk, world head of enlargement, Amazon Shopping Video:
“Live shopping offers brands an immersive way to connect with customers, combining storytelling, social interactivity, and the ability to shop in real time. We recently launched Amazon Live in the UK for advertisers, which allows brands to create live shopping events and amplify them through social channels and targeted media to build engagement and reach with customers and communities.
“Advertisers are seeing success when they integrate live shopping into broader full-funnel marketing strategies. By tapping into creators and hosts who can connect with customers and authentically demonstrate products in real-life settings – alongside interactive Q&As and live chat – brands can help drive engagement and conversions.”
Luis Pedro Martinez, managing spouse, EssenceMediacom UK:
“UK brands can boost engagement and conversions by utilizing live-stream shopping across various sectors. ASOS and Charlotte Tilbury leverage influencer-led tutorials with instant checkout on TikTok Shop, while Currys and GAME UK enhance consumer confidence with live demos. Amazon Live, recently launched in the UK, effectively answers real-time questions in consumer electronics. Tesco and Sainsbury’s feature live recipe streams, allowing direct purchases of ingredients. Luxury brands like Harrods and Selfridges create exclusivity through VIP live events for premium collections. The secret lies in seamless interactivity and urgency-driven engagement that transforms passive viewers into loyal customers.”
Helena Hinton, partnership director, Very Media Group:
“Live-stream shopping is such an untapped opportunity in the UK, especially for digital-first retailers. With customers unable to physically interact with products, live streaming offers a powerful way to bridge that gap by creating real-time, interactive moments that blend content with commerce. It’s not just about showcasing products – it’s about making the experience engaging, authentic, and community-driven.
At Very, we’re already tapping into this through Very Media Group, using Very‘s unique tone of voice and playful brand personality to bring supplier products to life, particularly during key retail moments like Black Friday.
The real magic happens when live streaming works hand in hand with our wider retail media offering – tying in sponsored slots, branded segments, and onsite placements, such as in-grid banners and sponsored products. Combine this with retargeted CRM and paid social, and you’ve got a full-funnel strategy that follows the customer across every touchpoint. Done right, live-stream shopping goes beyond just educating – it creates an immersive, interactive experience that not only boosts awareness and engagement but also drives sales and builds lasting brand loyalty with shoppers.”
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Lesley Myers-Lamptey, head of trade technique, T&Pm:
“Live-stream shopping offers real-time interaction, authentic product demonstrations, and a sense of community, all of which cut through the noise and capture the attention of today‘s consumers.
”Being a excellent live-stream host calls for presenter talents, now not simply affect. The supreme host authentically showcases merchandise, solutions questions, and provides attractive recommendation, fostering believe. They want to command consideration for prolonged classes, and most definitely desire a studio environment.
”Prioritize authenticity, a powerful reference to the objective target audience, experience, demonstrable presentation talents, and a observe document of riding trade results. For advertisers, a success partnerships are about discovering people who can in reality hook up with audience and power tangible, measurable effects. Collaborating with unique influencers, personalizing the enjoy thru data-driven insights and AI, and providing unique promotions are all key methods.”
