Facebook Live Shopping Fridays: Beauty, Fashion & Skincare

Facebook Launches “Live Shopping Fridays” to Boost Consumer Engagement

This week marks the introduction of “Live Shopping Fridays” by Facebook, a new event series designed to increase consumer interest in live streamed shopping. The initiative will feature prominent brands regularly broadcasting content centered around beauty, skincare, and fashion.

Event Details and Participating Brands

The series commences on Friday, May 22nd, and will continue through mid-July. Confirmed brands participating include Abercrombie and Fitch, Bobbi Brown, Clinique, Sephora, Dermalogica, Alleyoop, and Zox.

Encouraging Brand Adoption and Consumer Awareness

A primary goal of these events is to motivate larger companies to explore live shopping as a viable sales channel. Simultaneously, Facebook aims to elevate overall consumer awareness regarding live shopping capabilities available directly on the platform.

Diverse Approaches to Live Shopping Events

Participating brands will utilize live shopping events in varied ways. Some may offer exclusive behind-the-scenes glimpses into their operations, while others will collaborate with content creators to demonstrate product usage through instructional videos.

Interactive Features and Seamless Purchasing

Viewers during the live streams will have the opportunity to submit questions and provide comments, to which brands can respond in real-time. Products featured in the stream can be easily tapped for more information without interrupting the viewing experience.

Purchasing is streamlined, allowing shoppers to add items to their cart and complete checkout during or after the live event. Brands will receive necessary shipping details, and with consumer consent, can also collect additional information like email addresses and phone numbers.

Evolution of Facebook Live Shopping

Facebook publicly launched live stream video shopping last summer, building upon earlier trials and beta programs. Initially, the feature gained traction among smaller and medium-sized businesses, as well as brands focused on digital channels, according to Facebook.

Impact of the Pandemic on Live Shopping

The Covid-19 pandemic accelerated the adoption of live shopping, as businesses sought innovative ways to connect with customers when physical stores were forced to close.

Recent Examples of Live Shopping on Facebook

Recently, larger brands such as Petco and Bobbi Brown have experimented with live shopping events – Petco as part of a charitable initiative, and Bobbi Brown featuring makeup artist Michele Shakeshaft.

The Distinction Between Buying and Shopping

Yulie Kwon Kim, Product Lead for Facebook App Commerce, explains, “E-commerce has prioritized convenience in purchasing. Consumers can quickly acquire needed items via their phones.”

She further clarifies, “However, purchasing isn’t equivalent to shopping. Many individuals enjoy browsing for entertainment and discovery. They seek new products and inspiration. During shopping, people value interaction with live representatives, personalized recommendations, and contextual product demonstrations.”

Social Media's Influence on Shopping Decisions

Yulie adds that a significant portion of consumers – nearly three-quarters globally – find shopping inspiration through Facebook, Instagram, Messenger, and WhatsApp. Furthermore, almost two-thirds consider social media as crucial as other information sources when making purchasing choices.

How Consumers Will Discover Live Shopping Events

Throughout the summer, Facebook will promote live events to consumers through various channels. Users following participating brands will receive notifications. News Feed announcements will also alert users when events are starting, and the Facebook Shop tab will provide a schedule of upcoming streams.

Competition in the Live Shopping Space

Facebook is not alone in recognizing the potential of live shopping. Several startups, including NTWRK, Popshop Live, Talkshoplive, Dote, and Bambuser, initially introduced this model to the U.S. and other markets, predating the pandemic.

Other Platforms Exploring Live Commerce

TikTok has been testing live shopping features, including a partnership with Walmart. Amazon also utilizes live streams on its website, and YouTube recently began beta testing an integrated e-commerce experience.

Revenue Potential and Strategic Importance for Facebook

A successful live shopping platform could generate substantial revenue for Facebook through selling fees. While Facebook waived these fees through June 2021 to support small businesses during the pandemic, this move also positions the company strategically in the rapidly evolving live stream shopping market.

Diversifying revenue streams is also crucial for Facebook, particularly in light of Apple’s privacy changes impacting ad tracking.

Availability of “Live Shopping Fridays”

Facebook’s “Live Shopping Fridays” series will be accessible on both mobile and desktop devices in the U.S. this week, and will also be featured prominently within the Facebook Shop Tab.