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New VTEX Research Reveals 75% of U.S. Consumers Are Interested in Live Shopping

MIAMI, Sept. 5, 2024 — VTEX (NYSE: VTEX), the composable and complete commerce platform for enterprise brands and retailers, today released new research revealing that 75% of U.S. consumers are interested in live shopping. The research, which surveyed 1,000 U.S. consumers, also found that 60% of respondents would be more likely to shop through live commerce channels if the experience was available more consistently.

Live shopping, also known as livestream commerce or video commerce, allows brands to sell products and interact with customers in real-time through live video streams. This trend has gained significant traction globally, particularly in Asia, and is now rapidly expanding in the U.S. market.

Key findings from the VTEX research include:

75% of U.S. consumers are interested in live shopping. 60% would be more likely to shop through live commerce channels if the experience was available more consistently. 35% of consumers have already participated in a live shopping event. Apparel and accessories (45%), beauty and personal care (38%), and electronics (30%) are the top categories consumers are interested in purchasing through live shopping.

“We’ve seen a significant shift in consumer behavior, with a growing demand for engaging and interactive shopping experiences,” said Santiago Naranjo, CRO at VTEX. “Live shopping provides brands with a powerful tool to connect with their audience, showcase products dynamically, and drive sales in a way that traditional e-commerce cannot.”

The research also highlighted the importance of authenticity and engagement in live shopping. Consumers are more likely to trust and purchase from brands that offer genuine interactions, answer questions in real-time, and provide exclusive deals during live events.

“Through our partnerships with enterprise B2C and B2B brands and retailers—who stand to gain significantly by offering more invite-only or personal shopper experiences—we’ve seen firsthand how lucrative live shopping and video commerce can be. These strategies not only boost awareness of new product launches but also highlight special opportunities and promotions,” said Dani Jurado, Executive Vice President of North America at VTEX. “The findings from this survey highlight that U.S. consumers are ready and engaged with live shopping. Interestingly, our experiences with B2B corporate buyers closely align with these consumer trends, indicating a broader opportunity for brands in both sectors to capitalize on this opportunity.”

As brands look toward their end-of-year holiday and 2025 sales strategies, these channels are a great opportunity for future success and growth.

“For brands nervous about jumping into the live shopping space, consistency is key. As the data showed, more than half would shop through these channels if it was available more consistently. Don’t focus on becoming an overnight, viral success with one event. Focus on consistently delivering a technically seamless and engaging experience for your consumers, and the rest will follow,” added Santiago Naranjo, CRO, VTEX.

Live shopping and personalized experiences, like live personal shopping, are part of a rising trend where consumers and corporate buyers seek more direct connections with the brands they purchase from—a trend VTEX calls 'concierge commerce.' To explore this trend further and discover how to seamlessly integrate video commerce and live shopping into your buyer's journey, visithere.

Survey Methodology: This online survey was commissioned by VTEX and fielded by Dynata, a global market research firm, from August, 2024. The survey leverages a consumer mix of 1,000 adult panelists in the United States with demo breaks to ensure consistency and close to national representation for Gender, Age, & Region.

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About VTEX

VTEX (NYSE: VTEX) is the composable and complete commerce platform that delivers more efficiency and less maintenance to organizations seeking to make smarter IT investments and modernize their tech stack. Through our pragmatic composability approach, we empower brands, distributors, and retailers with unparalleled flexibility and comprehensive solutions, enabling them to invest solely in what provides a clear business advantage and boosts profitability. VTEX is trusted by 2,600 global B2C and B2B customers, including Carrefour, Colgate, Motorola, Sony, Stanley Black & Decker, and Whirlpool, having 3,500 active online stores across 43 countries (as of FY ended on December 31, 2023). For more information, visitwww.vtex.com.

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