Marks & Spencer launches into live shopping arena

Marks & Spencer launches into live shopping arena

THE WHAT? M&S has announced the launch of Live Shopping on its website, offering customers a new way to find inspiration and shop with the retailer and tapping into the growing livestreaming trend, which is expected to account for 10 to 20 percent of global e-commerce by 2026.

THE DETAILS The service, which will be facilitated by M&S software partner LiSA, allows shoppers to join a live broadcast hosted by an expert where they can hear more about the ranges they’re browsing, ask questions via the chat function, view product demos and complete purchases.

THE WHY? With Live Shopping a growing trend around the world (worth US$170 billion in China and projected to be worth US$25 billion in USA by 2023), today’s announcement is the latest example of M&S embracing new opportunities in retail, the UK-based store said in a statement.

Stephen Langford, Director of M&S.com, explains, “Live Shopping on M&S.com is the latest in a wave of new initiatives we’ve introduced to improve our customer experience. It’s a global trend that responds to how customers are using social media – we all know how much more we’re scrolling and engaging with video content – at home, or on the go. Live shopping puts our experts front and centre and gives them the ideal platform to share the M&S point of difference – in terms of both quality, design and innovation features.”

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