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eCommerce

Livestream Ecommerce: What We Can Learn from China

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Summary: Livestreams allow users to see products in detail and get their questions answered in real time. They can be integrated in ecommerce websites and on social-networking apps.


Livestream ecommerce is a business model in which retailers, influencers, or celebrities sell products and services via online video streaming where the presenter demonstrates and discusses the offering and answers audience questions in real-time. A livestream session could take place on an ecommerce website or on a social media platform. It can be store or brand-specific; influencers can also host livestream events promoting items from various vendors.

Livestream ecommerce has been surging dramatically in China. According to Forbes , this industry is estimated to earn $60 billion annually. In 2019, about 37% of the online shoppers in China (265 million people) made livestream purchases. On Taobao’s 2020 annual Single-Day Global Shopping Festival (November 11th), livestreams accounted for $6 billion in sales (twice the amount from the prior year).

This trend is spreading beyond China, to the United States and other countries. TikTok teamed up with Walmart and presented its first livestream selling event in December 2020. Ten influencers promoted Walmart products with some try-on demonstrations during the one-hour event. People could browse the list of featured items and even place an order directly within the TikTok app during the event.

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Categories
eCommerce

UX Guidelines for Augmented-Reality Shopping Tools

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Summary: Ecommerce AR tools are relatively new, so must be highly discoverable and easy to learn. Calibration issues run rampant, and users must dedicate focused attention to interact with this unfamiliar feature.


Augmented reality (AR) is slowly yet surely becoming mainstream as a wide range of companies incorporate AR features into their websites and apps. Once you’ve decided that an AR tool would be useful , you must thoughtfully design it to ensure that it can be used successfully.

To uncover usability issues surrounding augmented-reality shopping features, we conducted a mobile remote moderated study with 10 participants. For this study, we looked specifically at ecommerce AR features geared toward informing purchase decisions. The study included a variety of mobile websites and apps, including virtual try-on AR tools that augment the user’s appearance (typically using the device’s forward-facing camera or a webcam) and ‘view in room’ AR tools that augment the user’s surroundings to place items within their environment. While these features are slightly different use cases, the majority of our findings apply to both types of AR tools.

AR Discoverability

Because AR is a relatively new technology (and was initially used in gaming), most users don’t think to actively look for it when they browse products online. Thus, if an AR tool exists, it must be very discoverable for users to notice it; it should also clearly communicate what it is and why users should interact with it.

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