The mobile shopping app Dote is set to launch a live shopping platform, allowing influencers to host “Shopping Parties” and chat to groups of potential buyers in real time.
Dote, which launched in 2017, is a mobile shopping app aimed at 15-35 year old women, offering them a curated list of items from brands like Sephora, Victoria’s Secret and Urban Outfitters, and integrates social elements allowing customers to share items they’ve bought with their friends.
In an extension of this social focus Dote is now launching Shopping Parties, in which influencers will host livestreams where they can discuss and purchase items with their fans via the app.
Read all about it! Shopping Party has launched on Dote: https://t.co/2YboiaSLas
— dote (@DoteShopping) April 9, 2019
To launch the new feature, Dote will be hosting two shopping parties every hour from 2pm to 6pm over the coming two weeks, with each livestream lasting about 15 minutes.
Brands can also host sponsored parties, with Urban Outfitters and Princess Polly due to host parties today.
Ecstatic to announce our $12M funding round led by @GoodwaterCap & the launch of shopping party🎉 – the 1st live streaming shopping experience for gen z! We have over 400 parties with top creators today inc. @summermckeen @EllieThumann @LilyChee @NiaSioux https://t.co/lzjQZvePVd pic.twitter.com/9pAl0215yo
— lauren farleigh (@LFarleigh) April 9, 2019
Currently only Dote “creators”, who also command a significant social media following, can host parties, however its creator Lauren Farleigh said this could be opened up to everyone in the future.
“What’s unique about Gen Z is so much of (a brand’s) storytelling is coming from these social stars,” Farleigh added.
“That’s really who they’re looking for and to to tell that story instead of a big brand like Urban Outfitters owning that story in a top-down way.
“It’s very easy to create the content, very authentic. … It’s a totally new way for (creators) to interact and build themselves up as fashion icon or fashion expert.”