Farfetch to trial new interactive live shopping platform

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Farfetch is set to trial a new interactive live video shopping platform as it enters a new partnership with Bambuser.

The online luxury fashion marketplace is set to become the latest to introduce a livestream shopping service, streaming to customers across 190 countries.

Customers will be able to purchase items from 50 countries and nearly 1300 of the world’s largest brands.

It has enlisted the help of interactive live video shopping provider Bambuser to help it pilot the increasingly popular shopping strategy over a six-month period.

READ MORE: Burberry to livestream fashion show with Twitch

According to Bambuser, 20 per cent of viewers of its live streams added items to their shopping carts, while 15 per cent engaged in the live chat.

Platforms like TikTok, Instagram and Amazon Live have fast become go to shopping platforms for younger generations, and of course the brands trying to reach them.

Farfetch has been toying with innovative new shopping initiatives since the start of the year when it launched its weekly drop model “Beat”.

Beat launched in April offering customers the chance to purchase a curation of exclusive and limited-run products from its 650 boutique partners.

“Many luxury brands are evolving their strategies, and we expect an even greater shift in the industry away from traditional cycles to a drop model,” Farfetch’s chief customer officer Stephanie Phair said.

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