Macy’s to experiment with live shopping in-app

Macy’s has announced it is to experiment with livestream shopping capabilities in its new-look app.

“Macy’s Live” will be a weekly live shopping event whereby customers will be able to chat with Macy’s stylists and stream hosts.

The event will also feature product reviews in real-time while customers get a closer look at the featured items being showcased.

Once the show has finished, customers will have the chance to view archived shows and shop on-demand, the retailer said.

The livestream shopping market has been popularised by Chinese ecommerce brands including Alibaba and JD.com where millions of users tune in to watch shows every day.

READ MORE: Macy’s is suing to prevent Amazon advertising on its iconic New York store’s billboard

The market is estimated to be worth around $25 billion in 2023 in there US, according to Coresight Research.

Macy’s follows the move made by Nordstrom earlier this year when it introduced its own shoppable livestream platform featuring skincare, fashion and beauty experts and brand representatives to demonstrate useful tips and advice for viewers.

The app’s update also includes new user interfaces and navigation and allows  shoppers to curate their personal style, browse Macy’s selection and create lists of their favorite products.

Users will also receive better product filters, personalised recommendations and streamlined returns processes.

Macy’s has also added price checks, store maps as well as product  availability notifications.

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