Selfridges launches first livestream shopping show in Cantonese

Selfridges has streamed its first livestream shopping event in Cantonese, after experimenting with the interactive social ecommerce experience in recent weeks.

“Livestream shopping offers a more engaging and interactive way to shop, compared to the traditional e-commerce user experience,“ said Selfridges head of product management Tuf Gavaz.

“In 2021 Chinese consumers were due to spend $300 billion on products featured in livestream shopping, according to Coresight Research, and it’s just getting going in the west.”

READ MORE: Selfridges becomes world’s first retailer to sell NFTs over the counter

Gaza adds: “By experimenting in this area we get to learn first-hand about its potential. We hypothesise that a more immersive experience will lead to higher engagement, higher conversion and happier customers.”

The news comes as the department store recently became the world’s first retailer to sell fixed price NFTs over the counter, in partnership with Paco Rabanne and Fondation Vasarely.

Around 1,800 NFTs will be available to purchase from 28 January, ranging in price from approximately £2,000 to £100,000.

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