Nordstrom Debuts Platform for Shoppable Shows as More Retailers Experiment with Livestreaming
CNBC | March 17, 2021
Nordstrom will debut its own Livestream Shopping channel. Nordstrom will host styling livestreams on “how to wear Burberry runway looks,” a spring beauty trend happy hour, and a conversation with the British makeup artist Charlotte Tilbury, and more! During each event, customers will shop the fashion products mentioned available on Nordstrom’s website and participate in a live chatroom.
“There’s so much opportunity for us to get closer to the customer,” Fanya Chandler, a senior vice president at Nordstrom. “We hope customers see this as an opportunity to seamlessly shop and participate in an informative and entertaining event.”
Other U.S. retailers, have been getting in on the trend that has taken off in Asia. Amazon debuted Amazon Live in early 2019 — as a livestreamed home shopping network. Facebook has made shopping a bigger focus on its platform and on Instagram. TikTok has hosted shoppable livestream events with Walmart, where users can browse Walmart fashion featured by TikTok creators without having to leave the social media app. Estee Lauder and L’Oreal have also used streams for some of their brands.
The e-commerce livestreaming market in the U.S. is expected to eclipse $25 billion in sales by 2023, according to Coresight Research. In China, livestreaming is estimated to have driven about $125 billion in sales in 2020, up from $63 billion in 2019, Coresight said.
“I’ve been watching what’s happening in China for a while now, and it’s exciting that you can get this connection with the consumer immediately,” Nordstrom’s Chandler said.