Macy's is launching a weekly live-streaming shopping experience, Macy's Live. Taking a page from livestream commerce veterans like QVC and HSN, retailers are betting on livestream shopping via digital platforms to attract consumers. Macy’s Live will be a weekly live shopping event where customers will be able to chat with stylists and stream hosts. Events will also feature product reviews as customers get a look at the featured items being showcased. Nordstrom made a similar move earlier this year when it introduced its shoppable livestream platform. As part of Nordstrom's livestream event series, the department store featured skincare, fashion and beauty experts and brand representatives to demonstrate useful tips and advice for viewers.
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. A report from Coresight Research suggests that the livestream industry could reach $25 billion by 2023 in the US.