Only 6% of Adults Buy From Livestreams, Does That Mean It Can’t Work?

Commerce is changing in lots of ways, including through the creation of many different forms of ecommerce with all things having been considered and taken into account. Ecommerce itself is a many headed beast, with social commerce, video commerce as well as numerous others forming part of the whole. While video commerce that involves people buying items from livestreams were touted as the next big thing, it turns out that only 6% of US adults use it regularly.

If the lens is widened to include adults who have made a purchase through video commerce at least once, the number still stay quite low with a meager 17%. With all of that having been said and now out of the way, it is important to note that 41% of adults in the US don’t intend to use video commerce or are not interested in it, and a further 10% said that they don’t even know what it is.

The numbers skew higher for younger buyers, but again not by much. Buyers between the ages of 18 to 34 were a bit more likely to buy from video commerce, but in spite of the fact that this is the case 8% of them had similarly not heard of it before. 31% also said that they don’t find it interesting or appealing, and just 10% said that they use it regularly.

Video commerce also appears to cater more to men than women. 8% of males overall reported using video commerce regularly, but the number for females was miniscule 11%. People just don’t seem to see any value in buying things from a livestream, which makes it less likely that this form of commerce would survive than might have been the case otherwise.

That is interesting because of the fact that this is the sort of thing that could potentially end up allowing TikTok to start a new trend. Livestreaming video commerce is a big deal in Asia, and TikTok might be able to bring it to American audiences as well which would result in a huge change in the ecommerce industry.

H/T: Insiderintelligence

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