Born in China as a form of entertainment and developed in the e-commerce field in 2015, Live streaming shopping has become one of the hottest trends of 2020, transforming customers' shopping experience by bridging the wide gap caused by the pandemic between online and offline. Live shopping enables users to have the perception of a product as if it was shopping in store, but from home. Hosting live streaming means providing the viewers a seamless experience with the possibility to shop, interact and have fun in real-time with the person hosting the event. From brands' perspective, this new way of reaching customers results in gaining awareness, achieving higher conversion and engagement rates, and creating a deeper and more transparent connection with consumers compared to the traditional e-commerce experience. Even with shops reopening, live shopping did not stop its rise; it has instead started to spread worldwide, particularly in the United States and in Europe. Today, Italy is still excluded from the first movers. This Master Thesis aims to investigate how it could be possible to tailor-made live shopping on the Italian market, taking inspiration from China's wave and from what is already going on in the USA and Europe. The hypothesis has been developed by analyzing these countries and interviewing two experts of the Chinese market, one expert of the American and European market and one of the Italian market. Keywords: Livestreaming, E-commerce, Live shopping, China, Italy, Social Commerce
Il live streaming è nato in Cina nei primi anni 2000 come forma di intrattenimento e si è sviluppato nel campo dell'e-commerce nel 2015 fino a diventare una delle tendenze più popolari nel 2020. Ha trasformato l'esperienza d’acquisto dei clienti colmando il gap tra mondo fisico e digitale causato dalla pandemia. Il motivo del successo del Live shopping è quello di permettere agli utenti di vivere la medesima esperienza d’acquisto da casa come in negozio. La diretta streaming garantisce all’utente di interagire, di divertirsi e soprattutto di fare acquisti senza interruzioni in tempo reale. Rispetto all’e-commerce tradizionale, dal punto di vista delle aziende, questa modalità innovativa di coinvolgere gli utenti permette una più ampia crescita della brand awareness, di ottenere tassi di engagement e di conversione più elevati, e di costruire un rapporto più trasparente con i consumatori. Nonostante la riapertura dei negozi al termine dei periodi di lockdown, il live shopping non ha smesso di crescere. Ha iniziato a diffondersi in tutto il mondo, in particolare negli Stati Uniti e in Europa, ma l’Italia oggi è ancora esclusa dai “first- movers”. Questa tesi ha l’obiettivo di indagare le possibili modalità di crescita del live shopping nel mercato italiano, prendendo ispirazione dal trend che si è sviluppato in Cina e dalla sua evoluzione nel resto del mondo. L'ipotesi è stata elaborata analizzando le tendenze nei paesi citati e intervistando quattro esperti: due del mercato Cinese, uno del mercato Americano ed Europeo e uno del mercato Italiano. Keywords: Livestreaming, E-commerce, Live shopping, China, Italy, Social Commerce
IL FUTURO DEL LIVE STREAMING E-COMMERCE: DALLA CINA ALL'ITALIA
FRANZOSO, BEATRICE
2020/2021
Abstract
Born in China as a form of entertainment and developed in the e-commerce field in 2015, Live streaming shopping has become one of the hottest trends of 2020, transforming customers' shopping experience by bridging the wide gap caused by the pandemic between online and offline. Live shopping enables users to have the perception of a product as if it was shopping in store, but from home. Hosting live streaming means providing the viewers a seamless experience with the possibility to shop, interact and have fun in real-time with the person hosting the event. From brands' perspective, this new way of reaching customers results in gaining awareness, achieving higher conversion and engagement rates, and creating a deeper and more transparent connection with consumers compared to the traditional e-commerce experience. Even with shops reopening, live shopping did not stop its rise; it has instead started to spread worldwide, particularly in the United States and in Europe. Today, Italy is still excluded from the first movers. This Master Thesis aims to investigate how it could be possible to tailor-made live shopping on the Italian market, taking inspiration from China's wave and from what is already going on in the USA and Europe. The hypothesis has been developed by analyzing these countries and interviewing two experts of the Chinese market, one expert of the American and European market and one of the Italian market. Keywords: Livestreaming, E-commerce, Live shopping, China, Italy, Social CommerceÈ consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1630