Your favourite celebrity goes live on your screen. “Hey, guys. Just had the most fire demo of the new iPhone. Thoughts?”
They start responding to you in real-time while they’re casually rambling on about their latest lipgloss, favourite pet food brands, and even that unappetising cake that they just had.
The interaction feels real, unscripted, and engaging.
Celeb-driven desirability
Celebrities have always had the power to influence what we buy. When a well-known face goes live to showcase a product, it instantly feels more desirable. We’re not just buying a product; we’re buying a piece of their lifestyle.
Take Heart Evangelista, the Filipino actress and fashion icon. She regularly hosts live shopping events on Lazada, where she shares her favorite luxury fashion and beauty products. Watching Heart talk about these items makes them feel more than just products—they become something we want to be part of.
Even in Singapore, stars like Jack Neo, Terence Cao, and Dawn Yeoh have jumped on this trend with platforms such as StarLive, in collaboration with BeLive Technology. Their involvement has turned shopping into an event, something to look forward to, not just another online transaction.
I trust them; I’ve seen them on TV!
What makes celebrity live shopping stand out is the real-time interaction. It’s not a polished ad; it’s a conversation. Viewers can ask questions, get honest answers, and see products up close. This kind of unscripted interaction builds trust with the audience.
In Indonesia, singer and actress Raisa Andriana frequently hosts live shopping events on Shopee, where she chats openly with viewers about beauty and lifestyle products. It feels like a casual chat with a friend, and that’s what makes her sessions so effective.
Celeb-amped FOMO
There’s nothing like a limited-time offer to get people to click “buy.” Celebrities supercharge FOMO (Fear of Missing Out) by offering special discounts or deals during live streams that viewers can only grab if they act fast. This urgency gets people to make quicker decisions.
Also Read: Why live commerce is here to stay in Asia
For example, Indonesian pop star Ayu Ting Ting frequently hosts live shopping events on Shopee Indonesia. Her high-energy style and exclusive, time-limited deals create a buzz that drives viewers to purchase immediately. In fact, 50 per cent of viewers buy during live events because they don’t want to miss out on these fleeting offers.
Supercharged celebrity fan communities
Celebrity live shopping isn’t just about selling products—it’s about building a community. Fans tune in not just to buy, but to feel closer to the stars they admire. This sense of connection turns casual viewers into loyal followers who return for more live events.
Platforms like TikTok and Instagram even let fans send virtual gifts to their favourite stars during live streams, making the interaction feel even more personal. According to Shopify, live shopping can boost conversion rates by up to 20 per cent, proving that this deeper connection is key to building lasting loyalty.
Celeb-Shoppertainment
Celebrity live shopping makes retail entertaining. Stars don’t just sell products—they bring stories, humour, and a sense of excitement. It’s not just shopping anymore; it’s a show.
For example, Walmart collaborated with Chris Hemsworth in a live shopping event where viewers shopped his Centr workout essentials live. The event offered an interactive shopping experience with exclusive product insights. This event turned shopping into a star-powered spectacle, keeping viewers engaged and eager to buy.
Celebrity-commerce: Here to stay?
Celebrity live shopping is changing the way we buy. It’s not just about seeing products; it’s about experiencing them through someone you admire. It makes shopping feel more personal, more connected.
Brands that embrace this shift won’t just see higher sales—they’ll build real relationships with their customers. Shopping is turning into an experience, and the brands that understand this will lead the future of e-commerce.
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This article was first published on October 22, 2024.
The post Shopping with the stars: 5 reasons why live commerce with celebrities matters appeared first on e27.