Social commerce, or live streaming shopping events on social media platforms, is gaining traction in U.S. retail.
Facebook is expanding its “Live Shopping” with a new promotion slated for Fridays this summer. The events began May 21 and will occur through July 16, and brands such as Abercrombie & Fitch, Clinique and Sephora have signed on.
“We are laser-focused on staying close to our customers at Abercrombie, so having the ability to connect with them in a new and innovative way via Facebook Live Shopping is incredible,” Carey Collins Krug, senior vice president and head of marketing at Abercrombie & Fitch, said in a statement. “This is the technological crescendo of what our social selling programs have been building to, and we are thrilled to continue to evolve and expand in partnership with Facebook.”
Social media giant Facebook has said the promotion intends to give consumers the ability to discover the latest products from participating brands and ask questions about size, fit and other information in real time. The brands taking part in live streaming sales sessions will provide new content, answer questions and conduct a streamlined checkout process through Facebook’s Shops feature.
“Over the last year, we’ve heard from many retailers that Live Shopping has been a lifeline for their businesses — allowing them to connect with their customers and build community when they had to close their physical stores,” said Yulie Kwon Kim,…