• NMG Staff

How interested are French consumers in live-shopping?


This article was originally published by Dalila Bouaziz.


Altavia ShopperMind has carried out a study with OpinionWay, to survey the interest of the French in this commercial phenomenon and new trend in e-commerce.


28% of French people are willing to use live-shopping in the next six months, according to the latest study by Altavia ShopperMind, the Altavia Group's consumer trends observatory, conducted by OpinionWay, to gauge French consumers' interest in this commercial phenomenon that is already very powerful in China.


A sales method that appeals particularly to women under 25

The study reveals the interest of the French, and in particular of young French women, in live shopping. 24% of French people say they have already heard of the phenomenon, and 27% of those who have never used live shopping show an interest in it. 37% of French people express the intention to learn more about live shopping.


The phenomenon appears to be particularly attractive to young women (under 25 years old). Indeed, 52% of them are interested in live shopping and 49% intend to use it in the next 6 months.


How can we account for such a strong interest in the phenomenon? In addition to the fact that it is a method of purchase that is generally considered innovative (69% of the French) and relevant in the context of the health crisis (70% of the French), it also combines the virtues of being practical and easy to access. It also adds an event-driven dimension that increases the appeal of this type of sale.


These characteristics are echoed in the diagnosis made by the young women interviewed: for more than half of them, live shopping inspires confidence, adapts to their needs, saves them time and contributes to improving the image they have of the salesperson. For the retailer, live shopping is a new way to build relationships with his customer, and allows him to extend his catchment area to an international perimeter.

A significant progress margin

Few French people are able to spontaneously define live shopping: 87% of them say they have never heard of this method of purchase. Moreover, the actual use of live shopping remains limited: 3% of French people have already used it at least once.


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Generation Z, defined as the population under 25, is an exception: 6% of them have already engaged in live shopping at least once; and this percentage rises to 9% for young women under 25. Thus, these women have used live shopping three times more than the rest of the population.


In China, the expansion of live shopping has surfed on the massive development of live streaming, which increased by 183% between 2019 and 2020. This phenomenon, born in China, could follow the same path in France at a time when all digital practices are becoming stronger.

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