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From Retro to Reborn
Long considered outdated, teleshopping is experiencing a renaissance—particularly in China, where the live-shopping industry hit a jaw-dropping $692 billion in 2023, accounting for nearly a third of total online retail. Platforms like Douyin (China’s TikTok) and Taobao have transformed the format into a dynamic e-commerce machine driven by livestreams, gamification, and celebrity influencers.
Among them, Li Jiaqi, dubbed the “Lipstick King,” made headlines when his livestream on China’s Double 11 shopping day generated over $1 billion in sales. The concept of watching and buying in real-time has become a cultural norm in China—and one that’s beginning to spill over into Western markets.
Germany’s Reawakening
In Germany, retailers like Otto, Zalando, and Douglas are cautiously embracing the trend. Otto streamed live events on Black Friday 2023 to over 100,000 viewers, and has since run shows with celebrity guests such as Ross Antony promoting kitchenware.
Yet the German market is still in its infancy. Only 8% of German consumers have participated in a live-shopping event, according to Simon-Kucher & Partners. Cultural differences and shopping habits, such as a continued preference for traditional TV and in-person shopping, slow adoption. But that may soon change.
A Battle for the Next Generation
Experts agree: Gen Z and Gen Alpha are redefining retail. They scroll impulsively, influenced by TikTok trends and livestream hosts, turning spontaneity into sales. Temu, the Chinese app making waves in Europe, is riding this wave with low prices and gamified shopping experiences. Zalando has responded with live beauty shows, while Otto dreams of 24/7 livestreams.
Douglas, too, has found success, emphasizing quality production and influencer-driven storytelling. Still, the biggest disruptor may be yet to come.
The TikTok Shop Threat
TikTok Shop, already live in China, Southeast Asia, and the U.S., is preparing its European launch. Although delayed due to regulatory concerns, ByteDance is expanding its German team and logistics infrastructure, hinting at a full-scale rollout.
With an existing base of millions of users and content creators, TikTok has a built-in advantage: it doesn’t need to teach users how to shop - it just needs to turn passive scrolling into buying. The platform’s mix of entertainment and instant purchase may prove irresistible.
Readthe full article here: “Die Rückkehr des Teleshoppings”, Handelsblatt, 05.07.2024
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