Since the pandemic, SMES in SIngapore, especially, eCommerce brands are constantly seeking new ways to connect with consumers and drive sales. One tactic that has gained popularity is live streaming, a real-time interactive medium that allows brands to showcase products, answer customer queries, and create an immersive shopping experience. 

In Singapore, livestreaming has become essential for eCommerce success, especially as consumers seek more engaging and interactive shopping experiences.

The growing popularity of live streaming in Southeast Asia with Singapore leading the way

Live streaming shopping is experiencing growth across Southeast Asia, driven by high smartphone usage, improved internet connectivity, and a booming eCommerce ecosystem. Platforms like TikTok, Shopee Live, Lazada Live, and Facebook Live are among the key platforms driving this growth. Livestreaming is becoming especially popular among Southeast Asian consumers because it creates a bridge between the convenience of online shopping and the interactivity of traditional in-store experiences.

Singapore is known for its high internet penetration and tech-savvy population, making it a hub for eCommerce business. Conversations around live streams and gamification of online shopping increased by 1890% on forums and social media in 2020 compared to the year before, and ever since then, live streaming and live shopping have become regular features for many eCommerce brands in Singapore.

Singaporean consumers, particularly younger demographics, are more interested in livestream shopping due to its combination of entertainment and convenience. Products are showcased in real time, allowing shoppers to interact directly with sellers. The format also facilitates a sense of urgency and exclusivity, with many livestreams offering flash deals, limited-time promotions, and giveaways, creating excitement and driving immediate purchases. This interaction establishes trust and authenticity, qualities highly sought after by today’s consumers. As a result, livestream shopping sessions often feel more personal and transparent compared to traditional forms of marketing.

Why more online brands should opt for live streaming?

For Singaporean SMEs, live streaming offers a cost-effective way to reach large audiences, grow their presence and increase engagement. This is especially so through mobile platforms, which dominate the region’s eCommerce landscape. Southeast Asia’s mobile-centric consumer base creates an environment for live shopping to thrive, allowing consumers to shop online anytime, anywhere.

Furthermore, live streaming and live shopping overcome some limitations of static eCommerce, allowing consumers to ask questions, see product details in action, and make purchasing decisions confidently concurrently. This interactive experience helps alleviate common concerns and hesitation when shopping online, especially for high-involvement purchases like electronics or fashion items.

Conversion rates are also higher during livestreaming sessions due to the sense of urgency that many brands create through flash sales and limited-time promotions. Leveraging these tactics can encourage more impulse purchases among consumers, driven by the fast-paced speeds of live shopping and fear of missing out on good deals.

For startups and SMEs, live streaming also humanises the brand. Consumers today value authenticity, and live content offers a raw, unscripted look at products and services that consumers crave. This is particularly important in a digital world where brands are constantly trying to stand out from the competition.

The future of live streaming and eCommerce

Livestreaming has rapidly emerged as a powerful tool for eCommerce brands to connect with consumers. For Singaporean consumers, who value engagement, authenticity, and convenience, live shopping offers a unique opportunity to interact with brands in ways that traditional marketing cannot. 

As livestreaming becomes more prevalent in Singapore and Southeast Asia, its role in shaping the future of eCommerce is undeniable. Advances in technology will further revolutionise the livestreaming experience, allowing brands to offer more immersive and personalised shopping experiences. Think of AI-powered chatbots that prompt live responses to FAQs during livestreaming, or AR tools that enable viewers to virtually try on products before purchasing them.

Shortly, we can expect livestream shopping to become even more integral to eCommerce strategies, helping brands of all sizes capitalise on the growing demand for concurrent, interactive content.