Your favorite celebrity is live on your screen. “Hey, guys. Just had the most amazing demo of the new iPhone. Thoughts?”
They are interacting with you in real-time while casually discussing their latest lip gloss, favorite pet food brands, and even that unappetizing cake they just had.
The interaction feels authentic, unscripted, and engaging.
Celeb-driven desirability
Celebrities have always had the power to influence our purchasing decisions. When a well-known face goes live to showcase a product, it instantly becomes 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 more than just products—they become something we want to be a part of.
Even in Singapore, stars like Jack Neo, Terence Cao, and Dawn Yeoh have embraced this trend with platforms such as StarLive, in collaboration with BeLive Technology. Their participation has transformed shopping into an event, something to anticipate, not just another online transaction.
I trust them; I’ve seen them on TV!
What sets celebrity live shopping apart is the real-time interaction. It’s not a polished advertisement; it’s a conversation. Viewers can ask questions, receive honest answers, and see products up close. This unscripted interaction builds trust with the audience.
In Indonesia, singer and actress Raisa Andriana frequently hosts live shopping events on Shopee, where she openly chats with viewers about beauty and lifestyle products. It feels like a casual chat with a friend, making her sessions highly effective.
Celeb-amped FOMO
There’s nothing like a limited-time offer to prompt people to click “buy.” Celebrities enhance FOMO (Fear of Missing Out) by offering special discounts or deals during live streams that viewers can only access if they act swiftly. This sense of urgency prompts 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 motivates viewers to make immediate purchases. In fact, 50 percent of viewers make purchases during live events to avoid missing out on these fleeting offers.
Supercharged celebrity fan communities
Celebrity live shopping is not just about selling products—it’s about forming a community. Fans tune in not only to purchase but also to feel closer to the stars they admire. This connection transforms casual viewers into loyal followers who return for more live events.
Platforms like TikTok and Instagram even allow fans to send virtual gifts to their favorite stars during live streams, adding a personal touch to the interaction. According to Shopify, live shopping can boost conversion rates by up to 20 percent, demonstrating that this deeper connection is essential for building lasting loyalty.
Celeb-Shoppertainment
Celebrity live shopping makes retail entertaining. Stars do not simply sell products; they bring narratives, humor, and a sense of excitement. It’s not just shopping anymore; it’s a show.
For instance, Walmart teamed up with Chris Hemsworth in a live shopping event where viewers could shop his Centr workout essentials live. The event offered an interactive shopping experience with exclusive product insights. This event turned shopping into a star-studded spectacle, keeping viewers engaged and eager to make purchases.
Celebrity-commerce: Here to stay?
Celebrity live shopping is reshaping the way we shop. 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 will not only see increased sales but also cultivate genuine relationships with their customers. Shopping is evolving into an experience, and the brands that grasp this concept will lead the future of e-commerce.
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