Should you host live stream shopping events on social media or your own website?

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Livestream shopping has become a popular way for retailers to engage with customers and drive sales. However, where you host these events can have a big impact on their success. While social media platforms like Instagram and Facebook are commonly used, there are several benefits to hosting livestream shopping events on your own website. Here are the advantages of hosting livestream shopping events on your own website over social media.

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1. Greater Control Over Content and Presentation
‍One of the biggest benefits of hosting livestream shopping events on your own website is the greater control you have over the content and presentation. Social media platforms can be restrictive in terms of the format, length, and style of your livestream, which can limit your ability to showcase your brand and products in the way you want. When hosting on your own website, you have more flexibility to create a unique experience that reflects your brand and appeals to your audience.

2. Better conversion rates
Hosting live stream shopping events on your own website tends to lead to better conversion rates. This is because you have greater control over the checkout process and can provide a more seamless experience for customers. When hosting on social media platforms, customers may be distracted by other content or have to navigate away from the platform to complete a purchase. This can lead to a higher cart abandonment rate and lower conversion rates. On your own website, you can provide a streamlined checkout process that reduces friction and makes it easier for customers to complete a purchase.

3. Capture and Analyze Customer Data
When you host on social media platforms, you have limited access to customer data, which can make it difficult to track the success of your event and improve your marketing and sales strategies. When customers purchase through your own website, you have access to their data, including their contact information, purchase history, and browsing behavior. This data can be used to create targeted marketing campaigns, improve customer experience, and make data-driven decisions.

4. Build Your Brand and Stand Out from Competitors
By creating a unique and engaging experience, you can establish your brand as a leader in the industry and create a loyal following of customers. On social media platforms, you may struggle to stand out from competitors and create a memorable brand experience.

5. Fewer distractions:
When customers are already on your website, they are more likely to make a purchase than if they have to leave the platform to buy something. Customers may be more easily distracted by other content or advertisements, leading to a higher likelihood of cart abandonment and lower conversion rates. This means that livestream shopping events hosted on your own website may have better conversion rates than those hosted on social media platforms.

‍6. Limited reach:
Social media algorithms can limit the reach of a livestream shopping event. For example, on Facebook, only a small percentage of a seller's followers may see their live stream, unless the seller pays to boost the post or uses other tactics to increase visibility.

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Livestream shopping is an effective way to engage with customers and drive sales. While social media platforms can be a useful tool for hosting these events, there are several benefits to hosting livestream shopping events on your own website. By taking control of the content and presentation, capturing and analyzing customer data, providing a better checkout experience, and building your brand, you can create a more engaging and effective event that drives sales and builds customer loyalty. If you’re interested in hosting a livestream shopping event, consider hosting it on your own website to maximize its success.

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