Before live shopping, there were home shopping television channels — HSN, QVC, and a few others that proved a personal pitch and a seamless purchasing experience could turn viewers into buyers.
But before there was home shopping, there was a radio station in Clearwater, FL.
In 1977, an advertiser called the station and confessed to being short on cash that month. Would it be all right if they paid their bill with 112 electric can openers? A slightly perplexed but optimistic talk show host at the station got on the air and offered the can openers to listeners for $9.95 a piece. They sold out within an hour. A new industry — remote shopping — was born.
What made the world’s first remote shopping experience so successful? Was it because the can openers were avocado green? Maybe. Was it because of the personal connection the radio host made with his listeners? Certainly. But there was one more element that sealed the deal — buying those can openers was easy. Listeners called in, said they wanted one and boom! It was theirs. The host even delivered the can openers on his way home.
That radio station, by the way? Its owner decided to take the idea of selling live on the air and turn it into a TV channel: the Home Shopping Network.
Creating a great e-commerce checkout flow
Let’s talk about what makes a live shopping experience easy. Easy is important, because the average online shopping cart abandonment rate is about 70%. On mobile devices, the abandonment rate climbs to 80%. Any obstacle — even a small one like a buggy text field — can result in a lost sale. The solution is to make the whole process as frictionless as possible.
Step one is getting your viewers from your stream into a purchase flow. QR codes and direct links are a simple, seamless way to get viewers where they need to go. We suggest using Restream Studio to display a QR code and drop a link into the chat during your live stream with one click.
Once they’re ready to check out, customers expect a simple, smooth and clear process. Is yours hitting the mark?