Zara expands live shopping experiment to UK, Europe, and US, utilizing a popular Chinese format.
Zara is expanding its live shopping experiment to the UK, Europe, and US, testing a format that's popular in China. The five-hour long live shopping shows in China, launched on Douyin (TikTok's Chinese sister site) in November, have helped boost Zara's sales. This new initiative is expected to engage Western shoppers who are less familiar with the format. Live shows will be hosted on Zara's own app and website.
June 03, 2024
4 Articles