In China it is already a market worth billions: live shopping, i.e. shopping via livestream on the Internet. Here, presenters show products and answer questions the viewers can ask via a chat function. The products presented in the show can be placed directly in the viewers' shopping baskets. Möbel Höffner ("Höffi TV") already does regular live shopping shows, now the mail-order company Otto is also testing the format. "In the first test run at the beginning of October, customers were watching us for an average of six minutes," says Merja Saranpää, Senior Project Manager at Otto. The total broadcast time was 20 minutes; a total of 32,000 interested people had clicked into the show live and afterwards.
The last show had its focus on articles from the home & living segment and was conceived in cooperation with the agency Oddity. The second event on 10 November (7 p.m.) will focus on Otto's own furniture brand Leonique. It will be hosted by Jenny Augusta (known from Pro7) and interior influencer Safa.