Live Shopping: Social Media vs Website

Mar 13, 2024 | Blog, by GOLIVE, Product

When it comes to live streaming, companies face a choice between broadcasting social media streaming, through platforms like Instagram or TikTok Live, and integrating live shopping into their eCommerce websites.

Social media streaming offers real-time engagement with a wide audience, while website live shopping provides control and insights within the brand’s own digital space. With GOLIVE, it is possible to experience the best of both worlds thanks to the “social streaming” feature. Let’s see the differences between the two approaches, exploring benefits and reviews to help companies make decisions about future live shopping strategies.


live shopping social media website

Benefits of Social Media Live Streaming

Marketers know it well: live video content holds a distinct advantage in social media algorithms. Platforms such as Facebook, Instagram, and YouTube prioritise live content, boosting visibility and significantly enhancing the chances of reaching a broader audience. Once a brand has leveraged the algorithm preference, it would be quite easy to improve the social media presence.

Streaming a live show on social media effortlessly connects a brand with its existing followers and captivates their attention as they scroll through their feeds. Furthermore, social media live streaming can receive a significant boost through the strategic use of hashtags and countdown stories. Brands can tag influencers, followers and other relevant accounts, increasing the likelihood of resharing and expanding the reach of the event.

Choosing the Right Platform

When it comes to targeting, depending on the platform a company is broadcasting a live show on, social media platforms offer the perfect space to tailor a brand’s message to a specific audience. For instance, TikTok is an interactive platform particularly appealing to the Gen Z audience. It empowers creators to promote products to a youthful community; according to a study, 1 in 5 live streaming users engages with TikTok, with 62% doing so daily.

Looking for a broader audience? YouTube stands out as the best platform to achieve this goal. Marketers across different industries can leverage YouTube’s extensive reach to conduct engaging live sessions, drawing in new subscribers and enhancing visibility in a competitive online landscape. Facebook is versatile as well, as it can meet a variety of marketing needs. Whether companies run an eCommerce store, or promote online courses, Facebook allows brands to connect with the target audience and strengthen their online presence.

On the other hand, Instagram is worthwhile for brands that are already established on the platform. With a visually captivating format, Instagram facilitates interaction with followers, the sharing of behind-the-scenes content, and the hosting of short live Q&A sessions.

To amplify the effectiveness of live streaming, it’s crucial to choose a platform that resonates with a brand’s marketing goals and expected audience. As the live streaming strategy is defined, it is important to prioritise the consistency and delivery of high-quality content. We suggest starting with small-scale initiatives, embracing experimentation, and gradually building confidence paving the way for success.

Photo by Solen Feyissa on Unsplash

The Cons of Social Media Live Streaming

Relying on social live streaming entails limitations for brands, as features like shoppable content options in live shows are either absent or restricted to specific regions. Moreover, the lack of shoppable video functionality on social media platforms not only prevents brands from accessing detailed data insights that are critical to optimising sales but also increases the risk of losing potential live viewers by requiring them to open the eCommerce website in another navigation tab. Transitioning to live shopping players on websites enables brands to overcome such limitations, granting companies access to granular data that can drive strategic decision-making and empower more personalized and impactful marketing strategies.

Benefits of Website Live Streaming

Contrarily, hosting live shopping shows on a website offers the advantage of a controlled environment, where a brand has full autonomy over the customer experience. From the layout and presentation to the messaging and branding, every aspect can be tailored to align with the brand identity and goals, ensuring a cohesive and immersive shopping experience.

Integrating the live streaming player with a website simplifies the purchasing process for customers, offering a cohesive and intuitive shopping experience. With products displayed in live shows, customers can easily browse, learn about, and purchase items in real-time, without the need to navigate to a separate platform. This integrated approach enhances convenience, fosters trust, and encourages seamless conversions for a brand.

Finally, with GOLIVE’s player, it is possible to achieve full graphics customisation, aligning seamlessly with the brand’s identity. From fonts and colour palettes to language preferences, it is possible to tailor every aspect of the player to reflect a brand’s originality. This level of customization not only enhances brand consistency but also elevates the viewer experience, creating a cohesive and engaging result.

Photo by Libby Penner on Unsplash

GOLIVE for a Data-Driven Approach

Leveraging website and live shopping analytics provides invaluable insights into customer behaviour and preferences that you can’t access through social media alone.
By analyzing metrics such as engagement levels, conversion rates, and product interactions, a brand can gain a deeper understanding of the audience and their shopping journey. Such data empower a company to personalize future events, optimize product offerings, and enhance overall customer satisfaction.

How to Social Stream with GOLIVE

GOLIVE’s “Social Streaming” feature is incredibly straightforward and intuitive. To simulcast a live stream, it is necessary to create a new show with GOLIVE and choose the “social streaming” option. Then, it is necessary to select the preferred social platform; the live stream will appear as a shoppable video on the eCommerce website and simultaneously live on the selected social media.

You can start planning your live shopping strategy for 2024 today with with GOLIVE, the AI-powered live shopping platform.

Schedule a demo today to explore ways to elevate your eCommerce conversion rates!