Lo que las marcas occidentales pueden aprender del auge del comercio social en Asia

Por qué Asia se adelantó

En Asia, Live Shopping no surgió de la nada, sino que encajó perfectamente en la forma en que la gente ya compraba y socializaba en línea.

Audiences are concentrated: 

En China y en toda Asia, más de mil millones de consumidores se reúnen en unas pocas aplicaciones dominantes. Esa densidad significa que creadores, marcas y compradores se reúnen en los mismos espacios digitales, y "salir en directo" se convierte en un paso natural, no en un nuevo comportamiento.

Everything's integrated:

Desde los pagos hasta la logística, cada paso se realiza de forma nativa en la plataforma. Los espectadores pueden pasar de ver → querer → comprar sin salir de la transmisión. La fricción es casi nula.

The results speak for themselves:

Recent research shows that 84% of Asian consumers have watched or purchased through a livestream. Global live commerce is expected to reach $2 trillion by 2030.

The West is catching up - but with a different starting point: more fragmented audiences and more complex tech stacks.

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Un modelo a seguir: La casa de moda japonesa

One of Ron’s favorite examples comes from Japan — a small fashion brand with around 10 stores that goes live every night at 8 PM for 20–30 minutes. They simulcast to their website, YouTube, and Instagram, powered by three simple yet consistent Standard Operating Procedures (SOPs):

The Reveal: Each show begins with a physical card showing that night’s coupon code — a ritual that builds anticipation.

The 45-Second Checkout Demo: Hosts show new viewers exactly how to add to cart and checkout using an iPad. Every time.

Size & Fit Transparency: Staff model the clothes while holding a card with their height and size, removing uncertainty.

Los resultados:

• +47% valor medio de los pedidos
• Descenso significativo de las tasas de retorno
• 35%+ of total revenue now driven by live

The takeaway? Not “go live daily,” but rather: be consistent, educate viewers, and remove friction relentlessly. Find a rhythm and ritual that fits your brand.

Por qué "copiar y pegar en China" no funciona

Muchos minoristas occidentales miran al Este e intentan replicar la fórmula, pero el contexto importa.

Trafic is the trap.

‍In China, platforms are the mall. In the West, most brands operate from their .com, and underestimate how much effort it takes to drive traffic to a live event — especially across time zones.

How to fix it: Multistream across all major channels to meet audiences where they already are.

One-offs don't build momentum.

‍A big pre-produced event followed by silence doesn’t work. Viewers need habit and familiarity.

How to fix it: Treat live as a recurring show, not a campaign stunt.

Desajuste de influenciadores.

Un gran número de seguidores no siempre equivale a conversiones. Sin una auténtica química de marca, las ventas se retrasan.

How to fix it: Choose hosts who genuinely fit your brand and customer base.

La realidad de la audiencia

Es hora de dejar atrás el mito de que "Live Shopping es sólo para la Generación Z".

• Gen X and Boomers dominate Facebook, which remains a strong Live Shopping hub. Simulcast there — but funnel viewers to your website player, where you own the data and upsell opportunities.
• Millennials and Gen Z are more active on Instagram and TikTok. Meet them there too.

Your move: Start where your current customers already gather — then bridge them to your owned channels for long-term value.

¿Quién debe ser el anfitrión? (Pista: empiece por dentro)

In Western markets, authenticity beats polish every time. Your best hosts are often already on your payroll:

• Your store associates, designers, or founders — people who live and breathe the product.
• Or creators co-hosting with insiders (e.g., your CMO, buyer, or product lead).

Los espectadores no necesitan perfección. Conectan con personas reales que tropiezan, ríen y saben de lo que hablan. Eso es lo que convierte.

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Los 3 primeros pasos críticos de Ron

¿Listo para empezar? Ron recomienda tres movimientos esenciales:

Make Live a program, not a project: Build it into your ongoing marketing stack — alongside ads, email, and influencer. Align every partner on this mindset.

Ship the show, then sharpen it: Don’t wait for perfect lighting. Start lean, learn fast, and improve through reps.

Use what you have: Turn a corner of your store, office, or warehouse into a set. Let in-store shoppers feel the buzz. Save studio productions for seasonal peaks.

Ganancias rápidas para el cuarto trimestre (temporada alta de ventas al por menor)

Si te estás preparando para el ajetreo navideño, céntrate en estas sencillas jugadas:

• Anchor SKUs: Feature one hero product + one bundle per show to lift AOV without heavy discounting.
• Consistency: Keep a predictable slot (e.g., Thursdays 19:00). Viewers build habits.
• Value over discount: Offer vouchers, early access, or exclusive drops instead of eroding margins.

Case in point: For Harley-Davidson’s Singles’ Day campaign, Ron’s team introduced a voucher-back mechanic — buyers of limited-edition bikes earned store vouchers valid all year. The result? Massive awareness and loyalty — without discounting core products.

Errores comunes (y cómo solucionarlos)

1. “We tried once; it didn’t work.” → Treat the first show like episode one, not a one-off. Promote it like a premiere.

2. No viewers at start time? → Warm up with countdowns, pre-live teasers, and SMS/email nudges (“We’re live in 10!”).

3. High return rates? → Add live Q&A for sizing, and include fit cards in your replay.

Panorama general

La compra en vivo en Occidente no será un reflejo de China, y no debería serlo. Lo importante es adoptar los principios que la hicieron prosperar:

• La coherencia crea comunidad
• La claridad elimina la fricción (enseñar a pagar siempre)
• La autenticidad se convierte

Así que: elige una franja horaria, sal en directo y mejora con cada actuación.

¿Listo para lanzar su programa?

Sprii powers fully shoppable live experiences across your website and every major social channel — complete with multi-streaming, shoppable replays, engagement tools, and performance analytics.

Si está listo para comenzar (o reiniciar) su viaje por Live Shopping, estamos aquí para ayudarle.

Explore more Expert Talks, case studies, and crash courses at sprii.io.

And if you enjoyed this discussion, connect with Ron Wardle on LinkedIn to keep the conversation going.