Latest Trend Hunter Report Looks at Evolution of Live Commerce

August 18, 2022 | TrendHunter.com’s latest free report for Toy Association members looks at how shopping, especially e-commerce, is evolving to be more interactive, engaging, and aligned with consumer lifestyles.

“Taking an omnichannel approach to live commerce not only allows today’s consumers to shop in a way that’s convenient to how they spend their time but it’s also an opportunity for brands to create meaningful new engagements that can result in immediate returns,” said Anne McConnell, senior director of market research & data strategy at The Toy Association. “We encourage our members take advantage of this free report to gain insights on new retailing tools they can use to grow their businesses.”

Some of the key trends and examples highlighted in this report include:

• Livestream Retail— Branded, celebrity, or influencer-featuring livestreams have sway among Gen Z and young Millennials, with livestreaming being perceived as more authentic and less edited than other forms of marketing. YouTube recently announced that it is developing new features that will make it easier for users to buy from brands directly through the platform, which will likely align with the company's new e-commerce-focused efforts including livestream events and shoppable ads.
• Shoppable Experiences – Companies can now curate unique interactive branded experiences for customers. Through its partnership with interactive video company Eko, Walmart introduced Walmart Cookshop, a new interactive cooking video series that lets viewers purchase products and ingredients as they watch.
• App-Based Retail - Retailers are creating apps to accompany customers' in-store experiences, helping to enhance customer interactions with everything from product information to shopping assistance. Ulta Beauty is testing Paypal's 'Happy Returns' service across 1,300 of its physical retail locations. The Happy Returns system allows customers to seamlessly return items at an in-person drop-off location after being approved for the return.

The report also highlights specific examples of how toy companies are taking an omnichannel approach. IMC Toys is introducing a new Over-The-Top (OTT) shoppable toy video platform, Kitoons OTT, that suggests products based on the videos that are being watched. Featuring 100+ videos from its brands like Cry Babies Magic Tears, VIP Pets, and Bloopies, viewers can learn about the products and add them to wish lists to share with their parents.

This report is the latest in a series from Trend Hunter offering in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, toy companies can click on the report’s consumer insights examples, scroll down, and click the images for further information.

TrendHunter.com has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.