Bambuser enters China as it works with fashion retailer Zara on livestream and video commerce strategy

Bambuser has announced ts first launch in China with a dedicated platform for Zara that integrates livestream shopping and video commerce across its e-commerce channels.

The partnership is timed with the launch of Zara’s ‘Chinese New Year’ collection, which was launched on 9th January, and is available for purchase through shoppable livestreams.

In China, 54.7% of consumers shop through livestreams, according to the 53rd Statistical Report on China’s Internet Development. Bambuser’s platform enables brands to integrate shoppable videos and livestreams across their online channels.

“China is the dominant market for live shopping, which is traditionally run on marketplaces and third party platforms. However, brands are increasingly shifting toward direct-to-consumer (D2C) strategies to offer the same engaging live video shopping experiences on their own platform," says Maryam Ghahremani, CEO at Bambuser. 

“Zara is one such brand embracing this shift, and our expansion into this market is empowering Zara and other brands on their D2C journey, enabling them to deliver seamless, high quality livestreams directly to their audiences in every channel.”

In 2024, Zara teamed up with Bambuser to launch ‘ZaraStreaming’, a debut livestream shopping event that allowed western-based consumers to buy directly from a live video experience. The pair lay claim to thousands of customers being drawn in by the appearance of supermodel Cindy Crawford and her daughter, Kaia Gerber.

2024 RTIH INNOVATION AWARDS

Live shopping was a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.