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From Bartending to Boutique: How Live Shopping Became a Career for Kelsey Krakora
After graduating college, Kelsey Krakora initially pursued employment in the food service sector, working full-time as a bartender and server in a steakhouse.
Her involvement in online retail began as a part-time venture, selling clothing through digital platforms.
However, 2021 marked a significant shift for Ms. Krakora, who resides in Cleveland.
She transitioned to full-time selling of apparel utilizing **live shopping** platforms Whatnot and Poshmark – **online marketplaces** that integrate live video for product sales.
“My debut **live show** on Poshmark was November 27, 2022. I achieved zero sales during that initial broadcast… but that situation was short-lived!” Krakora recounts.
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Currently, her **live shopping streams** average approximately 100 items sold per show, generating roughly $1,000 in revenue (£773).
The Allure of Live Shopping Events
Ms. Krakora typically hosts shows lasting three hours, conducting between two and three sessions weekly.
“These interactive events foster inclusivity, offer convenience allowing you to shop from the comfort of your home, and eliminate the necessity to visit physical retail locations,” Ms. Krakora explains.
**Live shopping** has gained substantial traction in the Asia-Pacific region for a considerable period, with social media networks like Douyin in China frequently featuring **live shopping streams**. Now, brands in Europe and the United States are increasingly experimenting with this evolving mode of product distribution.
**Live shopping** shares similarities with established home shopping networks, such as QVC, where viewers are encouraged to phone in orders for products demonstrated by presenters.
However, **live shopping** provides a more direct and expedited route from consumer interest to purchase, especially in an era characterized by streamlined online transactions facilitated by e-commerce giants like Amazon.
Furthermore, as younger demographics increasingly opt out of traditional cable television services, conventional shopping channels are losing their former prominence.
Market analysis indicates that the **live shopping** sector has expanded to an estimated $32 billion market value, with fashion, cosmetics, and collectibles representing the most active product categories.
Consumer Adoption and Industry Insights
A 2024 study conducted by digital commerce platform VTEX revealed that 45% of consumers in the United States have participated in **live shopping events**, either browsing or making purchases, within the preceding year.
Guillaume Faure, chief executive of LiveMeUp, a provider of **live shopping** video software, recalls the point at which interest in **live shopping** experienced a significant upturn.
“The introduction of Reels by Instagram and Shorts by YouTube triggered a noticeable surge in the popularity of **live shopping**.”
He has observed the prevalence of tutorial and instructional content in **live shopping broadcasts**, such as hosts demonstrating make-up application techniques or floral arranging to create visually appealing bouquets.
Skeptical Perspectives on Scalability
Nevertheless, some analysts suggest that the long-term appeal of **live shopping** may be constrained.
“Numerous companies have explored **live shopping** initiatives, but they often face scalability challenges,” contends Sucharita Kodali, a retail analyst at Forrester Research.
“While it may prove effective in markets like China, which lack the high density of physical retail stores found in the US, American consumers may still prefer the tangible experience of trying on garments in person rather than relying on a host’s demonstration,” she elaborates.