Live shopping

It combines demonstration, urgency and answering objections in real time — the three things a product page does badly. Questions get answered as they arise, which removes the doubts that would otherwise end the visit silently.

Conversion rates during live sessions run far above normal e-commerce, on much smaller audiences. The trade is that revenue is concentrated into scheduled events rather than arriving continuously.

It suits products that benefit from being shown and explained. A file that speaks for itself gains little; anything visual, wearable or physical gains a lot.