Facebook Set to Kick Off Live Shopping Fridays

The ecommerce initiative will run through July 16

Live Shopping streams will be available via the participating brands’ Facebook pages or the social network’s Shop page

Fridays through July 16 are now Live Shopping Fridays on Facebook, as the social network will feature livestream shopping experiences with brands in beauty, fashion and skincare/wellness.

Consumers can engage with brands, watch demonstrations, learn from experts and get answers to questions about fit and size, as well as tips, in real time, and then buy the products featured in those shoppable live videos.

On the brand side, Live Shopping helps them build relationship with customers, provide entertaining content, answer questions and streamline the purchase process through checkout with Facebook Shops.

Live Shopping streams will be available via the participating brands’ Facebook pages or the social network’s Shop page, and tapping on the featured products enables viewers to complete the checkout process without leaving Facebook.


The three themes, schedules and participating brands follow (all events are set for noon to 1:30 p.m. PT/3 p.m. to 4:30 p.m. ET):

  • Glow Up: makeup and hair care, May 21, June 11 and July 2: Alleyoop, Bobbi Brown, Sephora.
  • New Fashion Finds: apparel and accessories, May 28, June 18 and July 9: Abercrombie & Fitch, Dolcevita, Zox.
  • Self-Care Spotlight: skincare and wellness, June 4 and 25, July 16: Clinique, Dermalogica, Murad.

Facebook director of product management, commerce Yulie Kwon Kim said in a statement, “Over the past year, we’ve heard from many retailers that Live Shopping has been a lifeline for their businesses—allowing them to connect with their customers and build community when they had to close their physical stores. We know that consumers continue to discover new products and brands they love across our platforms, and our product strategy is to help make that purchase experience as frictionless as possible. That’s why we’re excited to kick off Live Shopping Fridays with an incredible lineup of brands that will bring shoppable live videos to their fans. Every brand will offer an entertaining and engaging way for their customers to connect, learn about the summer’s hottest products and trends and buy products right in the stream through our Live Shopping tool. We want to make it easy to shop on Facebook, and live shopping allows brands to present their inventory in an entertaining and personalized format that has been lacking from ecommerce.“

Abercrombie & Fitch senior vice president and Abercrombie Brands head of marketing Carey Collins Krug added, “We are laser-focused on staying close to our customers at Abercrombie, so having the ability to connect with them in a new and innovative way via Facebook Live Shopping is incredible. This is the technological crescendo of what our social selling programs have been building to, and we are thrilled to continue to evolve and expand in partnership with Facebook.”

Alleyoop CEO Leila Kashani said, “We are so excited to participate in this program. The category of Live Shopping has so much room to be disrupted. From what I’ve seen so far, the experience for the customer has been thoughtfully created to make the shopping process much more efficient, informative and fun. I like that Facebook’s Live Shopping allows brands to open up the conversation to directly engage with their fans and have two-way conversations with their customers. Up until now, Live Shopping has typically been facilitated by a third party (outside of your brand) telling your story, which may not be presented properly. Brands also never had the opportunity to answer questions directly to learn more about what their customers might be looking for. I’m excited for us to be able to bridge this gap and build a fun, Live Shopping experience for our customers.”

And Zox co-founder and CEO Jason Kuipers added, “Live Shopping with Facebook is something we’re incredibly excited about. With all of the choices that shoppers have today, interaction with the founders behind their favorite brands is the best way you could possibly shop—learning directly from the people who create the things you love. In our case, it gives me a place to share all of the pieces that make Zox meaningful—the care we put into every ‘little hug for your wrist’ we make, the causes we support and the lengths we go to in order to make everything sustainable. In normal ecommerce, that would be very hard to get across to someone on a product page without some extensive scrolling, but with Live Shopping, I’m right there with them, speaking from the heart about everything that matters to us. And deep down, I think that’s why we all really buy: We care about why people make things just as much as what they’re making.”

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