Simon Andrews and Anthony McGuire discuss the evolution of live shopping, tracing its roots back to market stalls and early television shopping channels like QVC. They highlight the shift from traditional in-store experiences to e-commerce, which stripped the fun and information from shopping. The conversation explores the success of live shopping in China, particularly with platforms like Taobao Live and the influence of influencers like Li Jiaqi. They also touch on the challenges and opportunities for live shopping in the West, noting the potential of platforms like TikTok and the importance of integrating live shopping with social media and influencer marketing.
Simon Andrews is the publisher of Mobile Fix, a well-regarded newsletter focused on insights into mobile marketing, technology, and digital transformation. He is also the founder of Addictive!, a full-service mobile agency that has worked with brands, agencies, and adtech firms to navigate the complexities of mobile and digital advertising.
With over two decades of experience in the advertising industry at places like WPP, Simon has built a reputation as a thought leader in mobile technology, digital strategy, and mobile advertising. His expertise covers areas such as mobile innovation, mobile money, and emerging tech like the Internet of Things. Simon has regularly been featured at key industry events like SXSW and worked with prominent clients on mobile strategy and digital transformation projects.
Time Stamps:
0:00 - The Evolution of Live Shopping
2:01 - Barry Diller's pivotal moment
4:59 - Chinese livestreaming and mobile commerce
10:11 - Live Shopping in the West and TikTok's role
22:36 - The Future of Live Shopping and Retail Media