How Disruptive Innovation WillA

ect the World of Retail—and Howto Win with Live Video CommerceLIVE
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Sellers everywhere must recognize that theshopping game has changed. New, disruptive
innovations are enhancing online capabilities
and enabling a customer experience like neverbefore—and businesses that want to remaincompetitive must prepare for a digitaltransformation in order to keep up.
Read on to learn more about digital disruption
in retail and how e-commerce brands can getahead through the adoption of innovativetechnologies like live selling.

What is Disruptive Innovation?

Disruptive innovation occurs when a newtechnology or business protocol completely
alters the course of a company or industry. The
upheaval takes place because the revolutionary
thing—the tech or the business model—
inevitably makes any outdated processes
ineﬃcient, and therefore, obsolete.

Think about it like this: nearly half thecompanies listed in the Fortune 500 in 2000
have since disappeared due to their inability toadapt to disruptive technologies. Put simply,
disruptive innovation changes the game, andbusinesses either adapt—or die. No industry issafe, the retail industry especially.

Strategy + Business describes
this phenomenon as an industrial “tippingpoint”—when everything is going well for alengthy period of time and then all of a sudden:
disruptive innovation knocks, threatening toblow ‘the old way’ up.

Whether you’re new to the retail game or havebeen at it for years, this shift in strategy should
be seen as an exciting challenge andopportunity for business owners and not as anoppressive or limiting next step.

Bonus

Want to Learn More About Shifts in Online Selling?

Read The Changing Retail Landscape: What Business Owners Should Know.

A History of Innovation in RetailAs stated, no industry is exempt from disruptive
innovations. In retail, this claim is backed bysome very major players.
2017 saw fashion powerhouse The Limited
close its brick-and-mortar stores and move its
inventory entirely online. 2018 saw department
store behemoth Sears, which began as a mailorder catalog as far back as 1888, ﬁle forbankruptcy. The same year Toys R Us shut its
doors for good. Each of these: historically
successful by-foot businesses. So, whathappened?

Toys R Us had a plan to boost online sales—andeven integrate augmented reality into theconsumer shopping experience—but according
to CNN, they failed to implement and execute a
successful digital infrastructure. Similarly, The
Limited was unable to keep up with the surge in
online shopping in “an increasingly challenging
environment for mall-based retail.”
In sum, technology changed consumer culture,and shopping behavior shifted. These retail
giants simply failed to keep up.

Shopper Expectation is Now Next-Level

The customer experience has never been more
immersive or convenient. Retailers today know
the drill: selling online is a must, check-out
needs to be seamless, delivery needs to bequick, and a multichannel sales strategy is oneof the best ways to gain a competitive
advantage.
However, these facets are just the beginning of
the new bottom line that currently exists in ecommerce today for younger consumers.

Seamless shopping is no longer aluxury, it is the expectation.

Driven by millennials and Gen Z shoppers,shopping online must reach beyond simplicity. It
must be entertaining, interactive, andtransformative. One of the best ways to do thisis by adopting a strategic live video commercestrategy.

Bonus

New to Live Commerce and Live Selling?

Here’s Everything You Need to Know.

2|E-commerce Mobile Apps: The Importance, Costs, and Solutions

Why Live Video Commerce?

Live video commerce through live selling has
become the leading way for brands to increase
their reach and engage new shoppers virtually—and it’s revolutionizing the way retailers dobusiness.

This addictive retail strategy blendsentertainment, e-commerce, customer
engagement, and automatic checkout to create
an immersive experience across selling
channels—that works. Live stream shoppers
have a repeat purchase rate over 6 times
higher than traditional e-commerce shoppers.

Superior Shopping Experience

Live selling allows brands to imprint theirpersonalities straight to their viewer’s newsfeed
across Facebook, Instagram, and TikTok—andon their branded mobile apps and webstores.

Pictures alone are no longer providing the typeof user experience consumers demand.
Shoppers want to see how products work andhow clothing ﬁts on real bodies, in real time.
Live video provides this immediacy.

Live selling allows brands to imprint
their personalities straight on theirviewer’s newsfeeds—acrossmultiple channels at once.
It creates a real-time connection
between brand and consumer andgives shoppers the answers theywant right away.

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It lets shoppers trigger a purchasesimply by clicking or commenting
on a video stream—whichexpedites the checkout process
and increases sales exponentially.
It makes shopping feel special,intimate, and new. Live shopping
done right is irresistible.

So cool!Not convinced?

Live selling has been leading the way in China since 2016 and has already become
standard process in 2022. (One Alibaba live sale alone brought in $7.5 billion in totaltransaction value in its ﬁrst 30 minutes.) The live video commerce market is projected to
hit $65 billion in the U.S. by 2023 and will only continue to grow, with millennial andGen-Z shoppers leading the way.
When it comes to ensuring future success for your retail business, live selling is thenecessary next step.

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Live Video Commerce is the Future of Retail

Disruptive technologies changing the course ofhistory are not new. For centuries, innovation
has shaped the course of human behavior andbusiness in particular. And today, technology is
as complex, intuitive, and pioneering as ever.
The world of retail, like all other industries, muststay vigilant in providing best-in-class, forwardthinking solutions for sellers and shoppers alike.
CommentSold, the North American leader oflive selling technology, with over 4,000
retailers, more than 100M items sold, and $3.0B+ in lifetime GMV, recognizes the value ofinnovation in retail.

CommentSold’s disruptive live selling
technology provides businesses of all sizes with
best-in-class solutions for delivering engaging
live video commerce experiences. Clients use
live video and shoppable video clips from live
events to sell fashion, beauty, home goods,electronics, and other products to over 16M
registered shoppers. CommentSold is acomplete live commerce platform, built forbusinesses of all sizes who want a full-stack live
selling solution.

Easy to Build Webstore

Cross-channel Marketing
Automation

High converting Mobile App
In-house Payment ProcessingPlatform

Incorporated Point of SaleSystemExclusive Access to Dropship
ProgramCentralized Inventory
Managment

Built-in Live Selling on
Instagram, TikTok, Facebook,Webstore, and Mobile App

Optimized Shipping andFulfillment

Ready to Try Live Selling?

Request a Trial Today
2|E-commerce Mobile Apps: The Importance, Costs, and Solutions