3 Things to Know! Live Selling on Lazada, Shopee, and TikTok: Which Platform is Right for You?

In the rapidly growing world of e commerce live, doing a live stream for sales has become an indispensable tool for businesses of all sizes. But the question many marketers and online sellers still have is, "Which platform should I choose?" Between Lazada, Shopee, and TikTok, each has its own unique strengths and weaknesses. This article will take an in-depth look at the differences between the three platforms to help you decide on the best Live Commerce strategy for your business.

Why You Need to Understand the Differences Between Live Commerce Platforms

Choosing the right platform is the first and most crucial step for a successful live sales session. Each platform has a different consumer base, as well as unique features and back-end systems. If you choose a platform that aligns with your target audience and product type, you can maximize your sales efficiently without the need for trial and error. Additionally, implementing a kol marketing or influencer strategy on the right platform will help you reach customers with greater precision.

Shopee Live: Focus on Direct Sales with a Clear Target Audience

Live Shopee is immensely popular as a Live Commerce platform that focuses on direct sales. Most viewers on Shopee are already in a shopping mindset, making purchasing decisions quick and easy during the live session.

Strengths of Shopee Live:

• Purchase-ready customer base: Shopee users are already familiar with online shopping, leading to a high Conversion Rate from live streams.

• Comprehensive selling features: The live shopping cart system is user-friendly, allowing customers to place orders instantly.

• Attractive promotions: Features like Flash Deals, discounts, and Shopee Coins incentivize customers to make immediate purchases during the live session.

Things to Consider:

• High competition: The large number of sellers means there's fierce competition to attract viewers.

• Sales-focused content: Live content is primarily sales-driven, making it harder to build brand awareness or create innovative content.

Lazada Live: Build Your Brand While You Sell

Lazada is another giant e commerce live platform with interesting live features. Lazada Live focuses on blending entertainment with sales, which helps brands build a stronger connection with their customers.

Strengths of Lazada Live:

• Brand credibility: Features on the platform help brands create more engaging content, like product showcases.

• Diverse customer base: A wide variety of customers makes it easier to reach new target audiences.

• Leverage KOLs for engagement: Lazada Live is an excellent channel for using kol marketing to build credibility and attract viewers.

Things to Consider:

• Slower purchase decisions: Despite high viewership, the Conversion Rate may not be as high as on Shopee Live, as some viewers come for content rather than to purchase.

• More complex back-end system: Managing promotions and the sales system might require a steeper learning curve.

TikTok Live: Drive Trends and Attract New Customers in Real-Time

TikTok Live has become the fastest-growing Live Commerce platform, thanks to its powerful algorithm that quickly and accurately shows content to relevant users. This allows brands to reach a massive number of new customers.

Strengths of TikTok Live:

• Massive new customer reach: The TikTok algorithm pushes your tiktok livestream to interested users without significant ad spend.

• Real-time interaction: Viewers can quickly engage with your live tiktok through comments and by sending gifts.

• Engaging content: TikTok Live allows sellers to create unique and interesting content, enabling them to build a distinctive personality to attract viewers effectively.

Things to Consider:

• Requires creative content: If your content isn't interesting or unique, viewers can easily swipe away.

• Unpredictable sales: Despite high viewership, sales can be less consistent than on other e commerce live platforms, as some viewers are there primarily for entertainment.

A Successful Live Commerce Strategy: KOLs, Influencers, and Live Streams

No matter which platform you choose, a successful live stream needs a well-rounded strategy. Using an influencer or KOL in your influencer marketing is one of the most effective ways to drive results. Let's look at how hypothetical brands would decide on their live streaming platform and strategy.

• Brand A: "Mother and Baby Products" - Choosing Lazada and Shopee

Brand A wants to sell mother and baby products, a segment with a clear purchasing intent. Their marketing team decides to focus on Live Commerce on Lazada and Shopee because these platforms are where customers specifically go to shop. The live stream can focus on product demonstrations and providing in-depth information. To find an influencer, they would target parent influencers or child-rearing experts to build trust and credibility for their products.

• Brand B: "New Cosmetic Brand" - Choosing TikTok Live

Brand B is a new cosmetic brand that needs to build brand awareness and reach a younger, Gen Z audience. Their marketing team sees TikTok Live as the best fit because of its powerful algorithm that pushes a live stream to new audiences quickly and at a lower cost than other platforms. They would find an influencer who is a beauty blogger or a lifestyle influencer with a vibrant makeup style to create engaging tiktok livestream content that attracts attention and creates a buzz.

• Brand C: "Luxury Watches" - Choosing Lazada Live and Focusing on KOL Marketing

Brand C wants to sell luxury watches, which are high-value products that require a great deal of customer trust. The marketing team chose to do Live Commerce on Lazada Live with a special focus on kol marketing. This is because Lazada isn't just a platform for selling products; it's also an excellent space for creating content and building brand credibility. To find an influencer, they focused on a kol, a Key Opinion Leader who is an expert in watches or a knowledgeable collector. Live streaming with these kol influencers allows the brand to present the product's backstory in a sophisticated and trustworthy way. This helps customers considering a high-priced item feel confident and more likely to make a purchase. Furthermore, Lazada's system also allows customers to follow the store and return for repeat purchases in the future.

Conclusion: Choose the Right Platform with a Comprehensive Analysis

Live Commerce on Lazada, Shopee, and TikTok all have their own strengths. The best platform for you depends on your target audience, product type, and marketing budget.

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