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If it’s your first time learning of ‘Singles Day’, we have some news. It’s not a day to drown in Ben and Jerry’s, sink a glass of red over Bridget Jones, or blast Cher on full volume (although you don’t need an excuse for that, right?).

Nope. Singles Day refers to a date firmly in the non-romantic sense. 11/11 to be precise- which, if you’re reading this with good timekeeping, is today!

Singles Day occurs on the 11th day of the 11th month: 11/11. Initially known as the ‘bare-sticks holiday’, it quickly commercialised from a celebration of bachelorhood to the biggest day for eCommerce shopping in Asia. Singles Day is largely driven by the Alibaba-owned platform Tmall. This year, Alibaba estimates over 15 million products from more than 140,000 brands will be offering discounts- and the sales aren’t too shabby either. 2020 saw Singles Day rack up a whopping £70 billion; more than Black Friday, Cyber Monday, and Prime Day combined.

The key difference between Singles Day and its Western counterparts, however, is in its usage of livestream shopping (also known as live commerce). Hosts flog everything from kitchen appliances, to electronics, to beauty products. Success is shown in the monetary rewards: last year, live commerce bought in a massive £313 million.

Whilst live commerce is gaining traction quickly in Europe and gradually in America, it’s worth questioning why exactly the Western world has been slower to adopt this as a selling method. In a world that loves simplicity, shoppable streams appear the ultimate indicator of ease. Want to buy a sofa, from your sofa? No problem. Proposing, but can’t risk being seen in the jewelers? Say no more.

Go Instore has long recognized this- in fact, we’ve been pioneering in the live-selling space since 2014. As we approach Black Friday and move into the festive season, we’re anticipating our biggest year yet. Our ShopStream feature is expected to power livestreams from some of the biggest retailers in the world to up to a million consumers. Much like the shoppable streams showcased on Singles Day, our feature allows customers to join streams, interact with in-store experts in real time, and engage with other shoppers through a Q&A feature.

So, this Singles Day, given the huge profits that lie in live commerce, it’s worth re-iterating the opening point: if you’re only just learning of 11/11 and live-streaming, it might just be an event worth familiarizing yourself with.

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“By partnering with Go Instore, we’re able to deliver the same level of expert advice and guidance regardless of how customers interact with us. We couldn’t be prouder of our store colleagues, so this a perfect solution to continue driving our pet care experience forwards. Go Instore's live video solution has helped Pets at Home deliver for our customers when and where they need it the most. As a pet care business that offers a wide variety of services and product solutions, we want to create a joined-up pet care experience so that our customers know they will receive the same great level of service however they choose to shop with us.”

“90% of customers want to sit on a sofa before they purchase it. This isn’t always possible due to the often remote locations of our stores. Go Instore’s one-to-one solution has enabled our customers to trust the sales expert on the other side of the line to test out the sofa for them before completing their purchase. Our Sofologists are able to create an instant connection with customers and remove any friction from the buying journey.”

“Cycle Show, one of our biggest marketing exhibitions, was cancelled due to the pandemic – so we decided to take it online with Go Instore. The reach exceeded what we would expect to see at the in-person show with tens of thousands, possibly even hundreds of thousands, tuning in. ShopStream is the best way of leveraging our top of the range showroom and committed store staff to build a true omnichannel business that millions of customers around the world can enjoy.”

“Our M&S Video Expert service helps us to offer our customers flexible, easy and rewarding shopping experiences whether they choose to shop online, in-store, or both. We are building a shopping experience that’s fit for the future as our colleagues offer the same renowned experience expected in-store, to online customers, having started on Furniture, we have expanded to menswear and will launched on Lingerie in September 2021.”