Nordstrom (NYSE:JWN) said Wednesday it will debut its own Livestream Shopping channel, as part of its broader ambitions to delve into e-commerce livestreaming, which is already a huge phenomenon in Asia.
Retailers such as Nordstrom are playing catch-up in the U.S. to a trend that has been rampant for years overseas, in large part thanks to early efforts by the Chinese e-commerce giant Alibaba (NYSE:BABA).
Shoppable livestreams, akin to QVC, have struggled to take off with Americans. Experts say that’s partially because American consumers have been less receptive to the idea of buying goods via livestream and because the U.S. lacks so-called multichannel networks, or MCNs, that provide livestreaming services for businesses. MCNs are more common across China and can help brands grow an online audience.
In the coming months, Nordstrom will host, among other things, a styling livestream on “how to wear Burberry runway looks,” a spring beauty trend happy hour, and a conversation with the British makeup artist Charlotte Tilbury, the company said. During each event, customers will be able to shop the fashion products mentioned that are available on Nordstrom’s website and participate in a live chatroom.
For Nordstrom, the idea of launching a shoppable livestreaming channel hasn’t been brewing for long. The company decided late into this past holiday season to experiment in the space, drawing on China’s playbook.
JWN shares gathered 47 cents, or 1.1%, to $45.33.