Zara is set to expand its live shopping broadcasts to the UK, Europe and the US, following a successful trial with the format in China where it has boosted sales since its launch last November.

Five-hour live shopping shows have been broadcast weekly on Douvin, TikTok’s Chinese sister site and, according to Reuters, Zara is now gearing up to see if there is a similar appetite for the format in the West.

Live shows will be hosted on Zara’s app and website, with a launch date as yet unconfirmed but expected between August and October 2024.

A Zara spokesperson said: “We want to take this to the Western countries, where livestream is not as popular…but we think why not – from an entertainment perspective this is like an evolution.”
While TV shopping channels are nothing new, social media and e-commerce have seen a new era of livestreaming, especially in China, through influencers.

The retailer launched on TikTok Shop in the UK last November, allowing customers to make purchases directly through the social network.

Now Inditex, Zara’s parent company, is reportedly investing in new ways to engage shoppers as analysts expect a slowdown in sales growth following the post-pandemic surge.

In February, Zara unveiled a new upsized store at Atria Watford, more than doubling its presence to a 43,000 sq ft unit. Similar upgrades and upsizes are also underway at Birmingham’s Bullring & Grand Central shopping centre and Liverpool ONE.

To learn more about live shopping read TheIndustry.fashion’s feature ‘A sign of the times: Is live shopping the future of retail?’ here.