How “flow” is transforming online shopping: the keys to successful live streaming commerce
- Business Science Institute
- vor 7 Stunden
- 5 Min. Lesezeit
Jean-Éric Pelet*
IAE de Nantes, LEMNA
Université de Nantes, Nantes, France
*Corresponding author:
Basma Taïeb
Léonard de Vinci Pôle Universitaire Research Center
La Défense, France
* Faculty member at the Business Science Institute
Imagine an online store where the salesperson calls you by your first name, answers your questions in real time, gets the community laughing about a product, and creates an atmosphere of collective discovery. This isn't the future, it's the present of live streaming commerce (LSC), a practice that originated in China and is now taking France by storm, with conversion rates sometimes reaching 30%—ten times higher than traditional e-commerce. Behind these spectacular figures lies a subtle alchemy between reason and emotion, which our research, conducted among 555 French consumers, finally allows us to decipher.
Live shopping is not simply modernized teleshopping. It is an interactive show where the streamer—half host, half advisor—brings products to life live. Why is it so popular? The answer lies not in a single factor, but in a specific psychological sequence: trust paves the way, but it is the state of flow—that total immersion where you lose track of time—that really triggers the act of purchasing.
Trust: a necessary prerequisite, but not enough on its own
In the dematerialized world of the web, where you can't touch or try things, trust is the cornerstone. Our study confirms this: the streamer's expertise, credibility, and above all responsiveness are essential to reassure the internet user. A good presenter knows how to anticipate doubts (“Does this dress run small?”), respond to them instantly, and create a climate of reassuring closeness. This relationship of trust reduces perceived uncertainty and lays the foundation for a healthy commercial exchange.
However, and this is a striking finding of our work, this trust, however crucial it may be, is not enough to convert a viewer into a buyer. It conditions the entry into the experience, but does not determine the final decision. It is the gateway, not the act itself.
Flow: the state of grace that transforms viewers into buyers
The real trigger is more emotional, almost magical: it is entering a state of flow. Borrowed from positive psychology, this concept describes a moment of complete absorption, where attention is captivated, time seems to stand still, and the individual is fully engaged in the activity at hand. Live streaming is an ideal breeding ground for cultivating this state, thanks to two fundamental ingredients.
First, frenetic and community-driven interactivity. The comments scrolling by, the questions asked of the streamer, the reactions of other viewers (“I love that color!”) create a lively and inclusive group dynamic. Viewers no longer feel alone in front of their screens; they are part of an active audience, a temporary micro-community. This live socialization reinforces engagement and removes inhibitions about making a purchase.
Second, spectacular and narrative appeal. Good live shopping is a performance. The streamer doesn't just list product features; they tell a story, give convincing demonstrations (“Look how breathable this fabric is”), set challenges, and reveal exclusive promotions. It's entertainment in its own right, captivating the senses and maintaining a constant sense of suspense. Viewers remain glued to the screen for fear of missing out on the best deal or the funniest moment.
Our model, POPI (Process of Online Purchase Intention), clearly establishes the link: it is when prior trust allows consumers to “let go” and dive into this flow that purchase intent increases significantly. The head has given its approval; the heart and emotions then take over to take the plunge.
Management recommendations: orchestrating the trust-flow symphony
For brands and retailers, these insights provide concrete and powerful levers for action. The first step is to recruit and train “Swiss Army knife” streamers. Forget the simple salesperson. Now you need to look for personalities who are expert, charismatic, and ultra-responsive. Their technical credibility and perfect knowledge of the products must be combined with animation skills and digital empathy. They must be able to manage a live chat, create a personal connection (“Hello Marie, nice to see you again!”), and improvise to maintain the energy of the live broadcast. Investing in their training in public speaking and interactivity is not a cost, but a strategic prerequisite.
Next, it is essential to script the experience, rather than simply presenting a catalog. A successful live event is prepared like a show. It has a common thread, a rhythm, and highlights. Gamification elements must be introduced: contests with flash promo codes, gradual product reveals, invitations to customers or experts via duplex. The art lies in creating scarcity (“Special offer for the first 50 orders!”) and urgency. Galeries Lafayette, for example, excels at this by transforming its live events into occasions that make luxury accessible and vibrant, combining style advice with a festive atmosphere. The ultimate goal is to get viewers hooked on the unfolding action, not just interested in a single item.
Finally, the winning strategy is holistic and sequential. The big mistake would be to focus solely on the rational building of trust or on pure entertainment. The recipe is based on a deliberate sequence. The first part of the live stream should consolidate credibility: transparent presentation of the streamer and the brand, detailed answers to technical questions, highlighting guarantees. Once this cognitive barrier has been lowered, it's time for emotional immersion. This is the moment to increase the pace, interactions, and storytelling to get the audience into the flow. The sequence is clear: first reassure, then enchant.
Towards a new paradigm: from transaction to experience
Live streaming commerce is much more than just another box to tick in your digital strategy. It embodies a profound paradigm shift: online shopping is once again becoming a social, collective, and emotional experience. It bridges the sensory and relational gap of traditional e-commerce.
The next frontier is already on the horizon. The metaverse and virtual reality promise to amplify this immersion to an unprecedented level, allowing users to virtually “touch” products or chat with an avatar salesperson in a 3D environment. The logic of experience will continue to supplant the logic of cold transactions.
For any brand that wants to remain relevant, understanding and mastering the trust → flow dynamic is no longer an option, but a necessity. The challenge is not to sell directly, but to create moments of connection so captivating that purchasing becomes a natural and joyful consequence. The online store of tomorrow will not be a website, but a stage. And its audience will not be anonymous visitors, but spectators-actors, ready to show their enthusiasm with the most concrete form of applause: a click to buy.
Read the original article published in Recherche et Applications en Marketing: