Department store retailer Nordstrom is betting on e-commerce livestreaming with its "Livestream Shopping" channel. According to a senior vice president at the chain, Nordstrom has been eyeing the e-commerce livestream phenomenon for some time. This kind of shopping is hugely popular in Asia and especially China, but it has been slower to catch on in the United States. But the coronavirus pandemic accelerated the shift to online and may have made Americans more receptive to the idea.
Nordstrom isn't the only retailer betting that e-commerce livestreams' time has come. Walmart, Amazon, and beauty conglomerates Estee Lauder and L'Oreal have also experimented in the space.
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.