Live Streaming Shopping as a new retail format: insights from a qualitative study of consumers and retailers

Purpose: Considering the emergence of Live Streaming Shopping (LSS) in Europe and the scant academic coverage it has attracted in terms of characterization, this study's aim is twofold: (1) explore how both consumers and retailers assess the distinctive attributes of LSS in order to identify its characteristics as a new form of commerce, or even retail format, and (2) analyze the motivations of both consumers and retailers for choosing it. Design/methodology/approach: A hybrid literature review – bibliometric and structured – summarizes the body of research available on LSS. Considering the research gap and our two research questions, a qualitative methodology was adopted. This incorporates three primary data sets, collected in France from LSS experts, retail managers and consumers over 18 months. Findings: LSS is a new online retail format, to be added to the range of existing options as it exhibits a typical retailing mix that is substantially different from other formats. From the retailer's perspective, three main motivations are identified while for the consumer, a total of seven motivations to participate in LSS sessions emerged. This new online format appears to be part of the continuum reflecting omnichannel integration. Originality/value: This paper (1) structures the emerging literature on LSS by developing the first hybrid literature review on the topic; (2) substantiates what characterizes LSS as a retail format from the consumer and retailer perspectives and a retail touchpoint in the consumer's omnichannel journey; and (3) proposes a definition of LSS and a research agenda. Research limitations/implications: Once the LSS literature has been further developed, the bibliometric review could be repeated to better map the field within contemporary research. Practical implications: Today's retailers cannot ignore LSS: it is a multifaceted hybrid format and touchpoint that is part of an omnichannel strategy and through which both quantitative and qualitative objectives can be achieved.