NBCUniversal to launch livestream shopping, following Big Tech’s lead

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November 9 (Businesshala) – NBCUniversal is making its livestream shopping debut during the holiday season with a show on Instagram and other platforms, allowing viewers to see clothing, home decor and other products featured at the event, Comcast Corp (CMCSA.O) ) is allowed to purchase. unit said on Tuesday.

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The traditional media company is vying with tech companies for a part of the so-called social commerce industry, which is expected to grow from $36 billion to $50 billion in annual US sales by 2023, according to research firm eMarketer.

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TikTok is testing livestreamed shopping and Snap Inc. (SNAP.N) is investing in augmented reality technology to help Snapchat users virtually try on items like watches, jewelry and other apparel to reap the returns Which is a major problem facing online retailers.

NBCUniversal will air the new show, “Impulse Try with Remy Bader,” live on Instagram, Facebook (F.B.O) and Comcast’s Xfinity X1 cable box for three days beginning Friday, November 26. One day after each episode airs, the show will be available on Comcast’s Peacock streaming service and on the NBC app.

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Badar, 26, who lost her marketing job due to the COVID-19 pandemic, quickly built up a TikTok in which she shared how clothes from different brands fit curvy bodies.

NBCUniversal also launched the “Virtual Bravo Marketplace,” an augmented reality-powered website that allows users to purchase products linked to the show on its Bravo channel, including the “Below Deck” and “Real Housewives” franchises. .

The show and website use an ecommerce tool called NBCUniversal Checkout, developed by the company last year, which allows shoppers to stay on the website while making their purchases. NBCUniversal takes a cut of those sales.

Reporting by Helen Coster in New York; Additional reporting by Sheila Dang in Dallas; Richard Chang. editing by

.

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