Seamless and Social Beauty Shopping

Anna Otieno, Head of Research, Strategy & Insights

Carli Gernot, Content Development Specialist

What’s Up

Trendio is a new video shopping app which aims to enhance shopping for beauty products via a TikTok-like feed featuring previews of different products. The app, available on iOS, Android, and Roku, allows users to swipe through short video previews of various products, tap to watch the full video, and access live video and chat with creators and other viewers about specific items.

Users can browse the video catalog and shop for new items, check out featured brands and creator channels. Products can be purchased directly from the app and Trendio makes a commission for every product sold on the platform.

Some of the beauty brands on Trendio include Merit, Philosophy, Ursa Major, Nudestix, Kjaer Weis, Joanna Vargas, Coola and Avene.

What It Means

E-commerce platforms are adding video-centered features to appeal to the TikTok generation: Both Amazon and Walmart introduced image-based, personalized in-app shopping experiences while Best Buy teamed up with TalkShopLive to offer in-store pick up within livestream shopping. These more immersive and visual interfaces are an important part of an increasingly blended omni-channel consumer experience, especially because more consumers are turning to social media nearly as often as search engines to shop and learn about brands.

According to GWI’s Connecting the Dots 2023 report, 44% of consumers said they go to social media to find out information about brands/products while 49% said they use search engines. Social shopping has established itself and within these immersive e-commerce experiences, livestreams are positioned to deliver on how consumers want to shop and buy. Social Sprout’s Social Shopping in 2022 report finds that 71% of livestream watchers have bought something on social and 48% said they anticipate buying more through in-platform shopping features throughout 2022.

As consumers become more able to virtually try on makeup, use AR to see which apparel items fit best, and virtually test out how furniture looks in their spaces, these image and video-based tools and platforms will become the e-commerce norm. Retailers and brands need to develop seamless and social ways to facilitate the kind of engagement consumers are after.

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