Zara will test direct shopping in Europe, the UK and the US

Zara will test direct shopping in Europe, the United Kingdom and the United States in 2024, which is already very popular in China, according to Reuters.

According to Reuters, “live shopping” will be possible through its own app and website to ensure control over aesthetics. In China, Zara has been offering weekly live shopping from Douyin, the Chinese version of TikTok, since last November. This initiative allowed sales to increase in China.

Unlike in China, where a direct purchase from a textile company takes five hours, in new markets they take 45 minutes to an hour.

At Duin, Zara’s performance includes models wearing Zara clothing, trying on shoes and jewelry. This includes catwalk looks and makeup photos. A team of 70 people works on these live shows in China in an area of about 1,000 square meters in Shanghai. On average, it attracts about 800,000 unique viewers per program.

For the United Kingdom, Europe and the United States, Live Shopping will highlight Zara Women’s collections and be led by “well-known fashion personalities,” the textile company said in a statement. Viewers can react in real-time with questions, comments and emojis.