Instagram have decided to lean further into live stream commerce with the launch of a new series of shopping based broadcasts in time for the Christmas rush, which will also incorporate exclusive product launches and influencer recommendations to help maximise interest.

The ever popular platform will host a range of shopping-based broadcasts over the 8 weeks of the year, including weekly interactive live-streams which will be starting this week:

“On Fridays in November, (November 5, 12, 19) look out for the #BuyBlack Live Shopping series to discover brands from talented Black creators. From December 5 – 15, we’re hosting a Holiday Pop-Up Shop LIVE series. Picture the magic and charm of a holiday market, but from the comfort of your couch.”

As well as the above Instagram will also host a weekly roster of ‘Guest Edit’ collections from influencers, so brace yourself for more shameful plugging.

Instagram has also decided to launch a new Gift Guides by price category on the Shop tab, which will highlight ideas in variable price ranges, with the maximum being £250, as well as this it’ll also share new tips from the Instagram Shop team on key seasonal trends and recommendations. The new features will be accessible by tapping “Holiday Picks” on the Shop tab in the app.

Last and by no means least, Instagram is also looking to help retailers maximise their holiday sales by offering 20% off a users first purchase in the app, as well as free shipping on eligible purchases, although there is every chance this is only for the US.

Live stream shopping holds major potential, with the process already becoming a major eCommerce element in China, where it’s projected to become a $423 billion industry by 2023.

So it is understandable as to why YouTube, TikTok, Pinterest and Instagram are all looking to tap into the trend, aligning with the rising use of online shopping, boosted by the pandemic and the benefits of live-stream engagement, which can help to trigger engagement and purchase activity.

Whether audiences in Europe and North America will be as open to the process remains to be seen, while the impacts of the great re-opening, as a result of the vaccine roll-out, will also be a factor in take-up. But the opportunity is there, and it’s right now, considering where shopper interest is placed, and how things will change in the coming months.

Could Christmas 2021 be the change in consumer behaviour, lets wait and see.