- For the third time, the Inquiry Agency carried out a survey on knowledge of the concept of "live commerce" and habits related to such purchases. 30% of Poles have heard the term "live commerce", but after presenting the definition of the phenomenon, the declared knowledge increased to 70% – similarly to previous years.
- It is not surprising that it is clearly more commonly known among the two youngest groups of Poles – those aged 18-24 and 25-34.
- Almost every fourth of us has encountered an online sales broadcast. 15% of adult Poles participate in them regularly, but only 12% have made a purchase during such a broadcast. They were mostly people aged 25 to 34 (18%).
They are invariably the absolute leader when it comes to "live commerce".
social media, especially Facebook. It is through it that Poles most often encounter purchases during sales broadcasts (60% of people who have encountered live commerce broadcasts).
This also happens on YouTube (28%) and Instagram (28%), but still much less frequently than on Facebook.
What do we buy during live commerce?
So what do we buy during such broadcasts? By far the most popular category is adult clothing (45% of those who have ever made live commerce purchases). The next places are footwear and accessories (26%), clothing and children's products (22%) and cosmetics (21%).
read more
Report: 17 percent Poles shopping online used live commerce
The biggest changes observed in subsequent waves of the study concern the average amounts that Poles spend on one-off purchases during online broadcasts. In 2022, the amount was PLN 308, which then dropped significantly in 2023 to PLN 206, and increased again in this year's study to PLN 220.
Shopping in the form of "live commerce" generates a high level of satisfaction and contentment among customers. As many as 72% of people who have ever used this form of shopping evaluate it positively, and 2/3 of respondents in this group intend to continue using it.
Live commerce shopping is still a niche that needs an impulse to develop. This form of shopping is more common among younger people and it can be assumed that the popularity of live commerce will increase in the future. However, this segment is dominated by small players, which limits development opportunities. – says Agnieszka Górnicka, president of Inquiry.