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03/17/2021

Nordstrom launches livestream shopping platform

Dan Berthiaume
Senior Editor, Technology
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An upscale department store chain is the latest retailer to join the livestream shopping trend.

Nordstrom will debut its first livestream shopping offering, a virtual styling event with Burberry that includes curated runway pieces and a live, interactive Q&A, on Thursday, March 18. Other upcoming livestream shopping events include a live virtual review of the Lafayette 148 New York Spring 2021 collection, as well as two virtual spring beauty panels.

Customers can RSVP on the Nordstrom Live social shopping page, and then receive day of event reminders via email. 

Nordstrom is not alone among U.S. retailers in exploring livestream shopping, which has been a mainstream digital commerce channel in Asia for several years. Walmart has been utilizing the TikTok short video platform to host livestream shopping events, while Amazon offers a livestream shopping service called Amazon Live. Other examples include offerings from J.C. Penney and Fred Segal

“There’s so much opportunity for us to get closer to the customer,” Fanya Chandler, senior VP and head of styling and selling at Nordstrom, said in an interview with CNBC. “We hope customers see this as an opportunity to seamlessly shop and participate in an informative and entertaining event.”