A unique way to shop online: Live, directly from

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UK retailer Marks & Spencer has announced the launch of Live Shopping through its website, bringing a new way of shopping and exploiting the growth of global e-commerce, according to Fashion United.

Facilitated by retailer software partner Lisa, the weekly broadcasts will be hosted by an expert who will go into details about the collections, give product demonstrations, answer questions via live chat, and allow viewers to purchase products while watching.

Live Shopping aims to bring a new channel of communication with customers, while continuing to stimulate brand awareness and collect customer feedback.

The series will launch with a focus on the newly established active clothing brand from Marks & Spencer, Goodmove, on January 28th.

In a statement, Stephen Langford, director of the Marks & Spencer website, said of the new experience: “It’s a global trend in how customers use social media – we all know how much we interact with video content – at home or on the go. Live shopping puts our experts at the forefront and gives them the perfect platform to share the Marks & Spencer difference. ”

In addition to streaming, viewers will have access to a click & collect format and online video consultations for household items and clothing.

The Live Shopping feature is the latest in a series of activation of the retailer, which aims to offer customers perfect shopping experiences, with a series of initiatives already underway in the last 18 months. It appears as the retailer continues to look for ways to grow its e-commerce presence.