First launched in November 2023 on Chinese social media platform Douyin, Zara’s live shopping broadcast features five-hour-long livestreamed catwalk sequences, as well as backstage footage of models showcasing the Inditex-owned brand’s clothing and accessories.
The format has reportedly boosted sales in the region, which will be announced in Inditex’s quarterly results on Wednesday (5 June).
In the UK, US and Europe, the live shopping broadcast will be hosted on Zara’s own ecommerce website and mobile app.
Ebay, AliExpress and Joules have also launched live shopping this year.
Inditex declined to provide further comment.