Flying Tiger Copenhagen has announced ‘Live Shopping’ events in the UK market as part of its growth strategy in the country.

The live events will be produced in collaboration with live commerce platform Sprii, with the first broadcast scheduled for 21 September.

Flying Tiger Copenhagen has previously tested live events primarily on TikTok for key retail seasons like Halloween, Christmas, Valentine’s Day and Easter.

These events reportedly helped build community and engagement, with high viewer time spent (+17 hours on average) and engagement rates (+596%). Approximately 32.5% of live event audiences were non-followers, demonstrating live video’s ability to reach new audiences.

By partnering with Sprii for live shopping, Flying Tiger Copenhagen can now connect these events directly to its ecommerce sales. Sprii’s platform integrates with Flying Tiger Copenhagen’s website allowing viewers to instantly shop the featured products.

Flying Tiger’s goal is to scale live shopping to additional markets and make it a regular part of the company’s digital marketing strategy.

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Flying Tiger team lead marketing performance Sara Gammelgaard commented: “We see live shopping as an opportunity to attract attention to our brand and products and convert interest instantly into sales. The interactive nature of livestream shopping allows us to showcase our products in an engaging, entertaining way.”

Sprii CEO Christian Vester previously told Retail Insight Network that “In today’s fast-paced digital world, capturing and holding a customer’s attention is golden – and increasingly difficult. Live shopping is perfectly suited for this attention economy.”

GlobalData includes Flying Tiger Copenhagen as a key player in the UK value, discount and variety retail sector, which was valued at £46.9bn in 2022 and is forecast to grow at a compound annual growth rate (CAGR) of more than 4% by 2027.