US-based luxury department store chain Nordstrom has entered the e-commerce livestreaming market with its Livestream Shopping channel.
On the channel, customers can shop for Nordstrom products and participate in a live chatroom hosted by experts.
The company debuted the channel today (18 March) with a Burberry virtual styling event, featuring a commentated fashion presentation by stylist José Ramón Reyes.
Ramón Reyes demonstrated ways to wear Burberry runway looks before taking questions alongside a Nordstrom representative in a Q&A session.
The company will host a spring beauty trend happy hour on the channel tomorrow, featuring contributions from British makeup artist Charlotte Tilbury and others.
The channel launch is in line with the retailer’s broader strategy to enter into e-commerce livestreaming.
Nordstrom senior vice-president Fanya Chandler said: “Through Livestream Shopping, we can meet the everchanging needs and expectations of our customers and equip our team with more tools to deliver on our commitment to serve our customer wherever, whenever and however they want to shop.
“Livestream Shopping enables us to stay closer to the customer with interactive and engaging experiences that allow for discovery, personalisation and service at scale.”
In December, Walmart partnered with video-sharing app TikTok to pilot a new livestream video shopping project.