Farfetch has partnered with Bambuser to launch a live video shopping pilot.

The trial - worth £35,000 - will last for six months and gives the luxury fashion platform access to video streaming technology with support for English, Japanese, Chinese and Arabic languages.

The agreement will help Farfetch - which has customers in over 190 countries - keep up with the trend for Asian shopping platforms to sell items via video.

Tmall Global, for instance, set up livestream studios in bonded warehouses last month, where hosts interactively demonstrate imported products with Chinese viewers.

Bambuser’s technology should help increase audience interaction, and ultimately sales. Farfetch will be able to connect with customers directly as well as provide access to experts within the industry and brand ambassadors.

Bambuser has found that retail customers utilising interactive live video shopping had up to 20 per cent of viewers adding items to their shopping cart and 15 per cent engaging in the live chat. On average viewers stayed watching for 11.5 minutes, which is a lot longer than the average time shoppers spend browsing websites.

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