Multinational payment and transactional services company Worldline is partnering with Livescale to boost the adoption of live shopping and in-video checkout.

Live shopping involves retailers, influencers, or celebrities promoting and discussing products and services with shoppers via livestreaming video.

The new partnership will offer an embedded commerce solution with in-video checkout capabilities across social media and websites, supporting 150 online payment methods.

“Our market-leading partnership with Worldline underscores one of the key differentiators in our offering at Livescale: embedded commerce and a seamless path to purchase, which we are proud to pioneer in an expanding and diverse global market,” said Madison Schill, from the communications team at Livescale. “By joining forces with Worldline, we provide brands an unparalleled offering built upon a proven model – the fruits of which ensure global brands will push the envelope in customer loyalty, interaction and sales for years to come.”

Live shopping is proving a big trend in China. According to Worldline, 50 per cent of Chinese shopping platform Taobao’s 800 million customers use livestreaming e-commerce.

The shopping method is now growing in popularity across wider markets, including the US and Europe.

“The launch of this new initiative is a step change in the way customers will interact with brands in the future,” said Jie Xue, product manager innovations at Worldline Digital Commerce. “Consumer behaviour has changed dramatically over the past few years, and the Covid-19 pandemic has further accelerated the digitalisation of retail.

“Enabling customers to purchase seamlessly without friction and at pace will increase transaction volumes and substantially improve the customer experience.”

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