Reasons and barriers to attend a live shopping session in Italy 2023
According to a 2023 survey conducted in Italy, the primary motivation for attending a live shopping session was the assurance of liking the purchased items, cited by roughly two-thirds of respondents. Additionally, 16 percent of those surveyed expressed motivation in being among the first to purchase the promoted product. However, Italian consumers also noted several barriers to utilizing this service. Half of the respondents indicated their reluctance to shop on social networks, which are the main platforms hosting live shopping events.
