Is Live Commerce Still Worth It for New Beauty Brands?

I think it’s still worthwhile, but it’s more of a tool for converting people who have already shown interest into buyers than a channel for introducing your first product. If your brand has almost no awareness and livestream traffic is weak, the costs of booking a host, coupons, samples, inventory, and staff to run things may come before the broadcast itself. It’s also worth considering whether the cases where ‘one livestream was enough to generate sales’ had other factors in play, such as an existing fan base or platform exposure.

For a new brand, I recommend running a short test rather than starting with a big broadcast. Show what makes one product different and how to use it, and gather notification sign-ups from existing customers and followers before the broadcast. Don’t look only at the number of orders during the broadcast; tracking views → product clicks → purchase conversion, coupon use, cancellations and returns, and the share of new customers will make it easier to decide whether to do another one. If you drive sales only by increasing the discount, you’ll also need to check separately whether demand remains when you return to the regular price.

Since there’s already a poll, I’m curious where your team would allocate the biggest share of the budget for its first broadcast: traffic, the host, incentives, or inventory and customer support?