Post by Max H. Brüggemann

🍒 𝟯𝟭 𝘁𝗼𝗻𝗻𝗲𝘀 𝗼𝗳 𝗹𝘆𝗰𝗵𝗲𝗲𝘀 𝘀𝗼𝗹𝗱 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗹𝗶𝘃𝗲𝘀𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴 𝗼𝗻 𝗧𝗶𝗸𝗧𝗼𝗸 𝗦𝗵𝗼𝗽. That sounds almost impossible from a German e-commerce perspective — and that is exactly why live commerce is such an interesting topic. 🛍️ The big question is: 𝗪𝗶𝗹𝗹 𝗹𝗶𝘃𝗲 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗲𝘃𝗲𝗿 𝗯𝗲𝗰𝗼𝗺𝗲 𝗮𝘀 𝗼𝗺𝗻𝗶𝗽𝗿𝗲𝘀𝗲𝗻𝘁 𝗶𝗻 𝗚𝗲𝗿𝗺𝗮𝗻𝘆 𝗮𝘀 𝗶𝘁 𝗶𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗺𝗮𝗻𝘆 𝗔𝘀𝗶𝗮𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝘀? My honest answer: 𝗜 𝗱𝗼𝗻’𝘁 𝘁𝗵𝗶𝗻𝗸 𝘀𝗼. Not because the format has no potential. It clearly does. But Germany is different. ⚙️ 𝗧𝗵𝗿𝗲𝗲 𝗿𝗲𝗮𝘀𝗼𝗻𝘀 stand out to me: 🔐 𝗧𝗿𝘂𝘀𝘁 𝗮𝗻𝗱 𝗱𝗮𝘁𝗮 𝗽𝗿𝗶𝘃𝗮𝗰𝘆 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 are much stricter. 🧠 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿 is less entertainment-driven and more cautious. 📦 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺, 𝗰𝗿𝗲𝗮𝘁𝗼𝗿, 𝗮𝗻𝗱 𝗹𝗼𝗴𝗶𝘀𝘁𝗶𝗰𝘀 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺𝘀 are not as tightly integrated as in markets like Vietnam. That is why simply copying Asian live commerce models into Germany has been tried many times — and unsurprisingly, it has not really worked. 🎙️ What makes the discussion more interesting is the alternative path described recently in the strongly recommended digital kompakt podcast hosted by Joel Kaczmarek, featuring Dr. Saskia Meier-Andrae from eBay Deutschland and Sascha Pallenberg 潘賞世. Instead of mass-market impulse commerce, eBay’s approach seems to start where 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝗶𝗲𝘀, 𝗲𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲, 𝗮𝗻𝗱 𝘁𝗿𝘂𝘀𝘁 already matter: trading cards, watches, coins, luxury handbags, and refurbished goods. 🕰️👜 💡 That may not make live commerce omnipresent in Germany. But it could make it 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗶𝗻 𝗮 𝘃𝗲𝗿𝘆 𝗚𝗲𝗿𝗺𝗮𝗻 𝘄𝗮𝘆. ❓ 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸: 𝘄𝗶𝗹𝗹 𝗹𝗶𝘃𝗲 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝗼𝗰𝗶𝗮𝗹 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗲𝘃𝗲𝗿 𝗯𝗲𝗰𝗼𝗺𝗲 𝘁𝗿𝘂𝗹𝘆 𝘀𝗰𝗮𝗹𝗮𝗯𝗹𝗲 𝘀𝗮𝗹𝗲𝘀 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀 𝗶𝗻 𝗚𝗲𝗿𝗺𝗮𝗻𝘆? A big thank you to my colleague Khanh Linh Tong at ProNexum Consulting for the insightful article and the strong 𝗩𝗶𝗲𝘁𝗻𝗮𝗺–𝗚𝗲𝗿𝗺𝗮𝗻𝘆 𝗰𝗼𝗺𝗽𝗮𝗿𝗶𝘀𝗼𝗻. 📖 Worth reading for anyone interested in 𝘀𝗼𝗰𝗶𝗮𝗹 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲, 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗲𝗰𝗼𝗻𝗼𝗺𝗶𝗲𝘀, 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗿𝗲𝘁𝗮𝗶𝗹. #ProNexum #LiveCommerce #SocialCommerce #Vietnam #Germany #Ecommerce #TikTokShop #Shopee #Ebay #RetailStrategy #DigitalCommerce #SoutheastAsia https://lnkd.in/eBxHFavB