Apparel merchant Betabrand is all in on livestream shopping.

Since January 2021, the merchant produces 10 livestream shopping videos a week, features the video streams in the center of its homepage and dedicates five employees to focus on livestream.

“It’s our entire business at this point,” says creative director Marie Andresen. “Everyone is working toward this one goal.”

Betabrand produces two livestreams each weekday.

Betabrand produces two livestreams each weekday.

Over the past two years, Betabrand has experimented with a live component to its business by producing podcasts or doing a weekly livestream show. These customer outreach elements fit in well with its brand, which is already focused on customer interaction, CEO Chris Lindland says.

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