What: Zara plans to introduce live shopping in the UK, Europe, and the US later this year, following its success with the format in China.

Why it is important: The move signifies Zara’s commitment to innovative retail experiences and aims to capitalize on the growing trend of live shopping.

Zara, part of the Inditex group, will test live shopping in the UK, Europe, and the US before the end of the year after successful implementation in China. The fast-fashion brand has been broadcasting five-hour live shopping shows weekly on Douyin, China's equivalent of TikTok, significantly boosting sales. The live streams feature Chinese models showcasing Zara products, parades, and behind-the-scenes sequences, attracting about 800,000 viewers per broadcast. In Western countries, Zara will stream these events on its app and website to retain control over its image. The shows, which will be shorter (45 minutes to an hour), will focus on specific Zara Woman collections and feature notable fashion personalities. The format aims to provide a friendly and interactive shopping experience. This initiative underscores Zara's strategy to stay at the forefront of retail innovation and leverage new digital engagement methods to drive growth.

Zara will test “live shopping” in Europe and the United States after its success in China