Last month, I mentioned my favorite food delivery powerhouse, Woowa Brothers, had launched a live-streaming service. Their innovation - making it possible to click on and buy products showing in entertainment shows - has been a big success.
Is live video shopping within entertainment shows about to become the next big thing? I wouldn't bet against it. I've been looking into it this week and I think I've stumbled on the next phase of nr2's search journey. I'd like to sense-check it with you.
Let's first remind ourselves how live-streaming began
In 2016, Mogujie, a Chinese fashion e-commerce start-up, started offering discounts to viewers who bought during live video-streaming. E-commerce giants like Alibaba and JD quickly followed suit. By 2018, live-streaming had extended to content platforms; Kuaishou, TikTok, Instagram and many other had all added live-streaming. Beyond the big players, in China and South Korea alone, more than 200 related start-ups had launched (needless to say, not all of them succeeded).
All this week, I've been trying to search for product sold through live-streaming products. Amazingly, despite all the live-streaming start-ups shown above, I couldn't find one which enabled me to search back through products I saw while viewing live. Equally, if a product range shown through live-streaming wasn't trending in the news, I couldn't even find general information about it through our news aggregator tool.
This raised the question: how do I search for these products, which are often the most innovative out there, if I can't search through conventional means (traditional search engines)?
I was struggling with this question as I was looking for a flower delivery subscription service in South Korea. I couldn't find anything on Google or Naver, and in the end, I tried the nr2 search engine for start-ups. Filtering for South Korea, I came across Kukka- a great Korean start-up doing exactly what I was searching for!
By looking for start-ups, rather than products, I was able to find the product I was looking for. Start-ups are usually the ones at the cutting-edge of innovation so maybe it wasn't surprising, but it hadn't occurred to me before
Thanks as ever for reading and, if you like what you see, please consider sharing!