Sprii, a live shopping tech firm backed by the new owner of Topshop, has unveiled plans to expand its operations into the º£½ÇÊÓƵ, allocating over half of its marketing budget for British consumers. The company, which currently collaborates with approximately 100 º£½ÇÊÓƵ retailers, is also in discussions with several major retailers on the British high street for potential partnerships on the platform, as reported by .
This development follows Asos's joint venture with an investment firm owned by the Holch Povlsen family, the owners of Bestseller, for its Topshop and Topman brands. "This investment is being channelled into bespoke campaigns designed for British consumers, emphasising a localised approach that will resonate with the distinct shopping habits of º£½ÇÊÓƵ audiences," stated Corey Morris, Sprii's Chief Marketing Officer.
"We believe this emerging technology will reshape the retail landscape, boosting sales and driving deeper engagement," he added. Live shopping has revolutionised retail in recent years, with platforms like TikTok Shop and YouTube Shop gaining popularity among Gen Z consumers.
A survey by Fiverr revealed that over half of Gen Z planned to purchase Christmas gifts on TikTok Shop this year. By 2026, live shopping is projected to account for 20% of all global e-commerce, primarily driven by demand from China.
Anders Holch Povlsen, the Danish billionaire and significant shareholder in Sprii, recently expanded his retail portfolio when his company, Bestseller group, acquired a 75% stake in Topshop through a joint venture with Asos.
Sprii's platform, which primarily operated in Nordic countries, allows retailers to host live shopping events on social media across various sites.
Unlike platforms such as Toktok shop, Sprii enables direct transactions between retailers and customers, bypassing the need for an intermediary.
Data from Sprii indicates that a customer typically spends 20 minutes watching a live shopping event, compared to just 54 seconds viewing a static web page.
