Case Background
eBay is upgrading from a traditional shelf e-commerce model to a dual-driven model of content + shelf. It needs to activate private traffic and enhance user stickiness through live streaming content operations. Facing fierce competition in the e-commerce industry, eBay chooses in-app live streaming as a breakthrough to activate existing users through content operations, exploring the transformation from a tool-based platform to a content ecosystem platform.
Solution
In-app live streaming setup and operations, activating private traffic through content operations. Specific strategies are as follows:
Plan live content such as product explanations, usage tutorials, and interactive activities. Design live scripts around the platform's core categories, enhance user trust through professional explanations and real-time interaction, improving viewing experience and purchase conversion.
Activate in-app users through live streaming, increasing dwell time and conversion. Use multiple channels such as in-app push notifications and homepage entries to drive traffic to the live room, combined with time-limited offers, interactive lotteries, and other tactics to stimulate user participation, achieving efficient conversion of existing users.
Marketing Results
Achieved in-app live streaming from 0 to 1 in one month, validating the content + shelf dual-driven model. Through the dual drivers of live content operations and private traffic activation, eBay successfully established a closed-loop live commerce within the app, providing a practical path for the content transformation of traditional e-commerce platforms.
