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Video Commerce at OTTO with MOVEX | Live Shopping


Werner-Otto-Straße 1-7, Hamburg, Deutschland, ,




Live Shopping, the tech-trend from China, is also growing in Europe: It allows customers to gain a whole new shopping experience of brands and products in online retailing – with the help of advice, inspiration, and close interaction via live chat. This strengthens customer loyalty, achieves higher conversion rates, and reduces return rates.

OTTO uses MOVEX | Live Shopping
As an IT service provider for omnichannel commerce solutions, OSP developed its own software and won OTTO, Germany’s largest online retailer, as a customer for MOVEX Live | Shopping.

OTTO had already started with Live Shopping in 2021 with up to 60,000 viewers per show, and therefore had special requirements. MOVEX | Live Shopping was convincing both in terms of performance with high traffic and with its targeted features for sales promotion.

Interaction and increased conversions
– By highlighting the products presented in the live stream, articles and landing pages can easily be integrated.
– Viewers can explore the presented products during the live show, fill shopping carts and conveniently pay in the online store while the show continues in a miniplayer.
– The live chat enables direct interaction with viewers and show hosts.

Integration into the webshop
In contrast to live shopping on social media platforms, there is no media disruption due to the direct connection to the web store and the checkout process. In addition, content from past shows can be conveniently reused as video-on-demand and bundled in media libraries using keywords.

Outlook at OTTO
After a successful test phase, all OTTO live shopping events have now been running via the MOVEX | Live Shopping OSP solution since the launch in March 2023. OTTO will further increase the number of shows and plans to open Live Shopping to more and more brands and platform partners.

Solution features

Marketing & Sales
Content Management
Product & Brand Building

About the solution

Name:MOVEX | Live Shopping by OSP
Technology:Live Shopping Software for Live Commerce, Video Commerce, Social Commerce, Shoppable Clips
Project goalLive shopping puts customer needs into the focus: They combine convenient shopping from home with individual product advice and interaction with retailers, brands, influencers and other customers via live chat. As an IT service provider for retail and logistics, OSP saw great potential in developing MOVEX | Live Shopping, a solution that makes it easy for retailers to open up a new sales channel in e-commerce.
Project scope:OTTO had already started with Live Shopping in 2021 and regularly had tens of thousands of viewers per show, resulting in special demands to a solution that would meet long-term technical and functional requirements. As a pilot customer of the new OSP software MOVEX | Live Shopping, OTTO was able to use a scalable platform as an integrated e-commerce solution. After a short test phase and launch in March 2023, all OTTO Live Shopping events are now running successfully on the OSP platform.
Innovation:Live Shopping: Social Commerce in your own webshop with full control & flexibility - 1-code integration into webshop without API connection - Intuitive creation of shows with shop items - Product highlight-tiles with access to article pages, shopping cart and checkout - Live chat for consultation and interaction between presenter & viewers - Reusage as video on demand incl. chat and product highlights in the media library - Tracking & analysis of show data - AI chat bot as moderation support
Costs:A snippet of code is all it takes to integrate the Live Shopping software into web stores or apps, where it can stream videos and offer products from the online store for sale directly via superimposed product tiles. The SaaS tool is available as Starter, Advanced and Enterprise option, so that retailers have different functions at their disposal to tailor Live Shopping to their individual target group and budget - whether it's an elaborate production in the studio or a simple stream via cell phone.
Replication:MOVEX | Live Shopping is easy to integrate and offers retailers and brands a powerful sales platform to expand their e-commerce. Individual branding options and language versions allow flexibility for companies of all sizes and industries. Thanks to the scalability, OTTO can, for example, further increase the number of shows within the scope of the technical possibilities, have them take place in parallel, and open up Live Shopping to additional brands and platform partners.

Use-Case customer:


Location: Werner-Otto-Straße 1-7, Hamburg, Deutschland, 22179 , Germany



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