Influencers became the new retailers, and they came to stay

Live-stream shopping is a trend that is yet to catch up with us in Europe. With this segment, for the first time China is a major trendsetter in e-commerce. In Germany, you can still be a kind of first mover. We have already successfully introduced these alternative shopping methods during the lock down phase and are continuing to develop them.

It is not the influencers who will become the new retailers, rather the retailers must become influencers. In my view, influencers are only successful because they do what retailers don’t: They take over the advisory function and provide orientation. And they are able to use the right language and the right channels.

An influencer is nothing more than a private testimonial. Authenticity is key for influencers because at the end of the day, they are independent entrepreneurs who basically put on the appropriate clothing or cap for their client. I think influencers have a really important function, but only when they’re acting as a partner to a brand. But even then, they will not replace the interaction between customer and brand, they will only complement it.