Australian discount department store chain BIG W is collaborating with social media agency Bread Agency to launch a full live shopping strategy, aiming to enhance their retail experience and embrace the rapidly growing digital commerce trends.
As consumer behaviour shifts towards more interactive and immersive shopping, BIG W is using live video commerce to engage customers, connect in real-time, and drive higher conversions. The initiative features expert hosts, product experts, dynamic storytelling, and exclusive deals to make shopping entertainment seamless.
BIG W has already introduced Live Shopping events for key categories such as Baby, Health and Beauty, and Tech and Audio. The next Live event will focus on the Toy Sale, scheduled for June 11th, hosted by Australian comedian Melinda Buttle.
The BIG W Toy Sale is a major shopping event in Australia, giving early access to the season’s top toys at good prices. This year, the live shopping event lets customers explore toys and interact with Buttle and BIG W’s Toy Expert through real-time Q&A. With a selection of trusted brands, exclusive deals, and easy shopping options, the BIG W Toy Sale is a highlight for Australian families.
“Live shopping is more than a trend, it’s a game-changer for how we can engage with our customers – providing a value add experience. By working with Bread Agency, we’re able to create interactive, high-energy shopping experiences that not only drive sales but also build brand affinity and trust in a way traditional e-commerce can’t match,” said Sally McLean, Social Media Senior Manager at BIG W.
Live shopping has seen significant growth in markets like China, Europe, and the US. BIG W is one of the first major Australian retailers to fully adopt the format.
BIG W’s live shopping sessions on its website and social platforms include product showcases, quizzes, surveys, live Q&A segments, and real-time purchasing options, establishing an immediate feedback loop between the brand and its customers.
Bread Agency, BIG W’s livestream shopping partner, specialises in ‘Story Selling’ and audience engagement. The agency offers a full-service approach to Live Shopping, managing overall strategy, creative concepts, talent selection, tech integration, production, and amplification before and after the shows.
“Retail is at a turning point, and brands that embrace live and social commerce now will be ahead of the curve. BIG W understands that today’s consumers crave connection, convenience, and entertainment all in one experience. Our job is to make that happen seamlessly while delivering real business impact,” said Amaury Treguer, Co-Founder of Bread Agency.
The partnership is showing results, with early live shopping events achieving high engagement and an average viewer time per event of over eight minutes, along with strong conversion rates, according to Big W.