Live Shopping Lands in Middle East – Marsaana Communications Expands to the Multi-Billion Dollar Business


Interactive Live Shopping events for consumers are revolutionizing e-commerce and will be a significant part of it in 2022-2024.

A pioneer in digital communications, the boutique PR and Communications agency Marsaana diversified its operations to conceptualizing and producing Live Shopping Experience events in Europe and is now launching the first event in the Middle East leading up to Ramadan. The concept, originating in China, is rapidly expanding across the globe as the exponential growth in e-commerce and video streaming, accelerated by the Corona pandemic, is also facilitating the shift in consumer behaviour towards live shopping. 

“We believe that the entertaining and value adding Live Shopping Experience will become an essential part of e-commerce in the near future. With live shopping video marketing, companies receive immediate engagement, strengthen, and personalize their brand profile, and ultimately increase sales” says Marsa von Walzel, Founder and CEO of Marsaana and UAE resident for more than 20 years.

The live shopping events, usually 45-60 minutes in length, take place in the companies’ own online store platforms using live streaming. An influencer or a company expert introduces the products and consumers have the opportunity to add them directly to their shopping basket and buy them during the event. The consumers also have a chance to communicate with the influencer or expert on live chat, creating a personalized and interactive event and increasing the conversion and add-to-cart ratios. Cosmetics and fashion companies have been first to adapt the concept, but the trend is rapidly expanding to other areas, such as car retail and real estate. 

“While the events currently take place on the online stores, they can also be adapted into a one-on-one shopping experience between a physical store and customer and become a significant source of revenue for these stores as well – there is no limit for growth within the live shopping”, concludes Marsa von Walzel.

Established in 1983, Marsaana Communications is a leading PR and communications agency and a pioneer in digital communications. With the Helsinki head office covering the Nordic Countries, Tallinn office covering the Baltics, Milan office covering Europe, and Dubai office – established 18 years ago – covering the GCC and MENA regions, they can reach extensive audiences. The wide service portfolio of the agency includes communications, consulting, events, influencer marketing and social media services. The new Live Shopping service includes strategic planning and event conceptualizing, technology, live video production, communications, and event reporting and analysing.