After a successful pilot programme in China, Zara plans to bring its live shopping broadcasts to the United Kingdom. According to reports, the programme will also be launched in the US and Europe in August and October of this year.
Owner Inditex announced that, in response to analyst projections of a slowdown in sales growth, it was investing in new ways to engage customers.
A Zara spokesperson said, “We want to take this to the Western countries, where livestream is not as popular but we think why not – from an entertainment perspective this is like an evolution.”
Since November, the fashion business has been broadcasting five-hour live shopping sessions on Douyin, TikTok’s Chinese sister website, which has increased sales in the area.
Chinese models try on shoes and jewellery while dressed in various outfits during Zara’s fashion shows. Catwalk scenes and “backstage” makeup shots are also included.
The clothing company became the first to let customers buy its clothes straight through the social media platform when it debuted on TikTok Shop in the UK in November.
Bharat Tex Special Report 2026 
