Balancing Consumer Engagement and Competition Exposure in Live Shopping Streams

Live shopping streams may benefit from a picture-in-picture or split-screen feature to retain audience interest while allowing viewers to explore other products. Marketers and brands should consider the implications of enabling viewers to see similar products during these streams. Balancing the desire to prevent viewers from exploring competitors' products with the reality that consumers will research alternatives anyway is crucial. A potential strategy could involve showing the original product on screen even if viewers explore similar products.