Thinking of finally leveraging live video to increase your sales? Don’t beat yourself up if you get lost in all the options out there.

Since live shopping has found its way from Asia to Europe, the US, and Latin America, business-oriented live video apps have been popping up everywhere.

But which is the right one for you?

Rather than focus on this or that app, we want to help you make the right decision before you start comparing different vendors. The aim of this brief article is to introduce you to the two ways you can connect with your customers in 2021, and to steer you in the right direction based on the type of customer relationships you’re after and the market segment you operate in.

Let’s get going.

One-to-one

One-to-one is your typical video call. Think FaceTime or Whatsapp, only you talk to a customer instead of a friend.

Tumi, the renowned manufacturer of high-end suitcases and travel bags, provides a great example of how using one-to-one live video can enhance customer experience.

Visit their site and you’ll see a discreet invitation to a Personal Shopping Appointment in the bottom left corner.

Tumi offers a Personal Shopping Appointment via live video to all customers.

While filling out the details, like country or preferred date, you can choose how the live call will happen – whether via Whatsapp, FaceTime or Microsoft Teams.

This simple way to book an almost in-store-like experience, combined with the Tumi team’s commitment to speak with every customer who asks for the live video (there’s no qualifying criteria), turns a free app like Whatsapp into a powerful sales tool.

One thing to note here is that Tumi’s products are of top-notch quality, and they’re priced accordingly. Their bestselling backpacks cost around $500, and you likely know where this is heading: think of implementing one-to-one live video in your sales efforts if you’re only selling higher-priced, high-profit margin products. Only then can the time spent on the call pay off.

Which tools to use for one-to-one live video

You can’t go wrong with the usual suspects:

  • Whatsapp
  • FaceTime
  • Signal
  • Telegram

If you feel a little adventurous and wish to get more enhanced capabilities of your video app, these are the dedicated tools we suggest you try:

One-to-many

Some people refer to one-to-many as the next big thing in e-commerce. How does it work? Exactly like you would expect: one streamer broadcasts to an audience of tens, hundreds, or thousands of people.

This is the main difference between one-to-one and one-to-many. The latter is, above all, scalable. Even if you have just one good salesperson on your team, they can still reach thousands of people with a one-to-many live shopping tool.

An example of a well-executed one-to-many live shopping experience is John Wolfhooker, a rock band that sells merch to its fans.

When COVID-19 hit the world the band realized they couldn’t engage with fans personally. This led to stagnation, losing their personal touch, and a decreased number of purchases that indie bands rely on. So they started looking for new ways to get revenue.


John Wolfhooker’s first live shopping event attracted almost 400 viewers with an average viewing time of almost 13 minutes. Within this 90 minute event, they increased item sales by 80% (compared with the last 3 months).

Adrian Janecek, who plays drums and takes care of all the band’s visuals adds: “In an hour and a half, we sold merchandise worth 62% of our typical monthly revenue.” 

Which tools to use for one-to-many live video

Compared to one-to-one, one-to-many live broadcasting is more demanding to develop, so there aren’t that many apps for this out there. You can try:

One-to-one vs. one-to-many comparison