It could have been two friends sharing tips while shopping, but Monki editor-in-chief Eleonore Nygårds and buyer Nina Gomes were being filmed and broadcast to users across the H&M-owned brand's 19 markets, who had tuned in for the label's first-ever livestream shopping experience.
Fans watching the livestream, which was hosted on Monki's website instead of a third-party app, were able to interact with Gomes and Nygårds, along with other viewers, and shop the products, which are added to an online basket. To complete checkout, shoppers leave the video to key in their payment details. The stream can be replayed once it has ended. (Representatives from Monki declined to share how many users had tuned in or how many sales were made during its debut stream.)