Episode Details

Live shopping has been "the next big thing" in Australian ecommerce for five years. Grayson White has been doing it for fifteen.

Grayson White started running "breaks" (the trading card version of live shopping) at Cherry Collectables back in 2008. Cherry is now Australia's biggest trading card retailer, and what Grayson has built since isn't a sales channel. It's a community of hundreds of thousands of collectors who trust the brand enough to move 1,600% more product on a single new release than they ever had before.

In this week's Playbook, Nathan unpacks the model behind Cherry's result and what it means for any retailer trying to make live shopping actually convert, including 40-year-old fashion brand Motto, which grew 127% in twelve months on the back of daily 4pm streams, and Oz Hair and Beauty, which deliberately started live before TikTok Shop arrived in Australia.

Today, we're discussing:

• Why live shopping works when buying is one of three reasons people showed up [03:00]
• The three-audience model that took Motto from a COVID pivot to 127% growth [06:30]
• Why most brands kill the room by coming across as a catalogue [09:30]
• How fifteen years of trust earned Cherry the 1,600% activation on a single drop [12:00]
• Why Whatnot works where social live shopping in Australia still doesn't [15:00]
• Why every show needs an event hook, not just a schedule [17:00]

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