In Reviews We Trust

Season 2: Ep. 3 - Mastering the Latest Trends in DTC eCommerce with Kaitlyn Fostey from Levitate Foundry

June 02, 2023 Season 2 Episode 3
In Reviews We Trust
Season 2: Ep. 3 - Mastering the Latest Trends in DTC eCommerce with Kaitlyn Fostey from Levitate Foundry
Show Notes Transcript

In this episode host and CEO Callum McKeefery is joined by gust Kaitlyn Fostey from US Agency - Levitate Foundry

Levitate Foundry is  the premier eCommerce Growth Marketing Firm, which prides itself on the successes of its DTC clients over the years. Through groundbreaking storytelling and focus on innovative brands, Levitate Foundry is known for driving success through data analytics, effective branding and growth strategies

In this episode they discuss the most most valuable apps to use in Shopify right now, which AI tools to adopt to increase efficiencies,  the future of AR, its impact on customer experience and early adoption by fashion and CPG sectors. The importance of UGC to aid conversion and the potential for live shopping.

Callum McKeefery:

Kaitlyn Fostey:

Show notes:
Levitate Foundry
Hue (shade matching technology)
Makeup by Mario
Liquid Death
Social Snowball

is a leading online review platform. It's used by over 8,200+ fast-growing brands. To find out more please go to:
Find us on LinkedIn

Ep. 29 - Kaitlyn Fostey (Levitate Foundry)

[00:00:00] Callum: So welcome to the In Reviews We Trust podcast, where we deep dive into the world of e-commerce and digital marketing, uncovering insights and strategies that helped with you build a successful online business.

[00:00:15] Callum: I'm your host, Callum McKeefery, and I'm thrilled to have you join us for another episode packed with valuable information. Today we have a very special guest with us. Kaitlyn Fostley, the director of e-Commerce at Levitate Foundry, the largest female founded Shopify Plus agency in North America. Kaitlyn is an expert at unifying brand technology and user experience to drive impact for leading beauty fashion, and CPG brands.

[00:00:47] Callum: Kaitlyn, thank you so much for coming on today. Really appreciate it. I know you are, we talked earlier and you said you was in Las Vegas, so I know there's a bit of a time zone difference, but yeah, really [00:01:00] appreciate having you on. Thank you. 

[00:01:02] Kaitlyn: Yeah, thanks for having me. I'm super excited to be on the podcast.

[00:01:05] Kaitlyn: I'm a huge fan of 

[00:01:07] Callum: Thank you. So, how did you find your way to, you know, getting involved with Levitate Foundry and how did you, what was your journey to get there? 

[00:01:18] Kaitlyn: Yeah. Very interesting story. I would say it's actually a little bit of a fluke how I ended up in e-commerce. So I would say I started out working in a kind of just marketing and business about 10 years ago.

[00:01:31] Kaitlyn: Originally I was working as a copywriter and one of the companies I was working for, I was really close with a founder and he was like, I think you would be an excellent match,to work in like. Agency and do strategy. So I kind of started learning about that world. Ended up starting a, my career obviously in copywriting, branding and that kind of thing.

[00:01:50] Kaitlyn: And then found my way into e-commerce. Kind of became obsessed with just DTC I think it was a perfect timing as well, when more brands were kind of going online. It was this whole new [00:02:00] world, So yeah, that kind of just became a passion of mine. Ended up working in the agency world. Super fast-paced for many, many years.

[00:02:07] Kaitlyn: I even ran my own agency very small agency for a little while. And then I ended up meeting Steph Lou, who's absolutely amazing. She's a total powerhouse amazing woman. And she was like, come work at Levite Foundry. And obviously knowing that it was like female founded. We're working with all these like up and coming DTC brands.

[00:02:26] Kaitlyn: Also a lot of like industry leaders. It was just a really. Exciting experience to me. So yeah, now I've been there for a year and a half and it's honestly been such an amazing adventure. So proud to be working with so many different industry leaders. We've gone to so many cool events. We did an event in Miami last year on like a super yacht, so that was super fun.

[00:02:46] Kaitlyn: So yeah, I really just love it and I love working on e-comm. 

[00:02:49] Callum: Yeah, it's an amazing space, the e-commerce space. It's one that's evolved over the years. And I think it's still booming. I think there's still an opportunity for like brands [00:03:00] like Levitate to still come in and make such a big impact.

[00:03:03] Callum: Just look at things from a different way and a different perspective So talking about, let's talk about what we're going through at the minute. We've got this mad change of AI. Every story in the world. 

[00:03:15] Kaitlyn: Yes. 

[00:03:15] Callum: Starts with new AI company. Yes. Everybody's, everybody's rebranding.

[00:03:19] Callum: As an AI company, how do you think it's gonna affect the, the agency side? How do you think that's gonna make that play? Obviously you came from a copywriting background and that's changed dramatically, hasn't it? 

[00:03:33] Kaitlyn: Yeah. I think it's been really interesting. I think we've kind of seen the ri the rise of AI over the past few years with just like apps.

[00:03:41] Kaitlyn: We use a lot of Shopify apps. We have a lot of partners obviously reviews that I was one of them, but a lot of different apps already leveraging ai, it kind of. You know, a very interesting level where, you know, a lot of like the shopping experience is based on different algorithms and that kind of thing.

[00:03:56] Kaitlyn: Obviously ChatGPT kind of blew the top off of it and everyone [00:04:00] was like, whoa, what is AI capable of? And I feel like it almost started this like really interesting thing where it was almost like this hysteria of like, whoa, AI is going to do all this stuff. But then it was also like, how do we, how do we leverage it?

[00:04:13] Kaitlyn: Effectively. So I would say we've, we've honestly been able to just take AI and, you know, make it part of our workflow so that we can like, approve, improve efficiencies. Yeah. And yeah, I mean, I think just make everything that we're doing even better. So like I was saying, I think, I think for E-com and for D two C, there's a really interesting opportunity to kind of see where it goes.

[00:04:33] Kaitlyn: But currently what we've been doing is just using ChatGPT even to like write copy for us, which is really interesting. We've been able to kind of like study prompts and like how do we, how do we give better prompts so that we can even, like, if we come up with a really interesting, you know, strategy, obviously using our.

[00:04:50] Kaitlyn: Our know expert knowledge and that kind of thing, how can we kind of, you know, optimize that even further with asking like interesting questions. 

[00:04:57] Callum: Yeah. That's interesting because I've been looking at the [00:05:00] prompt, prompt space. Obviously we use it at reviews. We have a thing now where you can. Put in your review and it'll automatically give you a reply to the review using AI ChatGPT.

[00:05:10] Callum: I see these jobs for like, prompt and engineers and they're getting like 250k basic. But I, I suppose if you've got all that knowledge in your business and you just need to turn it into like prompts where that, that that data can be then used and outputted, it's, it's probably worth it. 

[00:05:34] Kaitlyn: Totally. And I think one really interesting thing about AI is like just obviously we already know so much and we have a team where we kind of run things by each other and are like, okay, what do you think of this?

[00:05:44] Kaitlyn: But it's like when you take that even a step further and include AI in the conversation, it's really interesting. You know, there's certain things where you, you maybe wanna come up with. Let me think of like an interesting prompt we did recently. I mean, even just for this show, I was like, okay, what [00:06:00] are a couple of interesting things happening in e-commerce?

[00:06:02] Kaitlyn: I had my own list, but I was like, let me go ahead and compare and contrast. And AI was like bringing up all these things about like, yeah, you know, something was already thinking about, but they even pushed a little bit further. So yeah, it's a really interesting tool and I think agencies really need to kind of be ahead of the curve in obviously many things, but especially when it comes to like ai, so, yeah.

[00:06:22] Callum: Yeah, massively, massively. So, We're using it. Who obviously there's, I think most Shopify apps are switching, using, switching their name to now include ai. Probably add, they've probably removed the word crypto and NFT and replacing it with AI right now. That's what I feel like. So I see Shopify did a deal with ChatGPT saying we're gonna use ChatGPT more.

[00:06:49] Callum: Where do you think that that. Comes out. I was thinking about this myself and I was thinking maybe in search, maybe that's, that's one of the [00:07:00] places where, you know, because they've got so much knowledge through. Shopify search box. Interesting thing about ways that they, they could use this 

[00:07:10] Kaitlyn: Developer tools as well. I know our developers were like, kind of blown away as well. Cause they were, they said that they were almost like using chat to check their code, which was really, really interesting. 

[00:07:21] Callum: Yeah. That is interesting. And also I suppose you could, because you've got, they've got, Shopify's got so many customers.

[00:07:29] Callum: Actual, not clients, but actual end, end users. They could probably work out return rates before they even happen. They could, you know, you could do stock fluctuations well, well before you know. Yeah. That they happen. So you could be saying right now, hold on. AI's looked at this and we've looked at.

[00:07:50] Callum: Your customer base and customer base of X. Mm-hmm. And we think you've gotta scale up it in this way by, buying more stock now because [00:08:00] you're gonna have a crazy Christmas period. I think there's gonna be so many ways that it's gonna help the business owner, the actual e-commerce Shopify store owner, the merchant, you know, I think 

[00:08:10] Callum: they're gonna get the, 

[00:08:12] Kaitlyn: I think I think we're gonna see a lot of improvements coming into like, the, you know, Shopify dashboard we already have this year so far.

[00:08:18] Kaitlyn: Yeah. But I definitely think to your point, I think AI's gonna drive that even further. And I'm a little bit scared, but really excited. 

[00:08:25] Callum: Yeah. So 

[00:08:26] Callum: one technology. That's taken a backseat recently and has became news a little bit more today because Apples are launching a, an augmented reality headset. They've announced that today.

[00:08:40] Callum: Well, the rumor is that they're gonna announce it at their next event, but that's what's coming out according to Bloomberg anyway. What do you think about that? Do you think augmented reality will actually take a hold in the e-commerce space. I mean for clothing and beauty products. What are you guys special in?

[00:08:59] Callum: I thought it'd be [00:09:00] huge. 

[00:09:01] Kaitlyn: Totally. I think I mean it already has, there's a lot of really interesting tools that we work with, especially for beauty. One of the interesting platforms that our clients are looking at using is called Hue, and it's like shade matching technology. So it kind of, Allows you to, you know, preview like foundation and different shades on your own skin tone.

[00:09:21] Kaitlyn: So that technology for augmented reality has come really far. I think it's very, it's still very experimental, and I say that more so because I think it's almost like a learning curve for the customer. I think the customer is not necessarily like accustomed to using ar. And I think there's some There's some, like, there's a little bit of like a disconnect, right?

[00:09:43] Kaitlyn: Because it, it depends what you're using, right? Even if you use foundation, these tools are so amazing, but when you put it on your skin, it's almost like, does it really look like that? It's like, it's kind of like the, when filters first came out, I feel like that's kind of like what we're, we're in that age where we're kind of still learning, like to kind of integrate into the shopping [00:10:00] experience.

[00:10:00] Kaitlyn: Especially with even other products, like we work with a lot of luxury jewelry brands and that's very interesting. Cause we're like, we wanna show like the ring on the hand and kind of like have that realistic visual of what it's looking like in a realistic environment. But yeah, again, it's kind of almost like customers are still, or users I should say, are still a little bit, you know, they're a little bit skeptical about it.

[00:10:24] Callum: Yeah. Yeah, definitely. I mean, I'd imagine it. I imagine it is similar to how the web was. People were skeptical about that. And, and I think eventually this will become, not possibly with my generation, but the new generation of my kids will be, quite happy to buy a ring by just augmented reality looking out their, on their hand.

[00:10:47] Callum: But I think that the technology will catch up and I think, Apple launching a a VR headset will. Push it massively forward. Like we've seen what they did with the iPhone and all these other great products they've had over the [00:11:00] years. And I think if that's a big hit, we're gonna see that massively move forward very, very quickly.

[00:11:07] Kaitlyn: Totally. It's it's really interesting. I think it's also I don't know. I'm a big Amazon shopper. I mean, I, I don't even, I'm like. Ashamed of how many orders I've placed on, I've done in the last month. But if you see the room visualizer too, like their technology's really interesting cuz like, I even went to buy a couch and I was like, let me visualize this in my room.

[00:11:26] Kaitlyn: I moved everything to the wall and I was like, wow, this is really 

[00:11:29] Kaitlyn: cool. 

[00:11:30] Callum: That is very cool. Ikea started doing that years ago. I think IKEA was the first, but it was like, so basic. Really good. But now it, it's obviously come a long way. Yeah, I do, I do see. So many benefits with, with that VR/AR coming into the e-commerce space because I think it's gonna lower returns massively.

[00:11:55] Callum: And I think that's, that's super important. You know, like if you [00:12:00] can visualize what address is gonna look like before you purchase Which is a huge problem for, you know, a lot of brands is returns are killing them. If we can, 

[00:12:10] Kaitlyn: especially 

[00:12:10] Kaitlyn: DTC. So I, I think that's a really good kind of antidote to that problem.

[00:12:15] Kaitlyn: So we've been trying to find ways to leverage it where it makes sense, I think, for different clients. But like I said, it is still early days and I think there's also a cost factor because it's so new. It's still is quite an investment, but it's definitely worth it for, for different products.

[00:12:29] Kaitlyn: And depending on your price points, it's a good idea to explore. It's 

[00:12:32] Kaitlyn: a bit like probably UGC was for, mm. You know, five, six years ago, it's like there isn't it, where everybody was just starting out putting UGC on their site and going, this is the best thing ever. Yeah. 

[00:12:47] Callum: So what's some apps that you are using for your clients that, that you always must have in place that you always recommend your clients to use at by default? 

[00:12:58] Kaitlyn: There are so many, [00:13:00] but kind of going back to our earlier conversation on ai rebuy is a really big one. We've seen so many great results when we've integrated their smartcard, their checkout extensions and just using all of their great features to really like, Personalize the shopping experience, especially through checkout.

[00:13:18] Kaitlyn: I think, I think optimizing checkout is a crucial point for all DTC brands because obviously you can have a high add to cart, but really just driving that conversion, that's, that's one of the most important things. So we really try to utilize Rebuy for that crucial point in the shopping experience.

[00:13:34] Callum: Yeah, re that's a great one. Rebuy does really well.

[00:13:39] Callum: So talking about the checkout, what, what's fuel your view on like the different buttons? The Apple pay, the. Obviously Amazon pays not there at the minute within Shopify, but you've got all these client pays, fast pay [00:14:00] and all these different, you know, shop pay, different pay brands. What, what's your thoughts on that?

[00:14:06] Callum: What do you recommend for your clients? Add them all or, or, or just kind of add one and donor. What's your view on all of these different checkouts? 

[00:14:17] Kaitlyn: Good question. So I think it really comes down to kind of, you know, what your brand and what your customer wants to see. I think with a higher price point product, it's important to, you know, include those kinds of flexible payment options.

[00:14:29] Kaitlyn: But at the same time, I think when it comes to checkout in general best practices, just to try to minimize any friction make it feel seamless. Don't make it feel so overwhelming. The customers have so many payment options and so many things that they can do that they kind of, they get that overwhelm and they end up just, just exiting checkout.

[00:14:47] Kaitlyn: That's something that we see quite a bit, so that is why we do like to use apps like Rebuy because we can come in there and kind of just simplify, checkout, make it more seamless. And there's so many cool things that you can do, even just showing, you know, when a customer is [00:15:00] going to get their product.

[00:15:01] Kaitlyn: Having social proof as well is so crucial. That's why we love reviews. It's just, it's kind of using all those things at that point. But being able to kind of minimize the friction, it, it's a very careful balance and almost is like a science. You kind of gotta test back and forth. But yeah, that would be my, my long-winded kind of answer there.

[00:15:22] Kaitlyn: No, that's, 

[00:15:22] Callum: that's brilliant. So talking about the product page, obviously there's, I mean, we work with so many brands and I look at so many different product pages. How do you think the product page is evolving? What are you seeing? What's happening on the product page now? How's it moving forward?

[00:15:40] Callum: Obviously, UGC static images used to be the. Biggest thing since sliced bread. You know, photos of your customer using your product. We're seeing a slight shift to video, but probably not as fast as what I, I would've expected. Yes. What are you seeing going on on that page and what do you think, what's some [00:16:00] recommendations that you think people should be looking towards?

[00:16:04] Callum: Maybe not implementing now, but looking towards in the future? 

[00:16:08] Kaitlyn: Yeah, honestly video we're seeing PDPs where we do include video, obviously in the right spots, you know, above the fold. There are a couple of key spots on the PDP where, you know, using video is really important. I think it goes back to that earlier conversation around you know, AI and just customers wanna visualize what does this product really look like in the real world.

[00:16:28] Kaitlyn: And I do think that's why UGC is so important. That's one of the things that most customers. You know, look for first even if they don't know they're looking for it, right? They're looking for real reviews, real videos. What does this look, what does this product look like, you know, in real life. So anywhere that you can use, maybe not even video, but like a gif.

[00:16:46] Kaitlyn: Yeah, that's really, really important. I think you're always gonna see that convert a little bit higher than just using static imagery. 

[00:16:54] Callum: And what's a brand that's doing that well, do you know any brands that they're like, When I go on that side, even if you don't, [00:17:00] it's not one of your brands that you work with, but you think, you know what, they're doing a good job of that.

[00:17:06] Kaitlyn: Actually one of the brands that I would say is doing really well is also our client. So I do have bragging rights there. Makeup by Mario on their PDPs, they have an excellent use of video. You can see with all their different products, they kind of swipe the product and it, it's very like it's immersive.

[00:17:24] Kaitlyn: It's really like, artfully done. So it's very tasteful. It pulls in the brand element. So you have that kind of like luxury feeling, but then you also get to visualize and really see the product. And I think for something like beauty, that is really important because you don't have that experience of going to a store like Sephora and like swatching it on your hand.

[00:17:42] Kaitlyn: So if you're making a purchase decision on. Line. I, I think when it comes to something like beauty, the more visual, more realistic that you can get, where people are really able to kind of like see the product in the, in a real environment that's so important. And makeup by Mario again does it really well.

[00:17:59] Kaitlyn: That's interesting. 

[00:17:59] Callum: [00:18:00] Awesome. So we're seeing at the minute, obviously there's been a massive change with advertising how those brands gain customers. Mm-hmm. I mean, obviously since the iOS update 14 and, you know, all, all the different Meta changes that have happened, have you seen any changes in like, how, how brands are acquiring customers, whether they're moving towards, you know different technologies now with those changes, whether they're now moving over to different platforms?

[00:18:36] Callum: What, what's going on in when you are attracting customers? 

[00:18:41] Kaitlyn: Interesting question. Yeah. I think living in in a world where we've kind of seen these iOS changes really change customer acquisition and really like heightened the expense of a lot of those acquisition costs, 

[00:18:54] Callum: I think that you're gonna see, yeah, I see brands moving. Budget back to budget. [00:19:00] Yeah, back to meta at the minute.

[00:19:02] Callum: That, that's probably where I see, I mean, I think it, a load of budget shifted to TikTok and off off these platforms, but, but I think, I don't know, maybe, maybe it's different in, in the beauty and the jewelry market that you guys are in, but that's 

[00:19:17] Kaitlyn: what I'm saying. Brands are making it. Yeah, definitely. Back to meta.

[00:19:20] Kaitlyn: And I think it really just also comes down to like lifecycle marketing. So really making sure your SMS marketing and email marketing is just top notch and you're really like, that's obviously your most your least expensive customer to acquire as a customer that you already have. So finding ways to just improve, retain and drive repurchase rates is really key for a lot of brands, I think in this current 

[00:19:43] Callum: climate.

[00:19:44] Callum: So, We have a loyalty solution. There's loads of obviously different loyalty solutions out there. Okay. What about subscription? Are your clients implementing subscription models at the minute and who are they doing it with? 

[00:19:59] Kaitlyn: Yes. [00:20:00] And they are doing it with Recharge. Obviously. RECHARGE is really best in class.

[00:20:04] Kaitlyn: Amazing subscription service subscription I think is really important as well, especially if you can drive a subscription for like, say a C P G product or the kind of product where it really makes sense to have those regular purchase intervals. I think that's also really key post pandemic because a lot of Customers have moved more so to, you know, online shopping obviously, but it's not as foreign as it was where I would say before 2020 driving subscription was a little bit more of like a friction point for the customer.

[00:20:35] Kaitlyn: Now it's kind of like, oh, it makes, it makes more sense for me to have this delivered every month. 

[00:20:39] Callum: Yeah, every product I try and buy on Amazon at the minute. Says, would you like this reoccurring every month? So they, yeah. That just tells you that the subscription thing is working. I bought some ba bizarrely, I bought Weed Killer, and I'm like, no, I don't want weed killer every month.

[00:20:57] Callum: I'm like, and I'm, I've hit that button [00:21:00] before. I've purchased before things, and I'm like, why's this turned up again? And it's because I, I hit the subscribe button instead of the single buy. Yeah. Yeah. I, I, I think. Because Shopify plus brand subscription is a massive, massive must, especially if they're, they, they can up sell, cross selling 

[00:21:22] Kaitlyn: always recommend subscription.

[00:21:24] Kaitlyn: I think it's always, and you're always going to have a lot of customers just, you know, default to subscription anyway. So that's actually a trick that we use as well on PDPs to increase conversion is having the subscription button before the one time purchase. So it's kind of like by d by default, and then the customer actually has to click.

[00:21:41] Kaitlyn: Off of it and go to the one time purchase and yeah. You know, they're already in that mindset. I, I would say, like in general, just subscription is, is kind of like a new, a new thing that people are really 

[00:21:52] Callum: loving. That's the same position that Amazon has. Amazon's default is subscription and then you have to click to do the [00:22:00] one time purchase now.

[00:22:01] Callum: So especially only in, I, I dunno whether that's only in the UK at the minute, but definitely that's what I'm seeing in the uk, especially on the app. Yeah, we, I mean, there's, there's so much going on in the market at the minute. The, the, the, the, the Shopify space is so, so fast moving. One thing that literally everybody has been talking about for the last 12 months is community.

[00:22:28] Callum: How community plays a part and how you really build a community around your brand. I've seen some great brands doing this. You know, Sephora is one of them that we always talk about. Liquid Death is one of them that's done a great job of building a community on Facebook, but really brands have gotta build their own community.

[00:22:52] Callum: Is anybody out there doing it well? Have you seen any that you are interested in that you think, you know what, these [00:23:00] guys have done a great job of building a community around their brand. 

[00:23:05] Kaitlyn: Good question. Actually liquid death that you, now that you bring them up I was at D two C X retain in November, I believe of last year.

[00:23:14] Kaitlyn: And we watched the Liquid Death Talk and they were talking so much about how they built that story. And it was just really interesting because I. In general, I mean, when we were talking about loyalty programs and all of these things like lifecycle marketing, I think building the community and the, like, the brand story is so, so key in not only like acquiring new customers, but you know, retaining them for life.

[00:23:35] Kaitlyn: We did actually do a presentation last week and I have this like statistic at the top of my head, but I think it was in general, brands that build that kind of like strong Story and have a connection with our customers drive 30% more revenue on average. So yeah, I could definitely believe 

[00:23:51] Callum: that.

[00:23:52] Callum: So, key. Yeah, no, I could definitely, definitely believe that. I, I tell all of our big clients like, you know, you [00:24:00] gotta build this community, you've gotta get them. You've gotta get you, you've not gotta dictate them, you've gotta be part of the community. And Liquid Death did such a good job of being part of the community, being one of the team, and letting the community almost direct the brand and move, you know, shape the brand.

[00:24:21] Callum: I don't really know anybody who's, I can't think off the top of my head on the, in the Shopify Plus space, one of our clients, obvis done a really good job of that, I suppose, with their collagen. Their, their energy drinks. Thinking who else of our brands built a really good community around their products.

[00:24:41] Callum: There's a company in Europe thinks Germany, they originated out a called Waterdrop. They've got a really good community that really is very engaging Have you ever heard of an app called social Snowball 

[00:24:57] Kaitlyn: Guys?

[00:24:57] Kaitlyn: I don't think they have. 

[00:24:59] Callum: I think [00:25:00] it's this, it's this guy called Noah. Noah, and he's good friend of the podcast. He's been on the podcast before and he actually owns an app called Social Snowball that gives affiliate payments back to. The community when they recommend, the merchants brand.

[00:25:19] Callum: And it's quite, that's been quite a good one. Honestly, thank you so much for being on today. Before you go, I've gotta ask you, what's one book, podcast, TV series that's really caught your attention recently that you could recommend to the listeners? 

[00:25:37] Kaitlyn: Good question. I know, so our SVP revenue, Ashley Scorpio, I, I think you probably talked to her before.

[00:25:44] Kaitlyn: She's amazing and she's always introducing me to new podcasts. In fact, she's on a lot of them. So I kind of become a fan cuz I like listened to one episode and then I like end up going through all of them. She was recently on an, on a podcast by Extremely, which is another [00:26:00] one of our partners. Yeah, their podcast series is really interesting.

[00:26:04] Kaitlyn: They do live shopping. So, you know, in the age of kind of talking about, you know, ai, ar, and all of these new technologies, life shopping is another one that's, that's really like a very interesting field. 

[00:26:16] Callum: Yeah. Yeah. Have you tried it? 

[00:26:19] Kaitlyn: I have, I will say that even though I work in e-commerce, it's still very like, interesting to me.

[00:26:25] Kaitlyn: I'm like, oh, that's, this is really cool. But like, I don't know if I would become a live shopper, but I, it's very interesting. I see 

[00:26:32] Callum: these, I see, I when live shopping I see it's obviously massive in far East. Mm-hmm. Mm-hmm. So you see these images of I forget what day it is in, in China where they're all, when it is, it's Alibaba's biggest day of the year.

[00:26:50] Callum: And you see these thousands of people doing live shopping representing all these different, you know, DTC brands. Right. 

[00:26:59] Kaitlyn: [00:27:00] Very cool. It's kind of like the home, the, it's funny cuz my mom would always, like, I grew up just from shopping network. Yeah. 

[00:27:07] Callum: It's like the shopping network, but thousands of shopping networks.

[00:27:11] Kaitlyn: Yeah. Yeah. So that's really cool. And I do think we're gonna see a trend. I mean, I think there's an interesting opportunity to, for brands that are like investing in like influencer marketing and the whole community thing, to kind of, without it feeling too manufactured, bringing in those communities to live shopping events.

[00:27:27] Kaitlyn: We're seeing like some very interesting results there. Yeah. 

[00:27:30] Callum: Yeah. No, I could see that. I could see that I've not seen is, is there an app in, I've not seen an app yet in the Shopify. App ecosystem that's doing a lot of live shopping. So what was that podcast? Say that again So I can write it down and I can go and listen because that that does interest me.

[00:27:49] Kaitlyn: Yeah, it is. They're called eStreamly. eStreamly. Right. Okay. And yeah, they do a lot of interesting episodes on just, you know, live shopping in general. [00:28:00] 

[00:28:00] Callum: Awesome. I that is, thank you for that one. I honestly will check them out cuz It is, it is one of those that, it is part of the ecosystem that I'm really interested in.

[00:28:10] Callum: Cause I think it, I don't know whether it's gonna be huge or not, it has the potential to be. Mm-hmm. But I just don't know whether culturally, You know, that's what we as e-commerce shoppers do now, I, I dunno whether I want Amazon live streaming and, you know, selling to, I just wanna go on and just press the button.

[00:28:32] Callum: Yeah. Honestly, Kaitlyn, thank you so much, for being a guest today. I really appreciate everything you, you've given us such good insights and I think this is gonna make a great episode. I will add your Twitter bio and LinkedIn bio in the show notes. So if anybody would like to connect with Katelyn, you can do and yeah, absolutely.

[00:28:56] Callum: Thank you for being such a fantastic guest. 

[00:28:59] Kaitlyn: [00:29:00] Awesome. Well, thank you so much. This was super fun. 

[00:29:02] Callum: Thank you, Kaitlyn. Bye 

[00:29:04] bye.


[00:29:05] Callum: Thank you for listening today. In reviews we trust is a bi-weekly podcast where I hope to be bringing you advice and insights from brands that are taking the e-commerce world by storm.