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Alex von Harsdorf couldn't complain.

As a music manager, the 33-year-old had - as he says himself - a good job.

And yet there was always the urge to want to start a company.

Von Harsdorf has tried that more than once.

With Groupify, for example, a platform where buyers advise each other via Messenger when shopping.

For a few weeks he has also been on the market with Livebuy.

The start-up from Berlin offers the technical solution for live video shopping, where buyers and sellers can interact with each other.

There are two other founders behind Livebuy: Armin Gattung and Bertold Harmath.

The idea came about during the first lockdown in spring.

They worked eight months with a development team on the first software version - each in a different location.

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Livebuy sees itself as a remote first company.

“We do have a co-working space in Berlin.

But everyone is free to choose where they work, ”says von Harsdorf.

The first customer is the Douglas perfumery chain, which goes on air in Germany and the Netherlands using the Livebuy software.

Von Harsdorf reports of further commitments from well-known dealers, but without wanting to name names.

Occasion: Stationary retail in a crisis

The lockdown is currently making shopping in the city centers impossible, at least outside of the grocery store and less other shops.

But even before the closings, Germans stayed at home more often for fear of infection.

The German Trade Association (HDE) reports frequency losses of more than 40 percent in some of the city centers.

There are alternatives: online trading is booming.

The HDE predicts an increase in sales of 20 percent for Internet purchases this year.

“The vast majority of online shops are extremely boring,” says von Harsdorf.

"There are pictures, a description and a price: This is not shopping, it is just procurement."

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That will make itself felt sooner or later.

For young target groups in particular, interaction and entertainment are more important than price.

"Generation Z already communicates a lot via videos today."

Solution: Transfer via smartphone

Video shopping makes this its own: Consumers watch a live stream, where they can chat with the protagonists and immediately add the products shown to their shopping cart by clicking on the video.

Simple product presentations are offered, but also tutorials on topics such as make-up or DIY.

The solution is very simple, advertises Livebuy.

The retailer does not need a TV studio like with teleshopping.

A smartphone is enough for the transfer.

“Our aim is that such live streaming events are no more difficult than sending a newsletter.” Customers buy a license for this and can use the software for this.

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Video shopping is already a huge phenomenon in Asia.

According to market researchers from the iResearch Global Group, the share of online sales in China is ten percent.

"Now Europe is also waking up," believes von Harsdorf.

Douglas offers "Douglas Live" every Tuesday and Friday.

Both employees and experts from industrial partners or their ambassadors, recently top model Miranda Kerr, are in front of the camera.

"We are seeing a fundamental shift from stationary retail to e-commerce," says a spokeswoman.

Douglas Live can also offer advice online.

That ensures customer loyalty and speaks to younger people.

The HDE supports the initiative and sees Douglas as a role model.

“Live video shopping is also a good opportunity for medium-sized retailers to use digitization to create even closer customer loyalty,” says Deputy Managing Director Stephan Tromp.

The corona crisis in particular makes it clear that new forms of customer contact are needed.

"Live video shopping has the potential to fill gaps here and set new standards."