The Impulse Lab
What's Inside
Only 8% of your live audience are actively shopping. 60% would buy something if the right moment came along. Our framework shows you how to create those moments and reach the rest.
- Why do some live shopping events convert and others don’t? Understand the five conditions that have to align before a viewer is ready to buy, and why missing just one of them changes everything.
- What actually triggers impulse buying in a live environment? Discover how emotional intensity, not discounts or countdown timers, is the real driver of in-the-moment purchase decisions.
- Does leading with storytelling really outperform leading with a deal? Find out why audiences who connect with the story before the offer are 47% more likely to buy, and why discount-driven buyers report the lowest post-purchase satisfaction.
- Do countdown timers still work? Explore why “confident and engaged” consistently outranks “rushed or pressured” as a purchase emotion, and what that means for how you structure a live event.
- Is social proof as important as brands think it is? See why subtle participation signals outperform aggressive social validation, and what our data reveals about how viewers actually respond to others buying.
- What role does friction play in live commerce drop-off? Learn why ease of action is the most overlooked factor in live conversion, and where brands are losing buyers they’ve already won.
Why Download?
76% of companies increased their discounting last year. Most D2C brands now run more than 12 promotions annually, yet conversion rates in live commerce remain inconsistent. Post-purchase satisfaction among discount buyers is the lowest of any segment, and audiences are becoming harder to move on price alone.
The problem isn’t the product or the platform. It’s that most brands are optimising the wrong things.
The Impulse Lab is the first research report to apply behavioural psychology directly to live shopping conversion, drawing on original consumer data and expert commentary from Phill Agnew, host of the UK’s number one marketing podcast, Nudge.
Whether you’re already running live commerce and wondering why some events land and others don’t, or you’re building your first live strategy from scratch, this report gives you the insight to stop guessing and start creating moments that actually work.
How do you put this into practice? Download our companion guide for a step-by-step framework to build live moments that convert, without pressure tactics or manufactured urgency.
