AUTHOR
Sam Gollings
Live shopping adoption for UK retailers, audience behaviour, and platform strategy.
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Sam Gollings spent nearly a decade buying for Ideal Shopping Direct, one of the UK's leading TV shopping channels, before moving to LoveCrafts as Head of Buying and then to Hochanda, the largest dedicated craft TV shopping retailer in the world, producing 15 live shows a day. That is not a background in Live Shopping theory. That is a background in Live Shopping at industrial scale, built across arts, crafts, stationery, and lifestyle retail long before the format arrived on Facebook and Instagram.
He joined Sprii in 2024 as Development and Success Manager for the UK, where he works directly with British brands going live for the first time. His writing on sprii.io reflects what a decade in TV commerce teaches you: how audiences behave during a live format, why certain platforms suit certain products, and what the algorithm rewards.
"TV shopping channels have been selling live to millions of viewers for 40 years. The only thing that changed is the channel your customer is watching on."
Knows About
Live shopping & video commerce
Comment-driven selling on Facebook & Instagram
Platform comparisons
Audience psychology
Practical how-to guides
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