On February 12, Grain de Malice received a public award at the first edition of the E-commerce live summit organised by the Caast agency. On the sidelines of the event, Laurent Bacquaert, Digital and Omnichannel Director of the fashion retailer, reviewed live shopping roadmap for mind Retail.
Launched in February 2024 at the women’s fashion label Grain de Malice (2025 turnover €180 million, up by 7.5% in a year), live shopping is becoming structured and gaining traction. In 2 years, 21 live shopping sessions ran with their tech partner Caast.
While ROI is confidential, Laurent Bacquaert, Digital and Omnichannel Director, told mind Retail that it doubled between 2024 and 2025. According to our information, live shopping represents 1.5% of e-commerce sales, which themselves accounted
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.