Rozy: The Harbinger of Live Stream Commerce
Will Clark, Contributing Editor, BrandStorytelling.tv
There’s a hundred-billion-dollar industry that’s silently taking over the web.
Or at least, silent to us in North America. Every day, hundreds of millions of people use the Alibaba-owned site Taobao, where a whole new class of influencer sells products to live audiences.
In 2019, the live stream shopping industry was valued at $66 billion in China, and that number is projected to more than double this year. But so far, efforts from companies like Amazon to create their own live stream marketplaces haven’t found traction.
Dave Lazar, CEO and Founder of Stage TEN, is not trying to build a marketplace. He’s building a tool set.
Lazar has long hair and a goatee, a gravelly Canadian accent, and a piano keyboard in the background of his office. He wouldn’t be out of place at a ski resort or your local record store.
But through the air of casualness, he radiates quiet confidence and determination. He’s someone whose vision of the future of the internet and media is quickly becoming reality.
“The magic of the web is that it is a two-way medium and that content produced and experienced on the web should be both interactive and transactional,” Lazar said. “The way brands and media companies have used the web up until this point has been mostly as a distribution medium.”
Stage TEN is changing that through their browser-based live streaming software, which is used by Gwyneth Paltrow's brand goop, Dr. Anthony Fauci, Bill Gates, Khan Academy and more. They recently produced the live launch of Cardi B’s and Megan Thee Stallion’s new single and music video “WAP.”
They’re also the makers of the app Rozy, a live streaming video player which allows viewers to purchase products without leaving the live video. It’s integrated with Shopify and allows users to multi-stream their live video to social channels.
“Our approach with Rozy is to integrate with any e-commerce storefront and to make the Rozy viewer fully brandable and embeddable anywhere so that the audiences can reach it from any device without any download,” Lazar said.
The app would essentially be the first video player outside of Taobao that gives users the capability to sell to audiences in real time. While marketplaces like Amazon’s have live shopping, the ability to start a storefront in their marketplace is restricted. Rozy, however, is free to download on the app store.
“So if you think of us as turning creators into retailers and retailers into creators,” Lazar said, “we also have the ability to take anyone with a Shopify store, even if they're not making content per se, and have them begin to engage with their customers in real time and do things like guided selling.”
Lazar emphasized that he’s not in the e-commerce platform business. He’s not involved in fulfillment — instead he’s building the tools for influencers and brands to interact with audiences in new ways.
“We think there's going to be a massive market across multiple verticals to serve these retailers, as a way to engage their customers in real time,” Lazar said, “but also as a way to finally give media companies a way to monetize live video and start taking advantage of broadcasting onto that two-way medium.”