SYDNEY, AUSTRALIA – Australian retail giant BIG W has partnered with Bread Agency to launch an ambitious live shopping initiative, aligning the brand with one of the most transformative trends in global e-commerce.
Amid shifting consumer expectations and the demand for more immersive, real-time retail experiences, BIG W is embracing live video commerce as a strategic tool to deepen customer engagement, boost interactivity and drive conversion. The move underscores a growing recognition that retail today is as much about entertainment and connection as it is about convenience.
“Live shopping is more than a trend, it’s a game-changer for how we can engage with our customers – providing a value add experience”, said Sally McLean, Senior Manager Social Media at BIG W. “By working with Bread Agency, we’re able to create interactive, high-energy shopping experiences that not only drive sales but also build brand affinity and trust in a way traditional e-commerce can’t match.”
Through this partnership, BIG W is rolling out a series of interactive livestream shopping events across its key categories including Baby, Health and Beauty, and Tech and Audio. The latest highlight is the highly anticipated Toy Sale Live, set to premiere on June 11, hosted by celebrated Australian comedian Melinda Buttle.
Known as one of the country’s most beloved annual retail events, the BIG W Toy Sale offers customers early access to a curated selection of top tier toys at competitive prices. This year’s edition goes a step further, allowing viewers to engage directly with both the host and BIG W’s in-house Toy Expert during the live broadcast. Audiences can explore the latest offerings, access exclusive deals and make purchases in real-time, all while enjoying a seamless and entertaining digital experience.
The events, streamed via BIG W’s website and social media platforms, incorporate a blend of curated product showcases, audience polls, live Q&A sessions, and instant purchasing options which create a real-time dialogue between the brand and its customers.
Bread Agency, which describes itself as a “Story Selling” specialist, brings comprehensive expertise to the collaboration. The agency has crafted an end-to-end live shopping framework for BIG W, overseeing everything from strategic planning and creative development to talent selection, tech integration, production, and post-event amplification.
“Retail is at a turning point, and brands that embrace live and social commerce now will be ahead of the curve”, said Amaury Treguer, Co-Founder of Bread Agency. “BIG W understands that today’s consumers crave connection, convenience, and entertainment all in one experience. Our job is to make that happen seamlessly while delivering real business impact.”
The partnership is already seeing strong results, with early live shopping events driving high engagement rates, including average viewer time per event of more than 8 minutes and substantial conversion numbers.
