Tupperware Australia has partnered with livestream shopping platform and creator marketplace buywith on a Shopify app.

As the Australian arm of an iconic American brand, Tupperware Australia is a household products company that develops, manufactures, and internationally distributes preparation, storage, and serving containers.

A new CEO was announced for the company in October 2023, and its strategy now is to bring the direct selling model into the digital era, following risks of bankruptcy.

The buywith Shopify app integrates with any Shopify storefront, enabling businesses to connect with customers in real-time, demonstrate products, and answer questions.

Beyond participation in real-time, the livestream content can be repurposed to drive engagement on the site and on social media for customers who may have missed the initial live stream.

Tupperware Australia head of marketing Yulin Tan commented: "We have seen a 68% conversion rate and 50% engagement during our trial with buywith and are hoping to expand the partnership and demonstrate even greater success.

“We can drive themed live sessions, offer exclusive deals, and captivate our audience with the fear of missing out (FOMO).”

The Tupperware brand is known for its reusable model and has previously developed packaging containers for Canadian fast-food restaurant chain Tim Hortons and partnered with chemical company Eastman to use recycled resin.

Live shopping is an avenue for other direct-to-consumer packaging companies to consider in their marketing strategies.