Case Study of the Week: Adding Live-streaming as a Sales Channel

Jan 22, 2024


You are to assume the role of the owner of Ornamental, a small business that creates indoor and outdoor decorations. Your business partner wants you to add another sales channel and you must explain livestream shopping and how adding it would benefit the company.

Ornamental sells a wide variety of indoor and outdoor decorations. The most popular items sold are for the winter holiday season, but Ornamental has décor for every season. The company also accepts custom orders. Currently, the only sales channel is the Ornamental website. The company has a social media presence on various platforms. The company posts are informational, with pictures of items and a link to the website.  

Your business partner feels that Ornamental could increase sales by adding another sales channel. You think Ornamental could increase sales by utilizing social media livestream shopping options.

You must explain to your business partner how Ornamental could use livestream shopping to increase sales and widen the customer base. You must choose which social media platforms to utilize for livestream shopping, explain how to market livestream shopping events and how to evaluate if the livestream shopping events are successful.


Randi Bibiano
Competitive Events Specialist

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):

Channel Management

Performance Indicators:

Explain the nature of channel strategies
Select channels of distribution
Explain the role of promotion as a marketing function
Identify communications channels used in sales promotion