The next "big thing" in e-commerce could indeed be the integration of live shopping and video calls. This emerging trend has the potential to revolutionize the way people shop online by providing a more interactive and personalized experience.

Live shopping refers to the concept of broadcasting live video streams showcasing products, where viewers can make purchases in real-time. This trend has gained significant traction in recent years, particularly in Asian markets. For example, in China, platforms like Taobao Live and JD Live have seen tremendous success, with millions of viewers tuning in to watch influencers and experts demonstrate and discuss products.

One of the key advantages of live shopping is the ability for viewers to ask questions and receive immediate responses. This creates a sense of trust and authenticity, replicating the in-store shopping experience where customers can interact with salespeople. Additionally, live shopping enables brands to showcase their products in action, providing a better understanding of their features and benefits.

Video calls, whether one-on-one or through streaming, can further enhance the live shopping experience. By integrating video calls, customers can have personalized consultations with sales representatives or experts who can guide them through the purchasing process. This level of interaction can help address any concerns or doubts customers may have, leading to increased confidence in their buying decisions.

Several companies have already started exploring this concept. For instance, Shopify recently introduced "Shopify Live" which allows merchants to host live shopping events directly on their websites. Facebook has also entered the live shopping space with its "Live Shopping Fridays" initiative, where businesses can showcase products in live videos and engage with viewers through comments.

Furthermore, social media platforms like Instagram and TikTok have been experimenting with live shopping features. They allow influencers and brands to tag products within their live videos, making it easier for viewers to purchase items they see in real-time.

These advancements in live shopping and video calls not only provide a more engaging shopping experience but also have the potential to drive higher conversion rates and increase customer satisfaction. By combining the convenience of online shopping with the personalized touch of in-person interactions, e-commerce can take a significant leap forward.

However, it's important to note that challenges exist, such as technological infrastructure requirements, ensuring seamless video streaming, and finding the right balance between sales pitches and genuine engagement. Nonetheless, with the increasing popularity of live shopping and the ongoing advancements in video call technologies, it is highly likely that this integration will be the next "big thing" in e-commerce.