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The way live commerce is revolutionizing the shopping experience

Step into the future of shopping with live commerce, a revolutionary trend that’s reshaping the entire shopping experience. Unlike traditional online shopping, live commerce brings a dynamic and interactive element to the process. Imagine being able to see products in action, ask questions in real-time, and make purchases seamlessly while watching a live stream. It’s a new way of connecting with products and brands, making the shopping journey more engaging and personalized. In this article, we’ll delve into the various aspects of live commerce and how it’s changing the game for consumers and businesses alike.

How it Came to Be

Live shopping is revolutionizing the way we shop online by merging live video streaming with e-commerce. This innovative trend has swiftly garnered global attention as it transforms the traditional online shopping experience into a real-time, interactive showcase of products and services. Unlike static product listings, live shopping captivates audiences with lively presentations that are both entertaining and informative.

What makes live shopping particularly impactful is its ability to create authentic connections between brands and consumers. Businesses can engage with their audience in a direct and immediate manner, fostering a sense of trust and transparency. This approach is a departure from the more conventional methods of online shopping, providing a refreshing and personalized touch that resonates with today’s consumers.

Social media and dedicated live shopping platforms play a crucial role in propelling this phenomenon forward. These platforms seamlessly integrate live streaming features, making it convenient for both brands and consumers to participate. As consumers increasingly seek personalized experiences and genuine interactions with the brands they support, live shopping emerges as a powerful solution to meet these evolving demands.

What is Live Shopping?

Live shopping, also called live commerce or live stream shopping, is a modern way of doing online shopping that combines live video broadcasting with digital retail. Basically, it involves real-time, interactive demonstrations and showcases of products by brands, retailers, or influencers. In a live shopping event, you can watch the host display products, talk about their features, and answer audience questions. Plus, you can conveniently make purchases right there in the live stream, making the shopping experience smooth and engaging.

Unlike pre-recorded product videos, live shopping broadcasts are spontaneous and genuine, allowing hosts to showcase products naturally. Also, live shopping events often include time-limited offers, quick sales, and exclusive deals, creating a sense of urgency to encourage immediate purchases. This mix of entertainment and retail is changing how consumers connect with brands, fostering a deeper emotional bond between businesses and their customers. As live shopping gains popularity, it’s set to transform the future of online shopping, offering a glimpse into the exciting possibilities of interactive and immersive shopping experiences.

The Rapid Growth of Live Shopping

Live shopping has brought a big change to online retail, becoming a key player in eCommerce. The numbers tell the story – it’s estimated that by 2026, live commerce sales will make up around 20% of all eCommerce. In 2023, global live commerce sales are expected to hit a whopping $171 billion USD, showing how big this trend is becoming. In the United States, the livestream shopping market is predicted to reach $32 billion by the end of 2023, and experts think it could climb to about $68 billion by 2026.

What makes live shopping so appealing isn’t just its potential to make a lot of money; it also boasts impressive conversion rates, up to ten times higher than regular eCommerce channels. Another interesting thing is that almost 60% of people watching live shopping events end up making a purchase during or right after the event. This highlights how powerful and effective live shopping experiences can be. As the industry keeps growing, live shopping is definitely shaping the future of retail. It offers consumers a fun and interactive way to shop, making it a crucial part of the ecommerce world for years to come.

How Live Streaming Sales Works

Live streaming your sales is about blending live video streaming with e-commerce to create an interactive shopping experience. Below is a six-step breakdown of how it works.

  1. Choosing a Platform – Pick a platform that suits your needs, such as Facebook Live, Instagram Live, YouTube Live, or dedicated live shopping platforms.
  2. Preparation – Plan your content by selecting products, creating engaging scripts, and setting up the necessary equipment for a high-quality live stream. Consider collaborating with influencers or brand ambassadors to boost the impact of your live commerce events.
  3. Going Live – Start the live stream by introducing yourself, welcoming viewers, and providing a quick overview of the products or promotions you’ll showcase. Use storytelling, demonstrations, and interactive features to engage viewers and generate excitement.
  4. Showcasing Products – Highlight key features and benefits of the products. Demonstrate how the product works, share personal experiences, and answer viewer questions. Use visual aids like close-up shots, multiple camera angles, and graphics for a better understanding.
  5. Creating Urgency and Incentives – Drive immediate sales by creating a sense of urgency. Offer limited-time discounts, exclusive deals, or freebies for viewers who make a purchase during the live stream.
  6. Seamless Purchasing Experience – Integrate e-commerce functionality into the live stream for smooth transactions. Use clickable links, pop-up banners, or comment-based purchasing to make the process convenient and frictionless. Encourage viewers to take action in real-time, fostering excitement and incentivizing purchases.

Challenges of Live shopping

Building your own live shopping platform is a significant undertaking that comes with both a considerable time commitment and financial investment. To establish a feature-rich platform from the ground up, you’ll need to hire skilled professionals, including software developers, designers, and user experience experts. This team will work together to create a solid foundation for your live shopping platform, ensuring its smooth functionality and an appealing user interface.

Alternatively, choosing to collaborate with a third-party live shopping platform has its challenges as well, particularly when it comes to customer data. Many third-party platforms may withhold valuable customer information, making it challenging for businesses to gain insights into their audience’s preferences, behaviors, and purchase patterns.

The lack of access to this data can have significant repercussions. It becomes difficult for businesses to tailor effective marketing strategies that resonate with their audience. Personalized promotions and targeted campaigns, which rely on a deep understanding of individual customer preferences, become a challenge. Without these insights, businesses might find it challenging to create a shopping experience that truly caters to the unique needs and desires of their customers.

How Live Commerce is Changing Retail

Live commerce is more than just a trend; it’s transforming the retail industry significantly. Beyond boosting sales and revenue, live commerce is breaking down traditional retail limitations. Physical stores, once confined by location, now partner with livestreaming platforms to broaden their reach. They can showcase products globally, offering an interactive and engaging shopping experience. Customers can ask questions, see real-time demos, and make purchases from home.

Online-only retailers also benefit. Live chat commerce lets them create virtual showrooms, personalized consultations, and virtual try-on experiences, leveling the playing field with brick-and-mortar stores. It’s an exciting time for retail, with live commerce reshaping how we shop. The future holds possibilities like immersive VR experiences and influencer-led livestreams. One thing is certain: live commerce will be key in shaping future shopping, providing convenience, personalization, and excitement.

How Brands Use Live Commerce

Live commerce is a game-changer for brands across various industries. From luxury fashion houses like Gucci to home-goods giants like IKEA, everyone’s diving into this trend. Gucci turns runways into digital experiences, offering personalized styling advice. IKEA provides virtual interior design consultations and exclusive discounts, building a community of home enthusiasts.

And it’s not just them—beauty brands like Sephora host real-time makeup tutorials, and Whole Foods does live cooking demonstrations. Live event commerce isn’t just about making sales; it’s about creating engaging and interactive experiences for customers.

Success Stories Worldwide

Live commerce success isn’t limited by borders. Brands globally, from North America to China, are thriving with increased sales, improved customer engagement, and stronger branding. In the U.S., Glossier’s live makeup sessions are a hit, driving sales and building a vibrant beauty community. In China, platforms like Taobao have integrated live commerce, providing colossal exposure for brands like Xiaomi and Huawei.

These stories indicate a global shift towards live commerce as the preferred way of shopping. As technology advances and consumer preferences evolve, brands embracing live commerce are set to thrive.


Live commerce is changing how we shop by making it more fun and interactive. From seeing products in action to asking questions in real-time, it adds excitement to the shopping journey. Brands all around the world, big and small, are using live commerce to connect with customers in a new way. With its growth and success stories, it’s clear that live commerce is here to stay. Consider adding live commerce to your business so you don’t get left behind.