Live shopping – also known as livestream shopping or live commerce – is the practice of selling products through live video broadcasts where viewers can interact and buy in real time.
In a typical live shopping event, a host (such as a brand representative or influencer) showcases products on camera while answering questions from the audience via chat. Viewers can click to purchase featured items instantly without leaving the stream.
This format combines the engagement of social video with the convenience of e-commerce, essentially bringing the experience of QVC-style home shopping into the social media era. The concept first took off in China around 2016 when Alibaba’s Taobao Live platform pioneered linking live video with online stores so customers could “watch and shop at the same time”.
Since then, live shopping has become a core sales channel in Asia and is now expanding globally as a new way to boost customer engagement and sales online.
By the Numbers: Growth and Impact
The rise of live shopping is backed by eye-opening statistics on growth, engagement, and revenue. Nowhere has this trend been bigger than in China, which accounts for the vast majority of the global live commerce market.
In 2023, China’s livestream shopping market reached nearly ¥5 trillion (roughly $700 billion) in sales – a twelvefold increase since 2018.
Live commerce has rapidly become a mainstream way to shop in China; in one survey, two-thirds of Chinese consumers said they bought a product via livestream in the past year.
Top livestream events rack up massive sales: for example, Chinese streaming star Austin Li (the “Lipstick King”) sold about $1.7 billion worth of goods in a single 12-hour livestream during a Singles’ Day promotion.
Alibaba reported that in the first 30 minutes of its 2020 Singles’ Day presale live streams, Taobao Live generated $7.5 billion in transaction value.
These figures underscore how live shopping has transformed retail in China, where it’s now an established channel accounting for an estimated 10–20% of all e-commerce sales by 2026.
Western markets are still catching up, but live shopping is growing quickly. In the United States, livestream commerce was a nascent niche a few years ago but has seen rapid growth since the pandemic.
U.S. live shopping sales were estimated around $32 billion in 2023 and are on track to more than double to about $68 billion by 2026 – which would be over 5% of all U.S. e-commerce.
Some analysts project an even larger figure as adoption accelerates; Insider Intelligence notes U.S. livestream shopping could reach the $50 billion range by 2023, putting it on a path to claim a mid-single-digit share of online retail within a few years. This is a dramatic jump from virtually zero just a few years prior.
The appeal lies in strong engagement and conversion metrics: companies report live stream conversion rates approaching 30%, which is about 10× higher than typical e-commerce conversion rates.
In one case, a Canadian retailer (Aldo) saw a 308% increase in online engagement and 17,000 website visits in the days following a live stream event.
Live broadcasts keep shoppers watching longer and often trigger impulse purchases through limited-time offers or the “fear of missing out” effect.
According to McKinsey, the best live commerce events can telescope the entire customer journey “from awareness to purchase” into a single session, yielding conversion rates far above normal benchmarks.
In short, live shopping is proving to be a significant revenue driver by marrying entertainment with instant buying opportunities.
Major Platforms and Players
Live shopping has evolved across a mix of social platforms, e-commerce marketplaces, and dedicated apps – each vying to become the go-to destination for this interactive form of retail.
In China, the ecosystem is dominated by platforms like Alibaba’s Taobao Live, Douyin (TikTok’s sister app in China), and Kuaishou. Taobao Live launched in 2016 and remains the world’s single largest live commerce platform, with roughly a 35% market share in China as of 2020.
These apps seamlessly integrate streaming and shopping; during major events like Singles’ Day, millions of viewers flock to watch influencers demonstrate products and unlock exclusive deals.
The result is massive engagement – live commerce generated an estimated ¥300 billion (≈$47 billion) in China by mid-2021 alone – and a new breed of celebrity sellers who can drive blockbuster sales. Chinese social media has effectively made live shopping a cultural norm, leveraging the trust that consumers place in influencers and the convenience of in-app checkout.
In the U.S. and Europe, big tech companies and startups alike are experimenting with live shopping, but the landscape is more fragmented.
Instagram, Facebook, and YouTube each introduced live shopping features that allow tagging or pinning products in live videos, enabling viewers to shop directly. Meta (Facebook) was an early mover, but notably decided to shut down its dedicated live shopping feature on Facebook in late 2022 after limited traction. Instagram also scaled back some live commerce initiatives (preferring to focus on short-form video content), yet brands and influencers continue to use Instagram Live for product drops and tutorials, directing viewers to shop links.
TikTok, on the other hand, is doubling down on commerce: it launched TikTok Shop with in-stream buying capabilities in markets like the UK and U.S. in 2023, betting that its algorithmic video feed and young audience can turn short videos into checkouts.
After some early hesitation, TikTok is now rolling out shopping features aggressively – and even legacy players are taking note.
In April 2025, QVC (the television shopping pioneer) struck a deal to run 24/7 live shopping streams on TikTok, effectively bringing its round-the-clock broadcast model into the social media realm. “We are uniquely suited to bring our large-scale, high-volume, live experience to TikTok… Our agreement will be a catalyst to transform shopping and discovery,” said QVC Group CEO David Rawlinson, whose company produces over 40,000 hours of shoppable video content per year.
The partnership underscores TikTok’s rise as a live commerce hub and shows how traditional retailers are adapting to reach younger, mobile audiences.
Aside from social networks, marketplaces and niche apps have entered the live shopping arena as well. Amazon launched its Amazon Live platform in 2019, inviting influencers and brands to host live shows featuring products available on Amazon’s marketplace.
Progress was slow initially, but Amazon has steadily built this feature – during Prime Day 2022, various livestreams on Amazon Live amassed over 100 million views in total.
An Amazon Live shopping stream during Prime Day 2022, where influencers hosted live product showcases. While Amazon Live is essentially a modern spin on home shopping TV, other startups are reimagining live commerce for niche audiences.
For example, NTWRK focuses on streetwear and limited-edition collectibles sold via live drops, Whatnot has popularized live auctions for collectibles like trading cards, and TalkShopLive positions itself as a universal live shopping network that any brand or media outlet can use. TalkShopLive’s CEO Bryan Moore says the key to success in North America is to “cut the friction in [the] path to purchase” during live videos – meaning integrating checkout as smoothly as possible.
His platform reported a 300% jump in revenue in one quarter after attracting big names (from pop star Ciara selling electronics to actress Drew Barrymore selling kitchenware) to host shoppable streams. In short, the U.S. live shopping landscape is a patchwork: YouTube and Facebook are among the most-used for live commerce content by retailers, TikTok and Instagram generate buzz with influencer-driven events, Amazon provides an e-commerce-first approach, and a host of smaller apps cater to specific communities and categories.
Internationally, many other regions are adopting live commerce as well. In Southeast Asia, platforms like Lazada and Shopee have added live streaming features to their shopping apps.
European retailers have held live shopping events on their own sites and on social channels – for instance, Germany’s beauty retailer Douglas streams tutorials and reports conversion rates up to 40% from its live events.
Even luxury brands have embraced live commerce: nearly 30% of luxury retailers globally had been using livestream shopping for two years or more by 2022, longer than most other sectors.
The common thread is that whether on a massive Chinese app or a niche Western platform, live shopping is seen as a way to create a more immersive, interactive buying experience that particularly appeals to younger, digitally savvy consumers.
Success Stories and Case Studies
Skeptics once wondered if live shopping was just a pandemic-era fad, but a growing list of successful campaigns and case studies suggests it’s here to stay – provided brands tailor the format to their audience.
One often-cited success story is Tommy Hilfiger, which embraced live streaming early. The fashion brand’s livestream in China reportedly drew 14 million viewers and sold 1,300 hoodies in just two minutes.
Buoyed by that demand, Tommy Hilfiger expanded its live shopping program to Europe and North America, tweaking the content for local audiences.
Beauty and cosmetics brands have also thrived with live demos: L’Oréal and Estée Lauder have run live shows in Asia that generated millions in sales, and smaller beauty retailers in the West are using live tutorials to replicate that success on a different scale.
Walmart provided a high-profile example in the U.S. when it piloted a fashion live stream on TikTok – the event attracted 7× more viewers than expected and boosted Walmart’s TikTok follower count by 25% in one go.
That early pilot (back in late 2020) signaled that even mass-market American retailers see promise in the format. Since then, Walmart and other big-box retailers have continued to experiment with shoppable livestreams on platforms like TikTok, YouTube, and their own websites.
Another notable case was ALDO, the footwear retailer, which hosted a live shopping event in 2021 that combined entertainment with exclusive product drops. The result was a 308% spike in engagement and thousands of shoppers visiting its site in the days following the stream – a level of buzz that far exceeded a typical online campaign.
Amazon has touted the reach of its Prime Day live streams: in 2022, Amazon Live shows featuring influencers (including celebrities and niche experts) racked up over 100 million views from shoppers looking for deals.
Traditional TV shopping networks are also reinventing themselves through partnerships. QVC’s recent TikTok venture is essentially a 21st-century reboot of its round-the-clock channel for a new audience – early signs indicate that tens of thousands of TikTok users have engaged with QVC’s shoppable videos and livestreams since it joined the platform. This blend of old and new shows the potential reach of live commerce when done right.
Even small businesses and independent creators have found live shopping success. For example, a boutique owner might host a weekly Facebook Live sale, showcasing new inventory to a few hundred loyal viewers who snap up items in real time.
These grassroots streams often feel like personal shopping events and can foster strong customer loyalty. “Live shopping will be part of the omni-channel experience in retail,” says Diana Melencio, a partner at retail investment firm XRC Labs.
She notes that brands are learning how to make live commerce “right for their consumers” and that its share of purchases will grow as both retailers and shoppers become more comfortable with the format.
In practice, successful campaigns tend to have a few elements in common: a charismatic host who can authentically engage the audience, a clear theme or story to the stream (e.g. a makeup tutorial, a fashion show, a tech gadget unboxing), some form of limited-time incentive (special discounts or limited stock to create urgency), and an easy path to purchase with minimal clicks.
When those pieces come together, the payoff can be significant in both sales and brand exposure.
Expert Perspectives and Challenges
Despite the success stories, live shopping’s growth in Western markets hasn’t been as explosive as in Asia – and it faces some challenges on the road to wider adoption.
One issue has been finding the right platform and format to entice U.S. and European consumers. “The reason Facebook shut down its live streams is not because livestream is wrong… livestreaming is the right format, but it’s the wrong place,” argues Vincent Yang, co-founder of live commerce platform Firework.
His point is that simply bolting shopping onto a social platform may not work if the audience isn’t in a buying mindset. In China, live commerce thrived inside “walled garden” apps like Taobao and Douyin where shopping is deeply integrated into social content.
By contrast, Western consumers are used to a more open web and may not gravitate to a single app for all purchases. This means retailers are experimenting with hosting live streams on their own websites or multiple channels. In fact, about 28% of retailers doing live commerce in the U.S. host streams on their own site or app (often alongside social platforms) to retain control of the experience.
Another challenge is content overload and quality. Running a good live shopping event requires planning and production value – it’s essentially a mini TV show.
Smaller brands may struggle with the resources needed to produce regular live content. However, technology is making it easier and cheaper to stream professionally, and agencies are popping up to help brands create live shopping content.
Over half of retailers doing livestreams have started using marketing agencies or content studios to improve their live events’ promotion and presentation.
As the cost barrier lowers, more companies can try this channel. The audience side is also a work in progress. While younger consumers show strong interest – an estimated 83% of Gen Z have watched live shopping content and a majority prefer video over text when learning about new products – older shoppers have been slower to change habits. In the U.S., only a small percentage of consumers make purchases via live streams regularly; one study found just 6% of Americans do so on a frequent basis.
When a customer is emotionally connected, they actually stay longer… they shop a lot more
Many shoppers remain more comfortable with traditional e-commerce or in-store buying, so there is an education curve for live commerce to truly go mainstream outside of early adopters.
Industry experts maintain an optimistic outlook that these hurdles can be overcome with the right approach. “We believe that the percentage share of purchases [through live shopping] will increase with retail adoption and consumer education,” says XRC Labs’ Melencio, emphasizing that it’s a matter of time and learning.
Brian O’Malley, a venture capital investor in the space, even sees opportunity in the initial stumbles by big tech: “The larger platforms pulling back…creates more of an opportunity than anything else,” O’Malley told Retail Brew, suggesting that smaller players and brands can step up with innovative live commerce strategies.
And the core advantages of live shopping remain compelling: high engagement, entertainment value, and a sense of connection that static product pages can’t match. Zarina Lam Stanford, CMO of Bazaarvoice, observes that Generation Z and the upcoming Gen Alpha are “social natives” who “want experiential [shopping]. They want real time.”
In fact, about 80% of younger consumers would rather watch a video about a product than read about it. This bodes well for formats like live shopping that deliver an interactive, video-driven experience.
To succeed, retailers are honing the formula. “To be successful in North America, you have to cut the friction in the path to purchase,” advises TalkShopLive’s Bryan Moore, meaning the viewer should be able to tap and buy instantly when inspiration strikes.
Other best practices include choosing the right hosts (often influencers who already have audience trust), scheduling streams at times that maximize viewership, and blending entertainment with genuine product insight.
Live commerce also works best when it feels authentic – viewers respond poorly if a stream is just a hard sell infomercial, but they engage when it feels like a friendly, informative demo or an exclusive community event.
When done right, live shopping not only drives immediate sales but can strengthen brand loyalty. For example, Firework’s Vincent Yang notes that some brands see customers spending 282% more time on their site once they implement live video, due to the “emotional connections” that live interaction builds.
“When a customer is emotionally connected, they actually stay longer…they shop a lot more,” Yang says, highlighting the power of engagement over just pushing transactions.
The Bottom Line
Live shopping is no longer just a buzzword or an experimental trend – it’s becoming a legitimate pillar of modern e-commerce. Brands and retailers, from global luxury labels to local boutiques, are learning that blending entertainment with instant purchasing can unlock new revenue streams and levels of engagement.
The data speaks clearly: this format can drive significantly higher conversion rates and basket sizes than conventional online stores.
Real-world examples – from China’s billion-dollar livestream marathons to U.S. retailers drawing thousands of eager shoppers to a TikTok event – demonstrate the potential when the execution aligns with what consumers want.
There are still challenges to iron out in markets like the U.S., including platform strategy and consumer habit shifts, but the trajectory points upward. As younger, video-centric shoppers gain purchasing power and technology makes streaming more accessible, live shopping is poised to play an increasingly important role in the retail mix.
In the words of one industry CEO, it’s about reimagining the shopping experience for the digital age: “Imagine we walk through a store, and wherever we want to try on something or ask a question, [a salesperson is immediately there]… That’s what live shopping can do online – it brings that real-time service and excitement to e-commerce”.
For e-commerce professionals, the message is clear: live shopping is moving from novelty to necessity, and those who can master the format stand to engage customers in ways that static product pages never could.