Live commerce: The Future of Online Shopping?

Published: February 24, 2023

min read

The popularity of social commerce is gaining traction for livestream shopping. Instead of a television network, customers are now doing their shopping on social media and retail platforms ranging from Walmart to Amazon.

Experts in the field believe that live shopping has the potential to increase sales while also combining entertainment and immersive content.

According to McKinsey Digital, companies using tactics such as limited-time offers or exclusive products reported conversion rates around 30%, which was ten times higher than traditional e-commerce.

While live shopping is already popular in China as well as various regions of Asia, agencies are beginning to test these commerce features in the United States due to increased client interest.

Allysun Lundy

VP, Head of Retail Media Strategy

Publicis Commerce

The most popular product in live commerce is apparel and fashion, which accounts for 35.6% of the category share. Tommy Hilfiger's fashion livestream in China reportedly drew 14 million viewers and resulted in the sale of 1,300 hoodies in two minutes. The livestream was then extended to Europe and North America by the fashion brand. The findings of which have not been made public. Exact revenue figures were also not provided.

The study conducted by Influencer Marketing Factory discovered 47% of consumers who made a livestream purchase in the U.S. and the U.K. were Gen Z shoppers. The PR director at influencer agency HypeFactory says Gen Z now makes use of social media not only for the consumption of content but also to search for and read reviews before making purchases.

TikTok has been a popular platform for commerce because people use it for entertainment, according to the founder of a US-based influencer marketing agency. She adds that her agency works with multiple creators and helps them experiment with livestreaming content on TikTok. They also provide training and support on logistics and videos.

Why shouldn’t brands ignore live commerce?

Increased engagement: Live shopping provides an opportunity for marketers to interact with their customers in real-time, answering their questions and showcasing products in a more engaging way. This can lead to increased engagement and loyalty from customers.

Improved customer experience: Live shopping allows customers to see products in action and get a better sense of how they look and feel. This can improve the customer experience and lead to more satisfied customers.

Enhanced reach: Live shopping can help marketers reach a wider audience, as the live stream can be shared on social media platforms and other channels. This can help to build brand awareness and increase customer acquisition.

Boost sales: Live shopping can be a powerful sales tool, as customers are able to purchase products directly from the live stream. This can lead to increased sales and revenue for marketers.

Better insights: Live shopping can provide valuable insights into customer behavior and preferences. Marketers can use this information to improve their products and services and tailor their marketing efforts to better meet customer needs.

Increased trust: Live shopping allows customers to see products in action and ask questions in real-time. This can help to build trust and credibility with customers, which can lead to more loyal and repeat customers.

Overall, live shopping can be a valuable tool for marketers looking to provide a more engaging and interactive shopping experience for their customers, boost sales, and increase brand awareness and loyalty.

Simply put, if brands have yet to experiment with live shopping, now is the time. This growing trend can provide an enormous opportunity for brands to reach their target audiences and boost sales.


Bill Walker

Bill is a marketing strategist who believes in the power of storytelling. He's known for his creativity, wit, and ability to connect with audiences across all channels. When he's not crafting marketing campaigns, you can find him hiking in the mountains or reading a good book.


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