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A new frontier of shopping is here…and it’s live! With live commerce, also known as live selling, live shopping, or live stream eCommerce, brands can provide interactive experience for consumers, allowing them to ask questions and buy products, and can help brands create lasting relationships with future buyers in ways that feel more personal, spontaneous and engaging.
Live commerce is a combination of live streaming and eCommerce that allows consumers to interact with brands and purchase products in real-time. Let’s dive into how this trend is changing eCommerce!
How is live commerce different from traditional eCommerce?
While traditional eCommerce allows consumers to browse, click and buy at their own pace, live commerce is all about instant interaction. With live shopping events, consumers can view products in action, ask questions in real-time and even make purchases directly through a live stream. Platforms like TikTok Live Shopping, Facebook Live Shopping and specialized live shopping apps offer brands the chance to showcase their products in a dynamic way that standard online stores simply can’t match.
The key difference? Engagement. Traditional eCommerce lacks the interactive layer that live shopping brings. It’s like shopping with a friend who not only shows you what they bought but gives you instant answers and suggestions.
How does live shopping work?
Live commerce blends elements of video, interaction and sales into one seamless experience. Brands can host a live event on platforms such as TikTok, Facebook or through live shopping platforms designed specifically for this purpose. During the event, hosts (often influencers or company reps) showcase products, give demonstrations and chat with viewers. Viewers, in turn, can interact through comments, ask questions and, most importantly, buy products directly through integrated live shopping tools.
In essence, it’s a one-stop shopping event where entertainment meets convenience. The real-time aspect also taps into the psychology of urgency and exclusivity, with limited-time offers or products often driving immediate purchases.
Benefits of live shopping for brands
The growing live shopping trends are hard to ignore, especially as more brands see the tangible benefits of engaging directly with consumers. According to a 2024 survey, 45% of US consumers have browsed or purchased from live shopping events in the past year. This number shows significant interest in live commerce, with 61% of respondents having shopped on social video platforms like TikTok and Facebook.
Some key benefits of live shopping include:
- Real-time engagement: Consumers get to ask questions and see products in action before buying.
- Instant feedback: Brands can quickly address customer concerns, reducing hesitation.
- Impulse buying: The immediate, interactive nature of live commerce encourages purchases on the spot.
- Increased awareness: Live events are great for product launches or special promotions that need extra attention.
Examples of successful live shopping events
Brands around the globe are tapping into live shopping’s potential to connect with consumers in innovative ways. Let’s take a look at some standout examples:
- Walmart partnered with TikTok to host a live shopping event where influencers highlighted Walmart’s fashion products. This event garnered huge attention, reaching over 7 million total views and spiking sales.
- Sephora uses live shopping on Instagram and Facebook Live to host beauty tutorials. By engaging directly with its audience, the retailer not only demonstrates the products but also creates a sense of community that resonates with their customers.
- Nike has integrated live shopping into its SNKRS app, creating live events where sneakerheads can see exclusive launches and make purchases immediately. This taps into the FOMO (fear of missing out) phenomenon, leading to faster sell-outs and higher demand.
Live shopping best practices checklist
If you’re looking to host your own live shopping event, there are some best practices to keep in mind to ensure it’s a success:
- Choose the right platform: Depending on your audience, you might want to go with TikTok, Instagram, Facebook or a dedicated live shopping app (hint: Want to seamlessly connect any live commerce platform to your eCommerce solution? Embrace composable commerce).
- Plan ahead: Have a clear structure for your event. Know which products you’ll be showcasing, who will host and when you'll interact with your viewers.
- Engage with your audience: Encourage viewers to ask questions and give real-time feedback. Make them feel like they’re part of the event, not just watching a commercial.
- Create urgency: Offer limited-time deals or exclusive products to drive immediate sales.
- Measure success: Use analytics tools to track engagement, sales and viewer numbers. Learn from each event to refine future ones.
The future of live shopping: More than just a trend?
Live shopping isn’t just a fad — it’s quickly becoming a cornerstone of modern eCommerce. According to research, 55% of consumers would shop through video and live commerce more frequently if it were available consistently. Brands that recognize this demand have an enormous opportunity for growth.
As live shopping trends continue to evolve, we can expect to see more integrations with augmented reality (AR), allowing consumers to virtually try on products during live events. Additionally, more businesses — especially in B2B sectors — are exploring live commerce. For example, B2B companies are using live commerce to offer virtual product demos, host interactive training sessions and showcase complex solutions in real-time. These events help build stronger client relationships, allowing businesses to answer questions directly and create tailored experiences that go beyond the limitations of static product pages.
How to host a successful livestream for your brand
Hosting a successful live shopping event is easier than you think. Here’s a step-by-step guide to get you started:
- Pick the right time: Find a time that works best for your target audience. Use data from past interactions or sales to determine when your customers are most active online.
- Prepare your product lineup: Showcase a mix of best-sellers and new products. Make sure you have plenty of stock for the products you plan to highlight.
- Practice before going live: Whether it’s you or an influencer hosting, make sure everyone knows the plan. Do a run-through to avoid technical mishaps.
- Promote your event: Use social media, email newsletters and ads to build awareness before the event. This helps create excitement and anticipation.
- Go live!: Start your stream, engage with your audience and, most importantly, have fun! Authenticity goes a long way with live commerce.
Conclusion
Live commerce is transforming the way brands engage with consumers, offering a blend of entertainment, interaction and shopping convenience. From Facebook Live Shopping to TikTok Live, the opportunities are endless for brands willing to dive in and adapt to this growing trend. Whether you’re a large retailer or a small business, leveraging the power of live shopping platforms and tools can help you connect with your audience in more meaningful ways.
White Paper
How to Compose Your Commerce in 2025
Discover how composable commerce enables your brand to effortlessly integrate live shopping into your eCommerce platform with our guide.
About the authors
Diya Bag
Senior Content Writer, commercetools
Diya Bag is a Senior Content Writer at commercetools. Previously, she has worked as a Copywriter in advertising for a wide range of brands, as well as an Editorial Manager in publishing for magazines and both fiction and nonfiction books.