Live Shopping Market: Is this the future of E-commerce?

KAKALI DAS

Have you ever watched those live shopping channels where enthusiastic presenters showcase products in real-time, and viewers call in to place their orders?

What do you think about that style of marketing? Have you ever bought something from a live shopping show? Do you find the demonstrations convincing, or do they seem too scripted? Would you prefer shopping this way over browsing online or visiting a store?

Traditional shopping channels no longer hold the same relevance they once did. Today, younger generations are reinventing live shopping by giving it a fresh, digital twist.

Live Shopping Market: Is this the future of E-commerce?

Today, live shopping primarily refers to livestream shopping—where the broadcast is as much about entertainment as it is about selling. Hosts stand in front of a smartphone, or sometimes dozens of them, energetically pitching everything from cosmetics and clothing to detergents and microwaves. Viewers interact in real-time, asking questions and placing orders directly through the stream.

The hosts deliver their sales pitches with the urgency of auctioneers, showcasing the latest finds through real-time video. They move quickly—presenting, describing, and even modelling items—all within a matter of seconds.

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These hosts can showcase hundreds of products in a single livestream, effortlessly keeping viewers engaged with humour, personal anecdotes, and—most enticingly—live discounts and flash sales.

Many of them have become so successful that they boast tens of millions of loyal followers and generate thousands of dollars in sales per show. It’s no surprise, given their charisma and speed.

Live shopping is a booming $682 billion global market. But it’s hardly a new trend—it has been ingrained in internet culture across the Asia-Pacific region for nearly a decade. In China alone, it’s a massive $66 billion industry. The government even hails it as “the new engine of e-commerce growth.”

And it’s easy to see why Beijing is on board. With unemployment climbing and consumer spending down, a growing wave of young people diving into live shopping offers a welcome economic spark.

But China isn’t the only player in the game. Live shopping is also gaining serious traction in countries like Singapore and the Philippines. Now, sellers in Europe and the U.S. are beginning to explore the trend as well.

Though still in its early stages, the U.S. live shopping market is already worth $32 billion. A recent survey found that 45% of consumers have jumped on the bandwagon.

According to Grand View Research, “The India live commerce market generated a revenue of USD 996.0 million in 2024 and is expected to reach USD 6,383.4 million by 2030. And it is expected to grow at a CAGR of 37.1% from 2025 to 2030.”

In terms of segment, fashion and apparel was the largest revenue generating product in 2024, as per the portal.

That’s not to say live shopping is for everyone. Critics argue that its appeal may be limited. You can’t try on different sizes before making a purchase, exchanges can be tricky, and you need to stay sharp—products fly by in seconds.

It’s a far cry from traditional online platforms like Amazon, where you can browse at your own pace without the fear of missing out. In that world, the only thing at risk is your wallet.

Besides, not all products are a good fit for live shopping streams—take jeans, for example. Shopping for jeans is notoriously difficult, no matter the platform.

And selling through live shopping isn’t as effortless as it seems. Hosts need more than just a great product—they need a magnetic personality to keep viewers engaged and buying. But for those who get it right, the rewards can be huge. It’s a game-changer for many businesses, from global giants like KitKat and Samsung to IKEA and Louis Vuitton.

Brands often pay influencers to livestream their products, and it’s not uncommon to see hundreds of millions of dollars in sales generated in a single session. Even Kim Kardashian tapped into the trend—she once sold 15,000 bottles of her perfume within minutes during a Chinese livestream.

And it’s not just the brands or hosts reaping the rewards—the platforms benefit too. Live selling has found a home on social media. In the West, TikTok plays a major role, hosting over 6,000 live shopping sessions every day.

Just like TikTok, Instagram has cultivated a vibrant live shopping community. Shoppers love browsing through Reels, Stories, and Live videos from their favourite influencers and creators. And since Instagram is owned by Facebook, the experience extends there too—Facebook also allows users to livestream their content and showcase products in real time.

Amazon Live is another great option for those looking to dive into live shopping for their own businesses or brands.

Through Amazon, sellers can promote their products via Amazon-hosted shows, collaborate with Amazon influencers, or take control by using the Amazon Live Creator app to host their own live events and product showcases.

Add to that a growing number of dedicated apps and software built specifically for live shopping like, Bambuser, Home Shopping Network (HSN), Quality Value Convenience (QVC) etc.,and it’s clear the movement is exploding.

Live shopping isn’t just retail therapy—it’s a full-blown craze, and it’s not slowing down anytime soon.

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