The Rise of Live Commerce: Building Relationships That Matter
Imagine a world where shopping is no longer just about transactions but about connection—a world where brands don’t simply sell products; they build trust and community. This is the promise of live commerce. It’s not just a new way to shop; it’s a new way to engage.
Live commerce, also known as live selling or live stream eCommerce, combines the immediacy of live streaming with the convenience of online shopping. It’s a platform for interaction, where customers can ask questions, see products in action, and make purchases in real-time. At its core, live commerce isn’t just about driving sales; it’s about creating meaningful relationships in an increasingly digital world.
What Makes Live Commerce Different?
Traditional eCommerce is functional. It lets consumers browse, click, and buy at their leisure. But live commerce? It’s dynamic. It’s personal. It’s about creating moments that matter.
Picture this: a consumer tunes into a live stream where a host—maybe an influencer or a company representative—is showcasing a product. They’re not just seeing a static image or reading a description. They’re watching the product in action, asking questions, and getting instant feedback. They’re not just shopping; they’re connecting.
Engagement is the differentiator. It’s like having a trusted friend guide you through your purchase, answering your questions, and sparking your excitement in real-time. This is the future of commerce.
The Mechanics of Live Commerce
Live commerce blends video, interaction, and sales into a single seamless experience. Here’s how it works:
Platform Selection: Brands choose platforms like TikTok, Facebook, or dedicated live shopping apps to host their events.
Live Interaction: During the event, hosts showcase products, answer questions, and interact with viewers.
Seamless Purchasing: Consumers can make purchases directly through integrated tools without leaving the live stream.
The beauty of live commerce lies in its immediacy. The real-time nature creates a sense of urgency and exclusivity, encouraging impulse buys and fostering deeper engagement.
Why Live Commerce Works
Let’s talk about human behavior. People don’t just buy products; they buy stories, experiences, and emotions. Live commerce taps into this by:
Encouraging Real-Time Interaction: Consumers feel heard and valued when their questions are answered instantly.
Building Trust Through Transparency: Seeing products demonstrated live removes doubts and builds confidence.
Creating FOMO (Fear of Missing Out): Limited-time offers and exclusive deals drive immediate action.
A 2024 survey found that 45% of US consumers have browsed or purchased through live shopping events in the past year. This isn’t just a trend; it’s a shift in how we connect with brands.
Stories of Success
Brands around the world are using live commerce to turn ordinary shopping moments into extraordinary experiences. Consider these examples:
TikTok Shop: During the Black Friday weekend in 2024, TikTok Shop reported a 165% increase in shoppers, achieving over $100 million in sales on Black Friday alone. This surge underscores the platform's growing influence in the U.S. live shopping market. Barron's
Whatnot: A live shopping platform specializing in collectibles, Whatnot surpassed $2 billion in livestream sales from January through September 2024. This milestone highlights the platform's rapid growth and the increasing popularity of live commerce in the U.S. Modern Retail
Comfrt: The apparel brand Comfrt, known for its weighted hoodies, reported over $150,000 in sales during its first livestream event on TikTok. This success illustrates the potential for emerging brands to generate substantial revenue through live social shopping.
Quivr: This beverage brand explored live shopping by hosting events on platforms like Amazon Live. Co-founder Ash Crawford engaged directly with audiences, sharing the brand's story and showcasing products in real-time. This approach allowed Quivr to connect authentically with consumers and drive sales through interactive live sessions.
Best Practices to Set Up Your Own Event
Pre-Event Planning:
Define Your Goalssome text
Set clear objectives, such as boosting sales, increasing brand awareness, or engaging your audience.
Understand Your Audiencesome text
Research customer demographics and preferences to select the right products and tailor messaging.
Select the Right Platformsome text
Choose a live shopping platform that aligns with your audience (e.g., Instagram Live, TikTok, Facebook, or dedicated platforms like Shopify’s live selling features).
Prepare Your Product Lineupsome text
Highlight bestsellers and exclusive items, ensuring they are visually appealing and in stock.
Create a Script or Flowsome text
Plan the event timeline, including introductions, product demos, promotions, and Q&A sessions.
Promote the Eventsome text
Use email, social media, and paid ads to generate excitement. Include countdowns, teasers, and sneak peeks.
Incentivize Attendancesome text
Offer exclusive discounts, limited-time deals, or freebies for attendees.
Test the Techsome text
Conduct a dry run to ensure camera angles, lighting, sound, and internet connectivity are optimal.
Assemble a Teamsome text
Designate roles such as host, tech support, and moderators for managing live comments and questions.
During the Event:
Start with Energysome text
Kick off with an engaging introduction to grab attention immediately.
Showcase Products Creativelysome text
Use high-quality visuals, live demos, and storytelling to highlight features and benefits.
Engage in Real-Timesome text
Respond to comments, answer questions, and interact with viewers to build rapport.
Create Urgencysome text
Use time-sensitive offers or limited stock warnings to encourage immediate purchases.
Leverage Social Proofsome text
Share customer testimonials, reviews, or live reactions to build trust.
Provide Easy Purchase Optionssome text
Include clickable links or on-screen QR codes for seamless transactions.
Maintain Professionalismsome text
Stay on-brand with your tone and presentation while addressing any technical glitches calmly.
Pro Tips for Success:
Optimize for Mobile Viewers: Ensure everything looks great on a smartphone screen.
Incorporate Influencers: Collaborate with trusted creators to amplify reach.
Highlight Your Brand Personality: Make the experience fun, relatable, and memorable.
Monitor Comments: Address any negative feedback promptly to maintain credibility.
Create FOMO: Show live attendee counts and emphasize exclusive access.
Looking Ahead: The Future of Live Commerce
Live commerce isn’t just a passing trend. It’s a glimpse into the future of how brands will connect with their customers. As technology evolves, we can expect even more immersive experiences—think augmented reality, where consumers can virtually try on products during live streams.
But the heart of live commerce will always be human connection. It’s about turning viewers into participants, customers into advocates, and transactions into relationships. The brands that succeed in live commerce will be those that prioritize connection over conversion.
The Big Question: Why Should You Care?
Because people don’t buy what you do; they buy why you do it. And live commerce gives brands a powerful platform to share their “why” in real-time. It’s not just about selling products; it’s about creating moments that matter. And in 2025 and beyond, moments matter more than ever.
