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Live shopping and Commercial video are exploding, driven by growing consumer interest and the success of global disruptors such as Shein and To do.
These international players dominate their markets with highly engaging and frictionless shopping experiences and have expanded aggressively in the United States, increasing the stakes for domestic brands. This evolution parallels the introduction of TikTok in the United States, where major global brands were slow to recognize the potential of the platform until it became too big to ignore. (And in fact, we saw online shopping sales on the platform increase 40% annually from January to November 2024.) Online shopping could follow a similar trajectory if American retailers don’t act quickly.
Recently consumer survey the data underscores the urgency for action. In the past year, nearly half (45%) of American consumers participated in live shopping events on platforms such as Amazon Live o Poshmark’s Elegant shows. Meanwhile, 61% browsed or purchased through social video channels such as TikTok Shop, Instagram Reels, Facebook Live and YouTube. Just last Black Friday only, TikTok Shop it hit more than $100 million in one-day sales and saw buyers tune into more than 30,000 live sales sessions.
Even with TikTok facing a potential ban in the United States in the new year, brands and sellers cannot afford to ignore the astronomical growth of this shopping format. By 2025, social media platforms will become even more ingrained in the shopping experience. Instagram, TikTok, and YouTube will offer increasingly sophisticated live shopping features, blending entertainment and ecommerce.
From static screens to dynamic flows
Live shopping is more than just a product presentation – it’s about creating memorable and interactive experiences. Rooted in the legacy of QVC and HSN, the format has transitioned into the digital age, where platforms elevate engagement with real-time interaction and seamless buy-in. Today’s version offers personalization and immediacy, trading television screens for smartphones, 800 numbers for “Click Here” buttons, and scripted pitches for more spontaneous and dynamic storytelling.
The appeal of live shopping is growing in all sectors, breaking from its traditional association with fashion and beauty. Men, often overlooked in video commerce, participate at higher rates than expected –48%, compared to 42% for women. In fact, 31% of men find discovering new products to be the most valuable aspect of live shopping. This opens the doors for more brands in electronics, toys and sporting goods to engage customers in ways that build product knowledge and emotional connection. These experiences bring a level of authenticity that static product pages can’t replicate, making live shopping an invaluable tool for creating dynamic industry engagement.
