Inside Live Shopping

Live Shopping isn’t just trending—it’s transforming retail as we know it. Once a niche experiment in China, it’s now a global  phenomenon that’s driving billions in revenue, reshaping how consumers discover and buy products, and setting a new standard for engagement across digital channels.

This report explores how markets in Europe and North America are catching up fast, with case studies revealing jaw- dropping results—like 200% sales increases in under an hour and return rates as low as 1%. It highlights emerging patterns, such as mid-week primetime dominance, the growing preference for Facebook and Instagram over TikTok, and the rise of “Live Shopping Experts” as a legitimate job title.

Live Shopping originated in China and has become a significant component of the country's e-commerce landscape. The concept began gaining traction in 2016 when platforms like Taobao Live, operated by Alibaba, introduced live streaming features that allowed sellers to showcase products in real-time, interact with viewers, and facilitate immediate purchases.

This innovative approach quickly resonated with consumers, blending entertainment with shopping convenience. As of December 2023, around 597 million people have used live commerce in China, accounting for nearly 55% of the total internet users.

Such rapid adoption underscores China's pioneering role in integrating live streaming with e-commerce, setting a model that has inspired similar initiatives worldwide.

Live Shopping, which seamlessly blends real-time streaming with e-commerce, has seen significant global adoption beyond its origins in China.

For example, in the United States, sales from live and social commerce reached an estimated $50 billion in 2023, with platforms like Facebook, Instagram, and YouTube integrating Live Shopping features to cater to this growing trend.

Moreover, projections show that by 2026, revenue from live online shopping is expected to increase by 36%, accounting for over five percent of total e-commerce sales in the US.

In Southeast Asia, countries like Indonesia, Thailand, and Vietnam are witnessing a surge in live commerce activities, driven by the popularity of platforms such as Shopee and Lazada. These platforms offer Live Shopping events that attract large audiences and generate significant sales, combining entertainment with shopping to captivate consumers.

Overall, the global live and social commerce market is flourishing. In 2025, sales through social platforms are projected to make up approximately 17% of total global online sales and are forecasted to reach nearly $700 billion. Even more growth lies ahead, with a projected compound annual growth rate (CAGR) of 32.0% from 2024 to 2030, highlighting its increasing impact on the retaillandscape worldwide.