Live Shopping is gaining momentum in the Nordic countries, reflecting a broader shift towards interactive and engaging e-commerce experiences. In 2022, approximately one-third of online shoppers in the Nordics purchased products via social platforms . This trend indicates a growing consumer comfort with interactive and social forms of online shopping, creating a conducive environment for Live Shopping initiatives.

As consumers become more accustomed to interactive and real-time online shopping experiences, retailers have the opportunity to leverage live streaming platforms to enhance customer engagement and drive sales. The existing comfort with social commerce indicates a readiness to embrace Live Shopping as a natural progression in the digital retail evolution.