Despite TikTok’s rapid rise in Live Shopping, Facebook and Instagram remain powerful platforms for brands looking to engage and convert shoppers. Meta's combined audience of nearly 3.5 billion users far surpasses TikTok’s nearly 2 billion, offering a broader reach across multiple demographics. While TikTok’s younger audience (41% under 24) drives impulse purchases, Facebook and Instagram cater to a wider age range with higher purchasing power, leading to a checkout rate of up to 60% on Sprii (compared to TikTok Shop’s 0.5%).

From a time and effort perspective, Meta also demands less commitment. Successful brands stream for just one hour per week versus TikTok’s four or more hours daily. Longer average view times (20-30 minutes vs. TikTok’s 15-20 seconds) suggest that Facebook and Instagram audiences are more engaged, making them prime platforms for brand storytelling and community building.

Lastly, Meta’s fewer restrictions, greater customization, and lower commission rates (6-8% on TikTok) allow brands to control their messaging, branding, and profitability more effectively. With these advantages, Instagram and Facebook remain essential channels for Live Shopping, particularly for brands seeking sustainable growth and long-term customer relationships.

As British consumers continue to embrace this interactive form of shopping, retailers are increasingly integrating live commerce into their strategies to meet evolving consumer preferences and stay competitivein the digital age.