Do you remember when shopping meant walking through malls, browsing racks, and chatting with sales associates face-to-face? Perhaps you were also there when the digital age started replacing all these experiences with a few clicks on an app. Now, something new is taking hold. People are receiving notifications about their favorite brands going live. They join the streams, watch and listen, and then buy what they want right on the screen. This is livestream shopping, and while similar options have been around for decades, it now has a new face.
As a brand, why must you adapt to this interactive selling channel? Because it is where your potential buyers are. As we step into social commerce in 2025, hesitation is getting left behind.
Livestream shopping (sometimes called live commerce) veers from passive product demos and separate checkout pages. Instead, shoppers chat with hosts and snag items during the livestream itself.
The idea may sound familiar to anyone who shopped through QVC or HSN in the 1980s. This modern version, however, started in China when Alibaba launched Taobao Live in 2016. During a Singles’ Day presale, the app moved $7.5 billion worth of products in the first half-hour alone.
When the COVID-19 pandemic struck, retailers scrambled to find ways to reach customers stuck at home, and livestream shopping emerged as a solution. By 2023, China’s livestream market had swelled to nearly 5 trillion Yuan, representing over 15% of all e-commerce sales.
Western brands, meanwhile, are still catching up. In the United States, livestream sales reached approximately $50 billion in 2023, and analysts predict that live shopping could soon account for more than 5% of all e-commerce transactions in the country.
Who is behind this retail revolution? Gen Z and Millennials, mostly. They actively purchase beauty and fashion items, home goods, electronics, and even automotive products via livestreams. Interactive live selling inspires them, particularly in aspects such as entertainment and community.
Yes, social commerce in 2025 is a significant trend, but that does not mean every livestream event will attract viewers or generate sales. If you want people to actually show up, engage, and make a purchase, you need a solid plan. Here are three must-dos.
Some social platforms are unavailable in certain regions. Instagram Live Shopping, for instance, has been limited to US-based brands. Learn where your target audience is and make sure that you’re there.
TikTok and YouTube are powerhouse platforms, followed closely by Facebook, Instagram, and Amazon Live. Additionally, there are specialized third-party apps that enable you to embed purchasing options directly into videos.
Discover when your target audience is most likely to be online and relaxed enough to tune in. For example, evenings and weekends may be the best times for younger shoppers, when they are free from school or work. Others might prefer weekday afternoons, depending on their schedules.
It’s wise to test different time slots until you find the one that works best for you. You could even ask the public for insights!
Consistency also counts. A predictable streaming schedule helps viewers know when to expect you, just like their favorite TV shows back in the day.
Build anticipation with announcements across your channels, starting at least three weeks before your stream. Consider partnering with influencers to tease behind-the-scenes moments or highlight exclusive discounts.
Countdown posts, sneak peeks, and any other content that sparks curiosity are smart. An early-bird campaign can boost registrations, like rewarding the first 50 who sign up with special perks. This way, you ensure your livestream will gather a crowd on the day.
The first challenge is to get people to join. Next, keep them watching until they click “Buy.” Engagement is everything, and here are three ways to do it:
Livestreaming looks easy from a consumer’s point of view — and it should be, because the goal is to make shopping convenient for them.
For brands, in contrast, livestreams should seamlessly integrate with the e-commerce backend; otherwise, you risk losing sales. Integration means viewers can buy without getting redirected, fumbling with carts, or abandoning halfway.
Think beyond the checkout, too. Integrate your systems, encompassing customer profiles, purchase history, and inventory management. Personalize your recommendations, avoid overselling, and nurture your audience until your next stream.
Are you following livestream shopping trends? And how can you do better next time? Here are six key performance indicators (KPIs) to monitor:
Experts predict that livestream sales could reach $68 billion by 2026. To ensure your brand thrives, it’s essential to stay ahead of the curve in 2025, where social commerce blurs the lines between retail, entertainment, and community.
Your consumers turn to their phones for their wants and needs, proving that the end of the digital age is nowhere in sight. When are you going to move with it if not now?
At Connection Model, we find the evolution of e-commerce exciting. Whenever you’re ready to capitalize on the livestream shopping trends, our team will step in with measurable, ROI-driven digital marketing strategies. Connect with us today!