Live Commerce in 2026: How Real-Time Shopping Is Evolving

We get it. Selling online isn’t just about having a great product anymore. People don’t always buy the “best” thing on the shelf; they buy the one they feel most connected to. Because that’s how we shop now: we see, we like, we trust and then we buy.

But building that trust through static product pages, promo emails, paid ads and social media posts ? It’s getting harder by the day. Shoppers want to see products in action, ask questions in real time, and hear from someone they relate to before they hit “checkout.”

That’s where live commerce flips the script.

Live commerce requires integrating video shopping tools, live chat, and shopping cart platforms to ensure a smooth user experience during live streams. 

Since live streams mostly happen on social media, the line between live commerce and social commerce is getting increasingly blurry. Social network platforms like Facebook and TikTok now offer Facebook Live and TikTok Live, making it easy for e-commerce businesses to reach viewers through live streams. But it all started with Taobao Live. 

Read on to learn about how it started, what its benefits are, and how you can create live commerce campaigns for your brand.

How live commerce evolved from TV shopping to a $35 billion market

Before we started talking about livestream shopping and TikTok sales, there was teleshopping. Remember QVC and HSN? Viewers tuned in to watch enthusiastic hosts demo products live on TV, and many would pick up the phone and order on the spot. That mix of entertainment, storytelling, and instant buying power was the earliest version of what we now call live commerce.

Fast forward a few decades, and the same idea has been reimagined for the social media era. Instead of television studios, brands go live from their phones. Instead of passive viewers, they’re talking to real customers who can ask questions, drop comments, and buy with a single click — all without leaving the stream.

The modern version of live commerce really took off in 2016, when Alibaba launched Taobao Live, combining livestreaming with e-commerce in a way no one had done before. It changed everything.

The Chinese retail giant Alibaba introduced livestreaming e-commerce with Taobao Live in 2016. They combined an online livestream broadcast with an e-commerce store to let users watch the stream and shop simultaneously.

Since then, live commerce has become a vital part of sales campaigns in China, especially during Singles’ Day, one of the country’s biggest shopping events. In 2020, Taobao Live hit $7.5 billion in transactions within the first 30 minutes of the Singles’ Day presales campaign going live – a 400% jump from the previous year.

Western brands and retailers jumped on the live commerce trend, too. Early adopters included German beauty retailers Douglas, Tommy Hilfiger, and Walmart. 

• Douglas saw a 40% boost in conversion rates after hosting live streams and influencer-led workshops. 
• Tommy Hilfiger’s live stream in China attracted 14 million viewers and sold 1,300 hoodies in just two minutes. 
• Walmart’s live-streamed fashion event attracted seven times more viewers than usual and grew its TikTok followers by 25%.

The live-stream shopping market in the U.S. is expected to hit $35 billion by 2024. Meanwhile, the European live commerce market is growing at a rapid CAGR of 26.8%, with luxury and fashion brands using live streaming to offer exclusive previews, product launches, and behind-the-scenes content. The Asia-Pacific region led the live commerce platform market share in 2023, grabbing over 40% of the total revenue.

Why live commerce matters for e-commerce in 2026

Live commernce is a response to how people actually shop now. Short-form video has reshaped attention spans. Social algorithms prioritize interaction over promotion. And with paid ads and acquisition costs higher than ever, every product page now has to work harder, capturing attention, sparking interaction, and guiding shoppers toward a purchase.

Live commerce transforms your storefront into a two-way conversation: one that fosters trust, shortens the path to purchase, and drives conversions in real-time.

For marketers, the value goes beyond revenue. It’s a chance to collect real-time feedback, test messaging, launch products with instant validation, and create moments that social algorithms love to amplify. And with live shopping projected to account for  10% to 20%  of all e-commerce sales by 2026, it’s quickly moving from “nice-to-have” to “non-negotiable.”

For customers, they see products in action, ask questions in real time, get personalized recommendations, and become more confident in their purchase decisions. Add in the excitement of limited-time deals and exclusive offers, and you’ve got a recipe for higher engagement, trust, and repeat business.

What are the major types of live commerce?

E-commerce marketers use four types of live commerce, including: 

1. Online marketplace

Online marketplaces like Alibaba, eBay, and Amazon integrate live video shopping into their e-commerce platforms by making it part of their marketplace experience. This integration makes it easy for sellers to reach more customers and showcase their products. 

For example, Amazon Live Commerce lets sellers and influencers host live streams to show off product features. The purchase options right next to the video make shopping easier for customers. 

2. Tutorials 

B2C e-commerce brands, especially in beauty and skin care, use live product demos to show customers how to use products and cross-sell related items. These tutorials add value to the viewer’s time by sharing valuable tips and tricks. 

3. Live events 

Live events and FAQs are another way businesses use live streaming commerce to spread the word about their products and build awareness. These video broadcasts let brands answer customer questions directly, which helps boost brand recall. Businesses can also use live events to launch new products and offer training sessions or workshops. 

4. Live auction 

Live auctions are a popular live commerce format in which viewers can participate in real-time bidding while enjoying the convenience of online shopping. Hosts showcase products during a live stream, and customers can ask questions before bidding.

How to run a live commerce campaign for your brand in 8 steps 

Launching a live commerce campaign isn’t just about hitting “Go Live.” The most successful brands treat it like a well-planned event, blending storytelling, interactivity, and seamless shopping to move customers from curiosity to checkout in real time. Here’s how to do it right:

1. Define your goal before you go live

Every decision, from content style to platform choice, depends on why you’re running the campaign. Are you:

• Launching a new product?
• Driving sales for a specific collection?
• Testing live video as part of your omnichannel strategy?
• Clarity here ensures your messaging, KPIs, and success metrics align with business outcomes.

2. Choose the platform that matches your audience

Not all live commerce happens in the same place:

• Social platforms (TikTok, Instagram): Best for reach, discovery, and impulse buying.
• Marketplace platforms (Amazon Live, Taobao): Great for high-intent audiences ready to purchase.
• On-site streaming: Offers full control of branding and checkout experience.

If you’re starting out, go where your audience already spends time and then experiment with other formats as you scale.

Before you launch, check out G2’s live commerce software category, where you can evaluate leading platforms based on features, pricing, and verified user feedback to choose the right fit for your campaign.

3. Treat your stream like a show, not a sales pitch

The most effective live commerce campaigns are structured and dynamic. Plan your content in segments like product reveals, demos, Q&A, behind-the-scenes moments, and exclusive offers.

4. Pick a host who can connect, not just present

Your host is the face of the experience and often the difference between viewers tuning out or sticking around. They should be confident, personable, and able to improvise as questions and comments come in. The goal isn’t to read a script; it’s to make the audience feel like they’re part of a real conversation.

Influencers can be a powerful choice here. Their built-in credibility and existing audience trust can dramatically boost visibility and engagement, especially for brand awareness campaigns or new product launches. But they’re not the only option. Internal team members, product experts, or charismatic brand ambassadors can be just as effective if they know the product inside-out and can connect authentically with viewers.

5. Build anticipation before you go live

A successful campaign starts long before showtime. Here’s how to do it effectively:

• Start promoting 1–2 weeks ahead: Announce the event date and theme early across email, social, and your website. Make the value clear — what will they learn, see, or get by joining live?
• Use teasers and countdowns: Drip out short product previews, behind-the-scenes clips, or hints about exclusive offers. A countdown series on social or in email keeps the event top of mind.
• Create exclusivity: Position the livestream as something they don’t want to miss — like limited-edition product drops, first access to a launch, or a Q&A with an influencer.
• Incentivize attendance: Offer perks for those who RSVP or attend live, such as early-bird discounts, giveaway entries, or loyalty points.

This pre-launch buzz not only drives viewership but also signals urgency and primes your audience to buy before the event even starts.

6. Prioritize interaction during the stream

Engagement is what sets live commerce apart from traditional e-commerce. Prompt viewers to:

• Ask questions you can answer in real time
• Vote in polls or surveys
• React to demos and share feedback

Every interaction deepens trust and keeps people watching. Layer in time-sensitive offers or “live-only” bundles to turn attention into action.

7. Make buying frictionless

Even the most engaging livestream can lose sales if the buying process is slow or complicated. In live commerce, every extra click is a chance for viewers to drop off, so your goal is to make purchasing feel like a natural part of the experience, not a separate step. Here’s how to do it:

• Use built-in shoppable tools: Most major live commerce platforms (like TikTok Shop, Amazon Live, or Shopify’s video integrations) allow viewers to buy directly without leaving the stream. Take advantage of these features from the start.
• Embed product links and CTAs: Keep purchase options visible throughout the event. Use pinned links, clickable overlays, or “Buy Now” buttons that appear the moment a product is featured.
• Highlight limited offers in real time: If a discount or bundle is available only during the live, make that clear on-screen and link directly to checkout. Urgency + convenience is a powerful conversion combo.
• Test the flow in advance: Run through the purchase process from a viewer’s perspective, on desktop and mobile, to ensure there are no slow load times, extra forms, or unnecessary steps.

When buying is effortless, the moment of interest becomes the moment of purchase and that’s where live commerce delivers its biggest ROI.

8. Extend the value after the event

Your live stream doesn’t end when the camera turns off. Repurpose clips into ads, social posts, or email content. Follow up with attendees using personalized recommendations or exclusive offers.

Review performance data. Look for watch time, drop-off points, and conversion spikes to refine future campaigns.

What are some examples of live commerce by real brands? 

Let’s look at real-life examples of brands taking live commerce to the next level. 

Nordstrom 

The popular American luxury department store chain has a dedicated live shopping channel to host shopping events like Spring beauty trends and dressing for special occasions. 

Source: Nordstrom

Using a dynamic format like live video shopping allows Nordstrom to offer customers an interactive experience and allow them to shop for products at the same time.

Samsung 

The South Korean appliance and consumer electronics company uses live commerce apps to deliver live and recorded shopping experiences. 

Source: Samsung

Their live shopping platform keeps you in the loop with upcoming live stream schedules, exclusive events, and great deals. Plus, you can chat with the host through a chat bar—just like talking to a shopkeeper in a physical store.

Kiehl's 

This American cosmetics retailer hosts virtual events where skin specialists share tips, tricks, and product recommendations with the audience.

Source: Kiehl’s

Having skin experts host their live streams helps build trust with their audience. Plus, each stream highlights featured products with discounts, making it perfect for customers to make impulse purchases.

What are the benefits of live commerce for brands?

Adopting live commerce allows brands, retailers, and e-commerce companies to gain a competitive edge. Here’s how:

Improve conversion rates 

Live shopping events are entertaining and interactive, so your customers stick around longer. The longer they watch, the faster you can move them from being aware of your product to buying it. Use time-limited tactics like exclusive discounts or one-time coupons, which can push customers to impulse buying. 

Some companies using live commerce have seen conversion rates up to ten times higher than regular online shopping. 

Increase brand awareness and appeal 

Brands adding live commerce to their omnichannel strategy can quickly grab the attention of Millennials and Gen Z. These younger shoppers love innovative, interactive shopping formats—especially when they get advice or see products from trusted influencers. 

Plus, live streaming brings a sense of community, where they can watch, comment, and shop together in real time. These factors can help your brand stand out and attract new customers. 

Boost engagement and loyalty 

Live video shopping lets your customers see more than just a product—they get the story behind it, live demos, and even testimonials from other buyers. They can also ask questions, making it a two-way conversation that builds trust and keeps them returning.

Get market insights 

Livestreams are a goldmine for audience insights – you can learn a lot from your customers’ comments, reactions, and questions. Plus, you can answer questions on the spot, helping them feel more confident about their purchases.

What's the difference between live commerce vs. social commerce?

Live commerce uses live streaming apps to offer real-time interactive shopping, while social commerce involves selling directly on social media platforms without live interaction.

Live commerce relies on live video streams to let customers interact with hosts and influencers, ask questions, and make purchases. The real-time connection is vital: it gets viewers involved, helps them learn about product benefits, and addresses doubts instantly. 

This kind of interaction builds trust between the brand and the customer. Live commerce boosts conversion rates with flash sales, exclusive discounts, and limited-time offers.

Social commerce uses ads, posts, or in-app stores on social media to promote and sell products. It builds trust through reviews and user-generated content. What sets social commerce apart from live commerce is its ability to create a virtual word-of-mouth effect, where users share their experiences and recommend products to their network.

What are some best practices for creating live commerce campaigns? 

The following best practices go beyond the basics to help you design campaigns that keep viewers hooked, drive conversions, and build lasting customer loyalty.

• Design the stream around a narrative arc. Instead of a random product lineup, structure the event with a clear beginning, middle, and end — building anticipation, revealing value, and finishing with an irresistible offer.
• Use audience data to personalize in real time. If you notice a surge of questions around one product category, pivot your content on the spot. Personalizing the flow based on live reactions can significantly boost conversions.
• Create “micro-moments” of conversion. Don’t rely on one big CTA at the end. Instead, build multiple, smaller calls to action throughout — like mini-flash sales, bundle offers, or timed giveaways.
• Leverage social proof live. Feature user-generated content, live testimonials, or on-screen shoutouts to viewers who just purchased. This taps into FOMO and reinforces trust as the event unfolds.
• Cross-promote during the event. Recommend complementary products on the fly. For example, “If you’re buying this serum, pair it with our new moisturizer.” It’s one of the easiest ways to lift average order value.
• Use “VIP moments” to reward engagement. Offer exclusive perks to viewers who stay until the end, like early access to a future drop or a special discount code to improve retention and repeat attendance.
• Gamify the experience. Integrate quizzes, challenges, or spin-the-wheel rewards to keep energy high and give viewers a reason to stay beyond just the products.
• Run A/B tests across streams. Experiment with different show lengths, formats, or hosting styles. Over time, you’ll discover what drives the highest conversions for your audience.
• Collaborate with complementary brands. Co-host a stream with a brand in an adjacent category to reach a new audience and share credibility — like a skincare label partnering with a beauty tool company.

What are some key live commerce trends for 2026? 

The live commerce landscape continues to evolve, and staying ahead of these trends will help you maximize your campaigns:

• Gamification: Many e-commerce businesses already use live videos with augmented reality (AR) and virtual reality (VR) to help customers with virtual try-ons and immersive product demos. For example, Ikea lets users design homes with AR. This trend will continue to grow as customers will want more try-before-you-buy experiences. 
• AI-generated hosts and video content: Generative AI is reshaping the way brands approach live commerce. Expect to see AI-generated hosts delivering product demos, answering FAQs in real time, or even personalizing offers for different viewer segments simultaneously. These virtual presenters reduce production costs, scale campaigns globally, and keep audiences engaged 24/7, even when your human team isn’t online.
• Blockchain: Live e-commerce will also adopt blockchain, non-fungible tokens (NFTs), and cryptocurrency to let users buy and sell virtual products in addition to physical goods. 
• One-on-one live video shopping: Online shoppers will often want one-on-one video calls, especially for big purchases like luxury items. If you’re also considering this, offer live video calls at the right moment. Use pop-ups to let visitors know what to expect during the call.

Frequently asked questions about live commerce

Q. Why is live commerce so popular in China?

China embraced live selling early with platforms like Taobao Live, where influencer-led streams, interactive shopping, and built-in checkout made it a mainstream e-commerce channel. Cultural factors also play a role: Chinese consumers value interactive, influencer-led shopping experiences, and brands have embraced live selling as a mainstream sales channel. As a result, China now accounts for the majority of global live commerce revenue and regularly drives billions in sales during events like Singles’ Day.

Q. Which platform is best for live selling?

It depends on your goals: TikTok Live and Instagram Live are best for reach and engagement, Amazon Live and Taobao Live for conversions. On-site tools offer more control. Check G2’s live commerce category to compare options.

Q. What is the difference between social commerce and live commerce?

Social commerce is selling products directly on social media platforms, o ften through posts, ads, or in-app stores, without necessarily involving real-time interaction.

Live commerce, on the other hand, is interactive and event-driven. It uses livestreaming to connect with shoppers in real time, demonstrate products, answer questions, and create urgency with time-sensitive deals.

Q. How is live shopping different from QVC?

QVC and other traditional teleshopping networks were early versions of live commerce but lacked real-time viewer interaction. Live commerce builds on that model by adding two-way communication, instant feedback, and integrated checkout, turning a one-way broadcast into a conversation that feels more social, personalized, and engaging.

Q. What products sell well on live shopping?

Beauty, fashion, consumer electronics, home goods, and luxury products perform best because they benefit from demos and real-time explanations.

Q. Is live selling worth it?

Yes. Live commerce boosts engagement, builds trust, and increases conversions and it’s expected to account for 10–20% of all e-commerce sales by 2026.

Turn on the lights and hit the record button 

Live commerce might be the perfect strategy this year if you’re struggling to create urgency, boost engagement, or build customer trust. Live video commerce lets you connect with customers in real time and makes shopping fun for them. 

You can increase conversions with discounts, freebies, and limited-time deals while easily cross-selling complementary products. Plus, it’s a great way to learn about your customers’ concerns as they ask questions and share feedback.

Thinking about hosting influencers in your live sessions? Learn how influencer marketing works and how to get started.

Edited by Monishka Agrawal

This article was published in 2024 and has been updated with new information.