Somewhere between TikTok scrolls and Shopify carts, a new commerce experience is gaining momentum: live shopping. Equal parts entertainment and eCommerce, it’s turning product discovery into a two-way street—and giving D2C brands a compelling new way to connect.
But here’s the thing: this isn’t just a passing trend. It's a burgeoning commerce frontier, brimming with growth and innovation potential, ready to be explored and harnessed by forward-thinking brands.
Live shopping reshapes how brands build trust, spark loyalty, and convert customers in real-time. It's a proven strategy, and as more D2C leaders prioritize retention, personalization, and authenticity, this channel becomes more challenging to ignore.
Let’s break down why live shopping is catching fire—and what it means for merchants and eCommerce marketers.
At its core, live shopping blends real-time video content with instant purchasing. Think product demos hosted by founders, influencers fielding questions on the fly, or curated brand drops streamed like a runway show. All while viewers can click “buy now” without leaving the screen.
This digital-first version of QVC has exploded in China and is gaining serious ground in Western markets. Forbes reports that livestream shopping sales in the U.S. reached $50 billion in 2023 and will grow by 36% by 2026. TikTok Shop, Amazon Live, and Shopify’s integration with platforms like TalkShopLive are all signs that the infrastructure is ready and the audience is warming up.
For brands, this presents a new frontier in experience-driven eCommerce marketing.
Some of the most innovative D2C brands aren’t just dabbling in live shopping—they’re using it to deepen loyalty and build community, setting a powerful example for others to follow.
🧴 Glossier piloted live shopping through YouTube and its site, pairing product drops with makeup tutorials and behind-the-scenes content. As reported on Glossy, Glossier tapped into YouTube’s new shopping features for the Beauty Festival. Its new No. 1 eyeliner pencil was available exclusively through livestream shopping during the festival and YouTube Shorts. Ahead of time, it seeded the eyeliner to 100 influencers.
👄 Blume, a Gen Z-skewing skincare brand, used a live holiday celebration with co-founder Bunny to demystify ingredients, lean into transparency, and build trust. They offered exclusive deals, a gift with purchase, and over $500 in giveaways. But their approach wasn’t sales-y—it was educational, providing valuable insights and information. And it drove stronger engagement and higher repeat rates.
🎖️ Born Primitive, an activewear brand uses Facebook Live for limited edition launches. With a loyal, niche audience, they’ve seen success blending scarcity with real-time hype. Read their story.
What do these examples have in common? They’re not chasing a trend. They’re using live shopping to deepen loyalty—not a shortcut to quick sales. These brands understand that live shopping isn’t a bolt-on tactic. It’s a platform for connection.
As Shopify notes, live shopping isn’t just about selling products—it’s about telling stories that stick—creating a unique and engaging experience for both the brand and the consumer.
Charismatic hosts (often founders or influencers) humanize products. Shoppers ask questions, give feedback, and become part of the moment. Scarcity and urgency drive instant action. And viewers don’t just watch—they participate_._
This format taps into consumer psychology. McKinsey calls it a “digital theater” where limited-time offers, exclusive deals, and interactive moments trigger FOMO and increase conversion rates.
Influencer Impact: Influencers bring loyal audiences to the live shopping platform, substantially increasing visibility and potential sales. As the BBC and Firework report, viewers are far more likely to engage with hosts they already follow and trust.
- Trust Factor: With inherently strong, trusted relationships with their followers, influencers' endorsements often translate into heightened consumer confidence in the products featured.
- Broader Reach: Strategic partnerships with influencers expose the brand to fresh, new audiences who trust the influencer's recommendations and insights.
The psychological appeal of live shopping is powerful and undeniable, tapping into consumer psychology by creating urgency and offering deeply immersive experiences. At its core, live commerce plays on one of the most primal emotional triggers: the fear of missing out. The time-sensitive nature of these events, paired with exclusive product drops or limited-time discounts, activates the brain’s reward center. When viewers feel they’re getting early access or VIP treatment, they’re not just shopping—they’re participating in something that feels rare and fleeting. That urgency has a measurable impact on conversions, especially when layered with real-time social proof like live chat or visible purchase counters.
But live shopping doesn’t just drive urgency—it satisfies a growing demand for experiential retail. Unlike static product pages or polished ads, live events are unpredictable and personal. The unscripted, real-time nature of livestreams taps into a voyeuristic curiosity that traditional eCommerce lacks. Consumers get to watch real people interact with products, ask honest questions, and react candidly. This rawness builds trust in a way even the slickest UX design services can’t replicate alone. Its performance meets transparency, and shoppers eat it up, especially younger audiences who prize authenticity over perfection.
Finally, live shopping appeals to consumers’ desire for connection. With digital fatigue at an all-time high, the communal nature of these events offers a refreshing sense of presence. Whether interacting directly with a founder or seeing other viewers chime in with reactions, these moments feel alive—more like a concert than a checkout. For brands working with a conversion optimization agency or email marketing specialists, these live touchpoints become the fuel for deeper funnel engagement later on. The emotional resonance of live shopping doesn’t end when the livestream does—it carries forward into brand loyalty, repeat purchases, and a more humanized customer journey.
Let’s be honest: D2C brands are in a retention economy. CACs are climbing. Algorithms are shifting. Margins are tighter than ever. So, every channel you invest in needs to drive meaningful acquisition or build high-LTV relationships.
Live shopping can do both—but only when it aligns with your brand DNA and customer’s mindset. That’s the catch. It’s not a plug-and-play channel for everyone. Potential challenges include technical issues, audience engagement, and the need for compelling content. For instance, technical problems such as poor internet connection or equipment failure can disrupt the live stream. Audience engagement can be challenging if the content is not engaging or the host cannot interact effectively with the viewers. The need for compelling content is also crucial, as an uninteresting live stream can turn off potential customers. The good news? You can overcome these challenges with careful planning and a deep understanding of your brand and audience.
But let’s be honest: not every customer wants to tune into a livestream - and that’s okay. Some prefer to read a few reviews, hit checkout, and move on with their day. And not every brand has the kind of story or product that translates well to a camera. When live shopping feels forced or overly produced, audiences sense it. Engagement drops. Trust erodes.
You may want to ask yourself not just “Can we do this?” but “Should we?” Because live shopping isn’t a content calendar item—it’s a performance. And like any performance, it only works when it’s true to the character of your brand.
For some, that might mean skipping the stream entirely. For others, it means redesigning the live experience to feel more like a group chat and less like a sales pitch. Either way, success starts with a clear POV—and the courage to do what actually fits.
Brands thinking about live shopping need to ask more complex questions:
- Do we have a story worth showing up live for?
- Can we deliver real value—entertainment, education, or access?
- Are our customers the type to engage in this format, or would they instead read reviews and checkout quietly?
Simply put, taking on live shopping isn’t a “build it and they’ll come” moment. You need content chops, a point of view, and someone on-camera who knows how to connect—not just sell. It's also essential to have a clear set of KPIs to measure the success of your live shopping event. These could include conversion rates, engagement levels, and customer feedback.
👉🏽 For deeper insights on other scaling strategies, our post on staying competitive is a must-read.
Crafting engaging live shopping sessions mandates meticulous planning and precise execution. Here are some cornerstone best practices:
- Preparation: Make sure the host is thoroughly prepared and familiar with the products being showcased, and handle all technical aspects—from mastering the streaming platform to understanding the product details—before going live.
- Engagement: It’s crucial to employ interactive elements like Q&A segments and live polls to keep viewers actively engaged throughout the session.
- Follow-up: After the event, it's crucial to maintain the connection with participants through personalized follow-up offers or thank-you emails, further nurturing the relationship.
Implementing these practices can lead to highly successful outcomes, as evidenced by numerous brands thriving in the competitive eCommerce space. The effectiveness of live shopping sessions in driving sales and consumer engagement is well-documented in Fireworks's statistics. 👇🏽
73% of consumers are likelier to purchase after watching a live shopping event.
47% of viewers make impulse purchases during live sessions, driven by real-time product demonstrations. This strategy mirrors the tactics used in flash sales with great success, as explored in detail by McKinsey.
FOMO is a strong driver, with limited-time offers during live events prompting quick decision-making.
Livestream hosts often use persuasive tactics to encourage viewers to act fast, increasing conversion rates.
82% of consumers report enjoying interacting with live hosts during shopping events, adding a personal touch to the experience.
88% say live shopping helps them discover new products they wouldn’t have otherwise found.
71% of viewers trust product recommendations from live stream hosts more than traditional online reviews, boosting sales.
Live interaction and video commerce foster brand and consumer connections, building long-term trust.
- 67% of consumers feel a sense of belonging and community during live shopping events.
- Social features like polls, quizzes, and giveaways increase engagement and make the shopping experience more fun.
- Live shopping helps brands foster loyalty, as viewers feel more connected to the brand and its community of shoppers.
It’s tempting to chase the hype. But the real question isn’t whether live shopping is here to stay—it’s whether it’s right for your brand, your audience, and your goals.
Done right, live commerce can unlock something rare in eCommerce: a human moment. It’s where performance meets purchase, trust gets built in real time, and community and commerce blur in the best ways. But here’s the truth—livestreaming isn’t a silver bullet. It’s a strategy. And like any strategy, it demands a clear purpose, a compelling narrative, and a customer base that wants to show up for the experience.
Live shopping works best when earned, not just added. That means starting with your audience’s expectations, designing for emotional connection (not just conversion), and building something worth tuning in.
The brands that get this right? They won’t just win during the stream. They’ll win when it’s time for the second purchase. And the third. And the one after that.