How Real-Time Shopping Is Evolving

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.

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.

What are the major types of live commerce?

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

1. Online marketplace

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. 

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. 

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

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:

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.