In a way, live shopping — a host on screen, holding up products during a limited time only sale — seems reminiscent of an analog past, when drowsy shoppers would lounge on the couch, flicking between QVC and HSN.
But now, thanks in part to influencers who have forged an intimate connection with their fanbase, live shopping has become big business. In China, it’s “transformed the way people buy and sell.” Yet, in the West, adoption has been slower—until now. With live shopping app Whatnot reaching a staggering $5 billion valuation and major players like TikTok, Amazon, and Walmart investing heavily in the space, it’s clear that live shopping isn’t just a trend—it’s a retail transformation. Gary Vaynerchuk, CEO of VaynerMedia and marketing expert, has predicted that live shopping on social media has the potential to disrupt multiple industries.
How Is Live Shopping Different Than Targeted Advertising?
Live shopping rose to prominence during the COVID-19 pandemic, often with influencers taking advantage of the moment to improvise and sell their own lines or hosting DIY sales from their own closets or homes. The trend took off in China at that time, as brands partnered with influencers for high-tech, fully staged live shopping shows. Today, brands are becoming a trusted partner and producer in live shopping events, turning these moments into a key part of the marketing funnel.
Unlike a static shopping interface, live shopping blends entertainment, real-time engagement, and e-commerce into a single experience. Instead of browsing static product pages on their own time, consumers can engage in live shopping, which allows for:
- Real-time interaction – Shoppers can ask questions, get live demonstrations, and see products in action before making a purchase.
- Entertainment value – Engaging hosts, dynamic content, flash sales and gamification, such as quizzes or flash deals based on a certain behavior, are all ways to keep consumers hooked.
- AI-driven personalization – Platforms like Shein and Temu use AI to tailor recommendations, offering a highly personalized shopping experience.
The TikTok Effect: Bridging East and West
While live shopping in the US has yet to reach China’s scale, TikTok has played a pivotal role in its growing adoption. The platform has helped introduce live shopping to Western audiences, though the trending format is expanding beyond social media-exclusive spaces. Retailers and brands are integrating live shopping into their own ecosystems, leveraging influencers, interactive features, and exclusive drops on their owned and operated platforms to drive sales.
Live Shopping Success Stories
1. Walmart Live
Walmart has pioneered shoppable livestreams across TikTok, YouTube, and its own app. By focusing on niche audiences—beauty enthusiasts, tech lovers, and fashion shoppers—the retail giant has driven targeted engagement and increased conversions. Not only does Walmart Live partner with trusted influencers, but they also collaborate with legendary talent, like Dolly Parton, for marquee shopping events.
2. Amazon Live
Amazon has seamlessly integrated live shopping into its ecosystem, particularly around major events like Prime Day. By using trusted creators and brand ambassadors, including A-listers like Jennifer Hudson and Martha Stewart to demo products in real time, Amazon has turned shopping into a tune-in event.
3. L’Oréal
L’Oréal has found success with tutorial-based live shopping, using AR try-ons and interactive demos to educate and convert consumers. For example, L’Oreal surpassed $1 million in sales on TikTok Shop’s Super Brand Day in the UK, surpassing expectations, and has also rolled out live shopping experiences throughout the globe. Hyper focusing on local markets can also be key for brands to optimize engagement, capitalize on cultural touchstones or moments, and utilize influencers with a large regional following.
Considerations for Brands Exploring Live Shopping
Brands looking to enter the live shopping space can consider the following strategies:
- Find the right platform: TikTok, Instagram, and YouTube Live offer built-in audiences, while brands can also host events on their own platforms. High-touch, immersive content is great for industries like beauty, fashion, cookware, and home goods, where demos and try-ons can help consumers fully understand the item.
- Create event-driven moments: Limited-time deals, exclusive drops, and flash sales create urgency and drive immediate purchases.
- Maximize interactivity: Live Q&As, polls, and real-time reactions turn passive viewers into active participants.
- Leverage influencers: Partnering with trusted creators adds credibility and boosts conversion rates, particularly with micro-influencers who have highly engaged audiences and who excel at playing host and brand ambassador.
- Repurpose live content: Brands can save and repackage livestreams for on-demand viewing, social media cuts, and subscriber content to extend reach and engagement beyond the live event.
The Future of Live Shopping
As AI and e-commerce technology continue to evolve, live shopping is poised to become a core component of the retail experience. The brands that embrace this shift—combining real-time engagement with interactive, high-quality content—will be the ones that not only stay relevant but thrive in the new era of digital commerce.
Creative Circle helps brands navigate this shift, connecting them with top-tier talent to build immersive commerce experiences or consult on the appropriate strategy. From social media optimization and video production to interactive content design and platform efficiencies, Creative Circle’s network of creative professionals ensures brands have the expertise to stay ahead in an evolving e-commerce landscape.
Looking for the talent who can help you execute a live shopping strategy? Businesses diving into live shopping opportunities are incorporating these roles to power their project teams:
- Producer: Manages the technical aspects of the live stream, including camera work, lighting, and sound, ensuring a smooth and professional broadcast.
- Content Creator: Develops the script, talking points, and visual content for the live event, ensuring the presentation is engaging and informative.
- Social Media Manager: Promotes the live shopping event across various social media platforms, engages with the audience before, during, and after the event, and monitors feedback.
- E-commerce Manager: Oversees the integration of the live shopping platform with the brand’s e-commerce site, ensuring a seamless shopping experience for viewers.
- Marketing and Data Analyst: Tracks and analyzes metrics from the live shopping event to measure success and identify areas for improvement.
- Marketing Strategist: Develops and implements marketing strategies to maximize reach and engagement for the live shopping event
Creative Circle has a network of over 1 million creative and marketing experts who can help operationalize online retail shopping experiences for your brand. Let’s get started.
About the Author: Anna Davies is a Creative Circle freelancer who specializes in personal finance, investing, fintech, and startups. She has worked with WeWork, Happy Money, and Haven Life —plus Fortune 500 companies such as Goldman Sachs, American Express, Citi, and Chase. Davies has also collaborated and ghostwritten for multiple New York Times bestsellers.
