How US Brands Can Keep Up With the Live Commerce Gold Rush

Live shopping and video commerce are exploding, driven by growing consumer interest and the success of global disruptors like Shein and Temu.

These international players dominate their markets with highly engaging, frictionless shopping experiences and have expanded aggressively into the U.S., raising the stakes for domestic brands. This evolution parallels the introduction of TikTok in the U.S., where major global brands were slow to recognize the platform’s potential until it became too big to ignore. (And in fact, we saw live shopping sales on the platform increase 40% year over year from January to November 2024.) Live shopping could follow a similar trajectory if U.S. retailers don’t act fast.

Recent consumer survey data underscores the urgency for action. In the past year, nearly half (45%) of U.S. consumers participated in live shopping events on platforms like Amazon Live or Poshmark’s Posh Shows. Meanwhile, 61% browsed or purchased through social video channels such as TikTok Shop, Instagram Reels, Facebook Live, and YouTube. Just this past Black Friday alone, TikTok Shop hit over $100 million in single day sales and saw shoppers tuned into over 30,000 live-selling sessions.

Even with TikTok facing a potential ban in the U.S. in the new year, brands and retailers cannot afford to ignore the astronomical growth of this shopping format. By 2025, social media platforms will become even more ingrained in the shopping experience. Instagram, TikTok, and YouTube will offer increasingly sophisticated live shopping features, blending entertainment and ecommerce. 

From static screens to dynamic streams 

Live shopping is more than just a product pitch—it’s about creating memorable, interactive experiences. Rooted in the legacy of QVC and HSN, the format has transitioned to the digital age, where platforms elevate engagement with real-time interaction and seamless purchasing. Today’s version delivers personalization and immediacy, swapping television screens for smartphones, 800 numbers for “Click Here” buttons, and scripted pitches for more spontaneous, dynamic storytelling. 

The appeal of live shopping is growing across sectors, breaking from its traditional association with fashion and beauty. Men, often overlooked in video commerce, participate at higher-than-expected rates—48%, compared to 42% for women. In fact, 31% of men find discovering new products to be the most valuable aspect of live shopping. This opens doors for more brands in electronics, gaming, and sports merchandise to engage customers in ways that build product knowledge and emotional connection. These experiences bring a level of authenticity that static product pages can’t replicate, making live shopping an invaluable tool for creating dynamic engagement across industries. 

Holiday shopping and promotional events like Black Friday are natural opportunities to amplify a live shopping session. 38% of consumers said they aren’t sure if their favorite brands offer video commerce or live shopping, highlighting a gap that brands need to fill when it comes to awareness. Brand anniversaries and product milestones offer similar potential, wrapping commerce in nostalgia or exclusivity, tapping into consumer emotions while presenting products in a fresh, exciting light. 

To successfully leverage this trend during the holiday season and into the new year, brands should explore the following strategies.

Gamification 

Shein and Temu demonstrate how gamification (and FOMO) during live shopping events can boost engagement and loyalty. These platforms use interactive features like spin-to-win promotions, blowout sales exclusive to live sessions, rewards, and challenges that create urgency and exclusivity. By offering limited-time offers or discounts during live events, they maintain high consumer attention, ensuring repeat visits. This strategy not only helps brands differentiate themselves but also fosters long-term loyalty. 

Leveraging AI 

When considering a live shopping platform, it’s worth factoring in technology and platform integrations that can automate key processes and maintain a personal touch. AI-powered chat functions can provide instant support, quickly respond to frequently asked questions, and offer personalized recommendations.

WhatsApp, which is already widely used across the globe for targeted customer messages, can be a game-changer in continuing engagement after live shopping events or recovering abandoned carts. These strategies enable businesses to focus on targeting specific customer profiles and achieving conversion goals while minimizing the need for post-event follow-up queries and costly infrastructure investments. 

Building consumer trust with influencers 

By leveraging trusted voices with strong audience connections, brands can drive meaningful engagement in live shopping. The right influencer can build credibility, fostering real-time interactions that outperform traditional ads. Their product demos, tailored content, and Q&A sessions simplify purchasing decisions, while microinfluencers excel at connecting with niche communities, blending expertise with relatability. This fosters deeper relationships and empowers consumers with the insights needed to make confident, informed purchases. 

A permanent shift in ecommerce 

Live shopping is not just a trend; it’s a transformative shift in consumer behavior. Today’s shoppers crave authentic, unscripted experiences—much like the long-form, unpolished interviews on a Joe Rogan podcast—where genuine, real-time interactions take center stage. Live shopping and video commerce have proven especially lucrative for brands offering exclusive, invite-only, or digital personal shopper experiences. This resonates across both B2C and B2B sectors as the boundaries between these segments of commerce continue to blur.

U.S. brands can capitalize on the growing demand for what’s being called “concierge commerce,” offering a personalized experience that enables them to respond directly to audience needs. Through these dynamic interactions, brands create deeper connections with their customers, driving long-term value and refining their strategies based on real-time insights.