Live Commerce: The Future of Online Shopping
This is a writing sample from Scripted writer John Becker
The more things change, the more they stay the same. Live commerce was once a thing in the 1980s and 90s, when you could buy things on live TV networks like HSN and QVC. Now, it’s back — this time on social media platforms like TikTok, Facebook, and Instagram. Live commerce has become so popular that forecasts show that in 2026, it will account for over 5 percent of all e-commerce sales and grow by a whopping 36 percent. So why should your business pay attention to this trend? Let’s find out.
What is Live Commerce
Also known as live shopping, live commerce lets you (the brand) sell products on digital platforms through live streams. It lets shoppers interact with your business in real time with the support of tools like live chat and shopping cart integration.
So, how does it work?
A person (influencer, salesperson, or owner of the business) hosts a live stream, say on TikTok. During the live stream, the host showcases and discusses the product(s) on sale. Viewers or consumers can comment, react, or ask questions regarding the products. They can also buy the products by commenting on the live chat or clicking on shopping links integrated in the video.
Why Live Shopping Works: Benefits
So effective is live shopping that statistics indicate that live shopping in the U.S. will grow to hit $55 billion in 2026. And there are reasons as to why it works so well, including:
- Real-Time Engagement: Its live aspect allows consumers to ask questions about the product and get instant answers. This helps to create trust with your brand, which can, in turn, lead to conversions.
- Product Demonstrations: Your customers get to see live demonstrations of how your products work, which can enhance their confidence to buy them.
- Social Proof in Action: When viewers see other people in the live stream commenting and buying, it can enhance their trust in your brand and make them also purchase something.
- FOMO-Driven Urgency: Live shopping can sometimes tap into your customer’s impulse buying. You can do this by hosting limited-time offers that are only exclusive during the live stream, which then drives up your sales.
- Human Connection: Using influencers or a trusted brand representative in your live stream shopping experience can enhance credibility because of the human aspect, unlike other forms of online shopping.
Final Take
Unlike many marketing strategies, live commerce doesn’t need you to invest heavily. For small businesses, you can easily leverage it through social media platforms for free through the Live feature. Don’t fall behind — start now and enjoy its numerous benefits.
Written by:
John is a gifted writer and marketer.
A Connecticut native, John studied at UPenn, Middlebury, and UMass, and has worked in both corporate and nonprofit settings. Every day, he helps businesses improve how they sell, market, and communicate. He writes about finance, sales, investments & stocks, technology, psychology, marketing, SEO, leadership among other finance and tech-related topics.
John is passionate about sustainability, education, design, and teamwork. He enjoys building furniture, baking, swimming, and traveling with his family.
