Thu, 03 Apr 2025

Thu, 03 Apr 2025 What is live shopping and will it take off?

Big in Asia, live shopping involves brands putting on live shows to sell direct to shoppers.

* Live shopping market reaches $32bn, with fashion, cosmetics, and collectibles being the most active sectors.
* 45% of US consumers have browsed or purchased from live shopping events in the past 12 months (according to a 2024 survey by VTEX).
* Kelsey Krakora sells around 100 items per show on Poshmark, worth $1,000 in sales (£773), with her shows averaging three hours long and two to three per week.
* Live shopping acts as a quicker shortcut from buyer to product, especially in the era of one-click purchases.
* Younger generations are increasingly cutting the chord and can't access cable TV, making shopping channels less relevant.
* Brands such as Nordstrom, Kit Kat, Samsung, L'Oreal, Amazon, eBay, TikTok, YouTube, and Instagram have jumped on the live shopping bandwagon.
* High-end fragrance brand The House of Amouage sold over 3,000 units in 140 live streams with Chinese influencers in 2023.
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