How live social shopping is driving brand results

Picture this: a beauty influencer swipes on a new lipgloss shade during a livestream. She answers questions in real-time as thousands of viewers watch. Within minutes, the product sells out.

Sounds too good to be true? It’s not. This is the power of live social shopping, a retail trend that started in China that is reshaping social commerce worldwide. As the industry steadily gains popularity outside of Asia, more brands and creators are tapping into its potential.

This article will break it all down: what live social shopping is, how it works, the latest trends and real-world brand examples. Plus, we’ll look at what’s next for this evolving space. By the end, you’ll have a clearer picture of whether live shopping is a smart move for your brand.

What is live social shopping?

Live social shopping is a virtual event that combines live product demonstrations with the connective power of social media. Like QVC for Gen Z, brands and influencers can showcase their products via a livestream shopping platform. Viewers can then shop the products through clickable links, ask questions and engage with other viewers in the chat.

Live social shopping is an especially compelling e-commerce trend because it is an interactive experience. Unlike a traditional QVC-style television broadcast, live social shopping allows brands and creators to engage directly with their audience.

For example, during a live social shopping event, a fashion brand might showcase a new dress while viewers ask, “Does it run true to size?” or “Can you show how it looks with heels?” The host can respond instantly to these questions and try on the dress with different footwear options to show its versatility.

Live social media e-commerce is already mainstream in China, but a McKinsey survey found that live commerce is gaining traction globally. Forty-three percent of U.S., 52% of European and 64% of Latin American users attend live shopping events at least once a month.

How does live social shopping work?

A live social shopping event typically takes place on a social media platform like TikTok, YouTube or Instagram, or a dedicated live shopping platform (more on these later).

Here’s a breakdown of what you must do before, during and after the event.

Before the event

First, select the products you want to feature and choose a live shopping platform to host the livestream. Many platforms allow viewers to buy products without leaving the livestream, with features like QR codes, pinned product links and in-app checkout.

Also, picking the right host is key. You need someone who is high energy, comfortable on camera, knows the products inside and out and won’t be easily fazed by potential technical or on-air issues. The host could be a brand representative, but teaming up with an influencer can help you reach more people and build trust. It could also help increase social media sales since their audience already values their recommendations.

We recommend promoting your event on your primary marketing channels and offering exclusive products or discounts to build buzz. You also need to prepare your set-up and ensure you have a clean backdrop, good lighting, audio and video quality. Lastly, prepare some talking points and rehearse what you plan to say.

During the event

It’s showtime! Once you go live, your host must demonstrate and discuss the products you’re featuring while answering questions and interacting with viewers. You may also want to have a few team members on deck to monitor the chat and troubleshoot any issues that might come up.

To keep the energy high throughout the event (and make it feel less like a one-sided sales pitch), consider including audience interaction moments like polls, contests and giveaways. To wrap things up, give your viewers a final call to action, like a post-event deal exclusive for live viewers.

After the event

The work isn’t over once the live stream ends. After the event, review key metrics like views, engagement and sales to track success and see how you could improve future live shopping events. Also keep engaging with attendees after the event. Send follow-up messages or emails. Answer any questions you missed, or share exclusive deals and resources to keep them interested. Lastly, consider repurposing the live stream recording for social content to create some FOMO and encourage your audience to join the next one.

The different types of live social shopping platforms

Where you go live matters just as much as what you’re selling. Different platforms offer different tools, audiences and selling experiences, so finding the right fit can make all the difference.

Here are three common live social shopping platforms to consider.

Social media networks with live shopping functionality

TikTok and YouTube offer live shopping features that allow brands and creators to feature products in livestreams, which viewers can easily tap and add to their cart without leaving the app. You can also go live on Facebook, Instagram or X, but these networks don’t have live shopping functionality. Instagram does, however, offer Instagram Shopping.

If you’ve never done a live social shopping event before, hosting one on a network where you already have a presence is a great way to test the waters. Plus, most social media algorithms prioritize live content, boosting your reach. But you won’t have as much control over the shopping experience.

Dedicated live shopping platforms and apps

Unlike social media platforms that offer live shopping as an add-on feature, apps like TalkShopLive, Buywith and Whatnot are explicitly designed for live, interactive online selling.

These platforms offer more control and stronger buyer intent since users are there specifically to shop. However, they don’t have social media’s built-in audience or viral sharing potential and they may take more work to set up.

Self-hosted shopping platforms

You could follow in the footsteps of global watch and jewelry retailer The 1916 Company and create your own live shopping app. On their platform 1916 Live, the brand hosts weekly livestreams where viewers can shop their new arrivals before they hit the site.

A self-hosted app gives you complete control over the branding and shopping experience. You don’t have to rely on third-party platform data or revenue-sharing fees. But this option requires the most set-up and effort to drive your audience to your app.

Livestream shopping trends

Livestream shopping is all about creating an experience. The following trends keep shoppers hooked and turn these livestreams into must-watch events.

Themed events and promotions

Tying your live shopping event to a special occasion helps create excitement and build urgency around your event.

Handbag maker Parker Thatch goes live on Instagram and YouTube every Friday to showcase new product launches and answer styling questions. With Valentine’s Day falling on a Friday this year, they hosted a special themed livestream. They highlighted their most festive products and wrapped up the event with a giveaway.

Creator collaborations

Partnering with an influencer for a live shopping event allows your audience to ‘hang out’ with their favorite online personality while they shop together in real time. This experience is much more fun and intimate than a typical sponsored post.

UK beauty influencer Cariad Ryan recently made TikTok Shop history when she hosted a 12-hour live session, showcasing 26 TikTok Shop brands. The event featured an immersive carnival-themed set, brand-led product bundle giveaways and representatives from P. Louise, Doll Beauty and BPerfect acting as co-hosts.

Entertainment and e-commerce

The founder of UK vegan sweets brand Candy Kittens, Jamie Laing, knows how to capture an audience. With over a million Instagram followers and three podcasts, his star power helped the brand’s debut live event break all food category livestream records and illustrate the power of social commerce in the UK.

Exclusive offers and promotions drew viewers in, but Jamie’s energy and charisma made the event a hit, with fun personal touches like FaceTiming customers live during the event.

What’s next for live social shopping

As new technology and trends emerge, the future of live shopping will be more interactive, immersive and creator-driven than ever.

AI-powered events

AI is becoming more integrated into our lives and live shopping is no exception. It won’t be long before we see livestreams with AI customer service chatbots that answer customer questions, provide recommendations and assist with checkout and payment processes.

We also predict that AI-generated captions and translations will help make live social shopping more inclusive and accessible.

VR and AR live shopping

Live shopping helps by showing products from all angles or on an influencer, but it still leaves some guesswork for shoppers.

That’s where augmented reality (AR) and virtual reality (VR) come in. AR and VR could allow customers to see what a product looks like on their body or in their home before making a purchase.

Many brands, like Warby Parker, already offer ‘virtual try-on’ features, so integrating them into a live social shopping experience is a natural next step.

Influencer to co-owner

Already common in the beauty space, we’ll likely see more brands developing product lines with influencers. For example, in 2023, TikTok influencer Kat Stickler made headlines for joining natural water enhancer brand Stur as an investor and owner. In a statement, Kat said: “I’ve been such a fan of the brand for so long, the fact that I can now add investor and owner to my resume is mindblowing.”

Influencers already have a built-in loyal audience and a proven ability to drive sales. But now, instead of just promoting a brand, they’ll have a real stake in its success. In turn, brands win by partnering with someone customers trust and will be eager to engage with live.

Why brands should embrace live social shopping

Live social shopping is more than just selling (though that part is key!). It’s about connection. Through livestreams, brands and influencers can connect with their audiences in real-time, blending the human element of traditional retail with the incomparable reach of digital platforms.

It’s also an opportunity for brick-and-mortar stores to bring their in-store experience to a global audience. They can show off their products, answer questions and be in community with their customers.

Before you start streaming, we recommend zooming out to consider how social commerce fits your overall marketing strategy. Check out our social commerce strategy interview guide to help get you started.