Live online shopping (also called live commerce or livestream shopping) is a retail model where products are sold through a real-time video broadcast, and viewers can purchase instantly during the stream.
It combines:
- 📺 Live video (like Instagram Live or YouTube Live)
- 🛍 Product presentation
- 💬 Real-time chat interaction
- 🛒 Immediate checkout links
How It Works
- A host (brand, influencer, retailer) goes live.
- Products are demonstrated in real time.
- Viewers ask questions in chat.
- Purchase links or “buy now” buttons appear on screen.
- Customers complete checkout without leaving the stream (on supported platforms).
Example Flow
A fashion brand goes live and says:
“This blazer is available in sizes S–XL. Click the button below to purchase.”
Viewers:
- Ask about fit, material, colors
- See real-time try-ons
- Buy instantly while watching
Where It Happens
Common platforms:
- Instagram Live + shopping integration
- TikTok Shop Live
- Facebook Live Shopping
- Amazon Live
- Shopify live commerce apps
- Dedicated platforms like Whatnot
In China, live commerce is massive (Taobao Live, Douyin).
