How to Make Livestream Commerce Work with your Brand Strategy

Livestream shopping is no longer just a flashy experiment—it’s a global retail movement driving the future of social commerce strategy. Globally, the livestream eCommerce market was worth US$128 billion in 2024 and is forecasted to surge past US$2.4 trillion by 2033 at a staggering 39.9% CAGR. Asia Pacific already leads with 66% of the global market share, while in Southeast Asia, nearly half of consumers watch livestream shopping events weekly and 63% have made a purchase. In Singapore alone, live commerce sales are expected to hit US$1.3 billion by 2025, making it a central part of every brand’s social commerce strategy.

As platforms like TikTok Live, Shopee Live, and Lazada continue to fuel growth, the opportunity for brands lies in building impactful eCommerce livestream strategies that combine engagement, trust, and seamless checkout experiences. Done right, livestream shopping doesn’t just entertain—it drives conversions, loyalty, and long-term revenue growth.

When Live Stream Commerce Boosts Sales

Live shopping shines when it brings clarity or confidence to the shopper’s experience:

Complex or sensory products come alive on screen. From the texture of skincare on a hand to the colour of brewed tea, seeing products in real time makes a difference.
Highly personalised purchases benefit from live Q&A. Think tools, upgrades, or wine choices where viewers can ask precise, on-the-spot questions and get instant answers.
Influencers and celebrities drive trust and excitement. The halo effect is real—watchers often buy because they admire the host’s taste and credibility.
Virtual tours or second-look scenarios. Real estate or car buyers, for example, can review properties at different lighting or times—without traveling.

But not every product fits this format:

Everyday, low-interest items don’t benefit from live streaming unless there’s a special deal. Most viewers skip livestreams for routine goods.
Unknown brands risk losing viewers who aren’t already familiar—they may not stay long enough to learn.
Premium luxury purchases still rely on high-touch, in-person experiences— livestreams don’t replicate that one-to-one feel.

Livestream Commerce Strategy: 7 Steps for Success

1. Pick Your Livestream Platform Strategically

Match the medium to your purpose. If your followers need guidance, stream on your own website or eCommerce site; if the goal is brand awareness or impulse buy through influencers, social platforms like TikTok or Facebook work better.

2. Set the Right Tone in Your Livestream

Consistency matters. Choose a delivery style that aligns with your brand—informative, conversational, or casual. A friendly, professional host fosters trust and good vibes.

3. Build Trust and Credibility During Live Shopping

The visual setup speaks volumes. A clean, well-organised backdrop, like a neat store scene or branded space, helps viewers feel confident about the product’s quality.

Overlay key details—payments, instalments, or promotions—so viewers can get information at a glance.

4. Pep Up Live Shopping Engagement with Rewards

Offer livestream-exclusive deals, surprise gifts, or interactive lotteries. Welcoming returning viewers by name or introducing loyalty tiers like “new fan” versus “VIP” can deepen loyalty.

5. Streamline Livestream Shopping Purchase Flows

Make purchasing and checkouts as seamless and intuitive as possible. Enable in-app checkout, or at least a single-click link to product pages. Immediate confirmations in-app, via SMS, or email provide peace of mind.

6. Make Livestream Support Effortless

Lay out return policies clearly in the stream or overlays. Ensure viewers know how to get help especially when they shop via social platforms with limited support features.

7. Promote Your Livestream with Precision

Target your livestreams to audiences who care. When used well, personalised recommendations or geo-targeted promotions work especially well in Southeast Asia and can draw in viewers who are already interested.

AI in Livestream Shopping: Enhancing Conversions and Experience

1. AI-Powered Personalisation

AI can recommend products in real-time based on viewer profiles, browsing history, or purchase behaviour.
Dynamic overlays ("Recommended for you") increase upsell and cross-sell opportunities.

2. Intelligent Moderation and Chatbots

AI chatbots can handle FAQs instantly (returns, payment options, delivery timelines), keeping hosts focused on engagement.
Sentiment analysis identifies customer pain points in real time and prompts the host to address them.

3. Smart Analytics and Insights

AI analyses viewer behaviour (drop-off points, repeat engagement, chat keywords) to improve future livestream formats.
Predictive analytics suggests the best time/day to host livestreams for maximum conversions.

4. Automated Content Repurposing

After the stream, AI can automatically clip highlights, FAQs, or product demos into short videos for TikTok, IG Reels, or YouTube.
Extends the life and ROI of each livestream beyond the live event.

5. Voice and Vision AI

AI auto-generated subtitles in multiple languages, enabling cross-border livestream commerce.
Computer vision tools let viewers "click to shop" specific items being displayed on screen.

6. Conversion Optimisation with AI

Real-time pricing or bundle suggestions based on audience demand.
AI predicts which viewers are likely to buy and triggers special offers (flash discounts, free shipping prompts).

The Global and Southeast Asia Livestream Market in Numbers

Livestream shopping is not just growing—it’s exploding. Here’s a look at how the numbers stack up worldwide and in Southeast Asia:

Global Market Growth

Values at US$128.4 billion in 2024, the global livestream eCommerce market is projected to surge to US$2.47 trillion by 2033, growing at a 39.9% CAGR.
Some estimates forecast livestream shopping could reach US$3.7 trillion by 2030, making it one of the fastest-growing retail formats globally.

Asia Pacific Leads the Way

Asia Pacific accounted for 66% of global livestream commerce sales in 2024, led by China’s early adoption and innovation in live shopping formats.

Southeast Asia Momentum

The Southeast Asia social commerce market is expected to hit US$125 billion by 2027, with live shopping driving a major share of this growth.
Nearly 50% of consumers in Southeast Asia tune in to livestream shopping events weekly, and of those, 63% have made a purchase during a session.
In Singapore, live commerce sales are forecasted to reach US$1.3 billion in 2025, accounting for nearly 40% of the total social commerce market.
In Thailand, live commerce already makes up 10% of alternative eCommerce sales, with Shopee Live sellers seeing up to 10× growth year-on-year.
TikTok Shop is a key driver: its GMV in Southeast Asia skyrocketed from US$4.4 billion in 2022 to over US $16 billion in 2023, with livestreams contributing more than 40% of top sellers’ sales.

In Summary

Livestream commerce works when it's meaningful—not just entertaining. Use it to clarify decisions, foster trust, and drive real engagement. Match format to product, tone to brand, and always prioritise smooth, supported shopping journeys.

Aiken Digital supports livestream commerce success across major platforms—whether it’s social commerce via TikTok, Shopee, Facebook, or Tmall, building optimised eCommerce websites, or delivering seamless cross-border commerce experiences. Let us help your brand amplify engagement, drive sales, and build audience loyalty through expertly crafted livestream strategies.

Partner with Aiken Digital to unlock your next stage of livestream commerce growth.

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Sources: Grand View Research, The Asset, 2025, Cube Asia, 2024, Ark Invest, 2025, Branding in Asia, 2023, DBS Bank, Fintech Vietnam, 2024, Tech Edition, 2025.