How Livestream Shopping Boosts Customer Experience and Sales

Livestream shopping is no longer a trend—it’s a fast-rising force transforming retail worldwide. With global livestream shopping events already valued at US$128.4 billion in 2024 and Southeast Asia projected to hit US$125 billion by 2027, the urgency for brands to act is clear. Shoppable livestreams are not just a nice-to-have; they are becoming a must-have strategy for eCommerce growth in Southeast Asia and beyond.

Understand the Shoppers: Intent Buyers vs. Impulse Buyers

Livestream shopping serves two kinds of customers:

• Focused shoppers who seek clarity (i.e. details, availability, trust)
• Impulse shoppers who are driven by entertainment, urgency, and excitement.

Why Live Shopping Works for eCommerce

1. Immediate Interaction Builds Confidence

Through real-time Q&A and demos, livestreams replace product guesswork with clarity, thereby building trust in a way static listings can't.

2. Live is a Social Experience

Where entertainment meets commerce. Audiences stay longer, interact more, and as a result, livestream buyers convert at much higher rates than traditional eCommerce customers.

3. The Numbers Speak Volumes

• Global market value: US$128.4 billion (2024)
• Asia Pacific: 66% of the global live commerce market (2024)
• Southeast Asia's social commerce CAGR: 20% to 30%, reaching $125 billion by 2027
• 67% of consumers in Malaysia, Singapore, and the Philippines have joined livestream shopping events, with discounts and urgency as key motivators
• Social commerce is projected to reach US$150 billion by 2025, dominated by Shopee, TikTok Shop. and Lazada

Livestream Shopping Trends & Tactics That Work

1. Real-Time Demos Seal the Deal
   Viewers ask, hosts respond. This method removes doubt and accelerates decision-making.
2. Pick the Right Platform
   Use channels where your audience already shops—TikTok Shop, Shopee Live, Facebook Live, or Tmall.
3. Marry Info with Entertainment
   Blend product education with storytelling or limited offers. People buy when engaged.
4. Make Checkout Seamless
   One-click shopping, clear confirmations, and visible support boost conversions.
5. Use Interactive Tools
   ‍Polls, live chat, and exclusive flash promos make shopping feel fun and connected.
6. Localise Wisely
   ‍Tailor livestreams to regional tastes, language, influencer familiarity, and cultural context.
7. Leverage Influencers & KOLs
   Partnering with trusted influencers or Key Opinion Leaders boosts credibility, expands reach, and drives higher engagement during livestream shopping events.

The Future of Livestream Shopping in eCommerce

Livestream formats aren’t just tools; they’re transformative experiences that convert casual browsers into buyers while building trust and community.

From goal-driven purchasers to impulse buyers, livestream shopping delivers clarity and immediacy, making it especially powerful for forward-looking brands.

As shoppable livestreams continues explosive growth across TikTok Shop, Shopee, Facebook, and Tmall, brands that master social commerce growth will win the next wave with optimised eCommerce websites and seamless cross-border selling strategies.

Ready to Grow with Livestream Shopping?

Aiken Digital specialises in helping brands strategise, launch, and scale livestream shopping events. With deep expertise in TikTok Shop strategy, social commerce growth, and shoppable livestream experiences, we build eCommerce websites and cross-border infrastructures designed for sustainable success.

Partner with Aiken Digital today and capture the full potential of livestream shopping.

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Sources: Grand View Research, Cube Asia, Pongo, Momentum