Live shopping: when shopping becomes a live experience

In recent years, the world of e-commerce has been changing dynamically. Customers don't just want to shop anymore - they want to experience something more. With this trend comes a new online sales format that combines entertainment, interactivity and authenticity: live streaming combined with product sales, called live shopping. Platforms such as TikTok, Instagram or YouTube are gradually introducing features that allow customers to shop directly while watching a video. This form of digital commerce is gaining increasing attention from both consumers and brands across different market segments.

Live streaming as a shopping channel

Live streaming in the context of e-commerce is not just an advertising spot - it is a full-fledged form of digital commerce. During the broadcast, sellers present products, show their uses and features and answer questions from viewers in real time. This type of content is particularly popular because it combines the interactivity of social media with the simplicity of online shopping.

Customers don't have to go to other sites, search for products manually or fill out complicated orders - they simply click in the app interface and the product is theirs. This experience is not only convenient but also emotionally engaging, which encourages faster purchase decisions.

Reasons for the growing popularity of live shopping

1. Interactivity and trust

The ability to communicate directly with a brand or retailer is essential. Customers can instantly clarify product uncertainties, ask for a more detailed demonstration or compare options. This real-time contact helps to create a trusting relationship between the brand and the customer - something that a conventional e-shop often lacks.

2. Entertainment element and higher engagement

Live streaming is often not just a formal product presentation, but entertaining content. Vendors combine product introductions with humour, challenges, competitions or storytelling. This makes the viewer feel not like they are watching a commercial, but rather part of a community. This aspect increases viewing time and the likelihood of purchase.

3. Exclusive offers and limited-time promotions

One of the psychological triggers for purchase is the so-called fear of missing out (FOMO) - the fear of missing an opportunity. Live streams often use limited-time discounts or products only available during the stream. This creates pressure to make an immediate decision and encourages impulse buying.

Impact on consumer behaviour

According to available research, live shopping has a direct impact on purchasing decisions. The interactive format activates the emotional components of decision making - consumers are more engaged, feel part of the action and perceive shopping as a natural part of a fun experience. Trust in the person hosting the broadcast (influencer or expert) also acts as a strong validation factor.

A study published in the BMC Psychology journal confirmed that customers watching live broadcasts are more likely to make impulse purchases than those who make traditional e-commerce purchases. Emotions, quick reactions and interactions are key to this behaviour.

The future of live commerce

Live shopping has already established itself as a common format in Asia (e.g. on platforms such as Taobao or Douyin) and is now successfully expanding into the European market. It is expected that within a few years this form of sales will generate a significant part of the turnover in fashion, beauty, electronics and homeware.

Brands that prepare early for this trend can gain a competitive advantage - especially through authentic customer relationships and flexible communication formats.

Conclusion

Live streaming as a shopping channel is changing the game in online sales. It allows brands to be closer to their customers, sell more effectively and make the buying process a fun experience. In a digital age where customers are looking for personalisation, authenticity and convenience, live shopping is proving to be the ideal answer.