Why Live Shopping Is Retail’s Next Big Opportunity

Remember the days of tuning into QVC or Bid-Up TV? There was something fun, almost comforting, about watching enthusiastic presenters show off everything from kitchen gadgets to statement necklaces. It was real-time retail therapy — a bit of entertainment, a bit of impulse shopping, and a lot of “I need that now!”

 

Fast forward to 2025, and that nostalgic shopping thrill has been reborn — but now it fits in your pocket, on your smartphone, and into your social feed. Enter: live shopping.

 

This interactive, video-led retail experience is not just a retail trend — it's a growing phenomenon, blending entertainment, community and commerce in a way that feels fresh, dynamic, and incredibly relevant for today’s shopper. For retailers, especially those looking to innovate and connect more personally with their customers, live shopping offers a golden opportunity.

 

Let’s explore what live shopping is, why it matters, and how you — yes, you — can tap into this exciting retail trend.

 

 

 

What is Live Shopping, Exactly?

At its core, live shopping (also called live commerce) is simple: sellers use live video to showcase products and interact with viewers in real time, who can ask questions and purchase instantly.

 

It's akin to QVC for the TikTok generation, with all the flair and immediacy of social media, plus the convenience of one-click buying. Hosts can be influencers, brand reps, or everyday people — and the vibe is relaxed, relatable, and unscripted.

 

Platforms like Poshmark, Whatnot, TikTok, Instagram, and even Amazon and eBay have joined the party, each offering tools to host and shop live events. The result? A shopping experience that’s fun, social, and spontaneous.

 

 

 

From Zero to $1,000 Shows

Take the story of Ms. Krakora from Cleveland as inspiration. In 2021, she shifted from part-time selling to full-on live commerce. Her first Poshmark live show? A total bust — she didn’t sell a single thing.

 

But she didn’t give up.

 

Now she hosts two to three shows a week, each running about three hours. She sells around 100 items per show, generating roughly $1,000 in sales per event. Not bad for someone who once sold part-time!

 

Her secret? Creating an inviting, inclusive atmosphere. “You can shop in your PJs,” she says. “There’s no need to head to the shopping mall.” That cozy, communal feel is exactly what makes live shopping so powerful.

 

Another success story is Calpak, a heritage travel brand, whose livestreaming path that mirrors many others. After trying out numerous social platforms for its livestreams, the brand eventually brought the experience in-house to its own website — and saw a dramatic payoff. Conversion rates leapt from an average of 1% to 19%.

 

In their initial test, Calpak livestreamed simultaneously on Instagram and their website to see which performed better. The result? $79,000 in sales in under 45 minutes from their on-site stream. Today, all of Calpak’s livestreams are hosted on their site, consistently attracting about 2,000 viewers per show

 

 

 

The Retail Trends Behind Live Shopping's Rise

Live shopping isn't a fluke — it's part of larger retail trends shaping the industry in 2025. Here's what's fueling the growth:

• Digital-first consumer behaviour: Shoppers are spending more time on social media than ever — and they want to shop where they scroll.

• Cord-cutting and the decline of traditional TV: Younger audiences aren’t watching QVC or traditional channels. Live shopping fills that gap in a more native, engaging format.

• Desire for authenticity and interaction: Unlike glossy ads, live shows feel personal. Shoppers can ask questions, see how things really look, and get honest answers in real time.

• FOMO and urgency: Limited quantities and fast-paced presentations encourage quick decisions, just like flash sales or in-person events.

 

In fact, a 2024 survey by VTEX found that 45% of US consumers have browsed or purchased through a live shopping event in the past year. The trend is catching fire — and it’s not cooling down anytime soon.

 

 

 

It’s Already Big in Asia – And Coming to the UK Fast

Live shopping has already gone mainstream in China, where platforms like Douyin (TikTok’s Chinese counterpart) and Taobao Live dominate. Influencers — or Key Opinion Leaders (KOLs) — regularly sell thousands of products in a single session, turning entertainment into instant commerce.

 

In China, the live commerce market generated $4.55 billion in revenue in 2024 and is projected to reach $24.06 billion by 2030 — growing at a rapid CAGR of 32.8% from 2025 onwards. Fashion and apparel were the top-performing categories in 2024, leading the charge in this fast-evolving space.

 

Now, UK retailers are starting to take notes. They're experimenting with ways to blend personality, product, and platform to engage shoppers in more immersive and interactive ways.

 

As we head into 2025, expect live video and real-time shopping experiences to play a much bigger role in the UK retail scene.

 

 

 

 

 

 

How Retailers Can Get Started with Live Shopping

Live shopping might sound like a big leap — but it’s more accessible than you think. Here’s how you can dip your toes in and grow from there.

 

1. Pick Your Platform

Start with the platforms your audience is already on:

• Fashion and lifestyle? Try Instagram Live or TikTok Shop.

• Collectibles or niche products? Whatnot is a great fit.

• Broad audiences? Consider Amazon Live or eBay Live.

 

Each platform has different tools, but most are plug-and-play, with low production requirements.

 

 

2. Choose the Right Products

Not everything sells well live. Start with:

• Visual items (clothing, makeup, décor)

• Demo-friendly products (gadgets, skincare)

• Limited editions or sales (to drive urgency)

 

Avoid items that require personal fitting or complex customisation (hello, jeans!) unless you’re offering a unique service.

 

 

3. Create a Real Vibe

The magic of live shopping is in the connection. Be genuine, engaging, and responsive:

• Greet viewers by name.

• Answer their questions live.

• Share tips, stories, or behind-the-scenes tidbits.

 

Think of it less like selling and more like hosting a friendly get-together — where your best products just happen to be on display.

 

 

4. Promote the Event

Don’t go live into the void. Use email, social posts, and even in-store signage to promote your upcoming events. Offer incentives for first-time viewers or early buyers.

 

Pro tip: Start with a recurring schedule — like every Thursday at 7pm — to build routine and community.

 

 

5. Measure and Refine

Track views, comments, purchases, and engagement. Which products spark the most interest? When do people drop off? Use this insight to tweak your format and find your sweet spot.

 

 

What Are the Challenges?

While live shopping presents exciting opportunities, it’s not a one-size-fits-all solution—and certainly not a silver bullet for retail woes. As with any emerging channel, there are clear hurdles to consider before diving in headfirst.

 

Product Fit Matters
Not every product category lends itself naturally to the live commerce format. Items that benefit from visual demonstration—like beauty, fashion, or home gadgets—tend to shine. But for more technical, utilitarian, or low-engagement products, livestreaming may struggle to deliver meaningful results. Retailers need to be strategic in identifying what truly resonates in a live, interactive context.

 

Scalability Isn’t Guaranteed
One of the major challenges is scalability. While it’s possible to have a hit livestream that drives impressive sales in the short term, replicating that success consistently—and across multiple product lines or influencers—can be difficult. It requires ongoing content production, talent management, platform optimization, and audience nurturing, which can be resource-intensive.

 

Context Is Everything
According to research, live commerce tends to thrive in regions where in-person retail options are limited or inconvenient. In markets like rural China, where physical stores may be sparse, live shopping fills a gap. This may not translate as directly to the UK, where most consumers have relatively easy access to high street shopping. For UK retailers, the value proposition needs to go beyond convenience—it has to offer something experiential, entertaining, or exclusive.

 

Consumer Behaviour Risks
Live shopping can create a sense of urgency and excitement—often by design. But that same energy can lead to impulsive decision-making. Shoppers might be swept up in limited-time offers, influencer hype, or FOMO (fear of missing out), leading to purchases they later regret. This brings up questions around ethical selling and the responsibility retailers have to promote mindful shopping habits, not just quick wins.

 

 

 

Get Involved in the Live Shopping Retail Trend

Live shopping is more than a fad — it's part of a broader shift in how people discover and engage with brands. It combines entertainment, immediacy, and human connection — all things shoppers are craving in a post-pandemic, post-catalog world.

 

Whether you're a small boutique, an established retailer, or a digital-first brand, live shopping offers a new way to stand out in a crowded market. And the best part? You don’t need a huge budget or celebrity endorsements to get started.

 

As retail trends in 2025 continue evolving, this is one wave worth riding.

 

So grab your ring light, cue up your product lineup, and say hello to your new favorite sales channel.

 

Ready to give it a go? Let’s explore how your brand can launch its first live shopping event — and make it shine.

 

 

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