What is Live commerce ?

The use of live video streaming to showcase products and services in real-time

Live streaming e-commerce, also known as live commerce, is a rapidly growing trend in the world of online shopping. It involves the use of live video streaming to showcase products and services in real-time, while allowing viewers to interact with the seller and make purchases directly within the stream. In this blog, we will delve deeper into the world of live commerce, including its history, benefits, and future.

History of Live Commerce

Live commerce first gained popularity in China, where it is commonly known as "shoppertainment". The concept began in 2016 when the Chinese e-commerce platform Alibaba launched its "Taobao Live" feature, which allows users to watch live streams and make purchases at the same time. Since then, live commerce has exploded in popularity across Asia and has started to gain traction in other parts of the world, including North America and Europe.

Benefits of Live Commerce

The benefits of live commerce are numerous, both for sellers and buyers. For sellers, live commerce provides a powerful tool for building brand awareness, engaging with customers in real-time, and driving sales. It also allows sellers to showcase their products and services in a more dynamic and engaging way than traditional e-commerce platforms. For buyers, live commerce offers a more personalized and interactive shopping experience, as they can ask questions, get real-time product demonstrations, and interact with other viewers in the stream.

Types of Live Commerce Sessions

There are several types of live session commerce, including:

  1. Hosted sessions: These are live streams hosted by an influencer or celebrity, who showcases and promotes products to their followers.

  2. Brand sessions: These are live streams hosted by brands themselves, typically featuring product launches, demonstrations, and promotions.

  3. Social sessions: These are live streams hosted on social media platforms like Facebook and Instagram, allowing brands and influencers to engage with their followers in real-time.

Future of Live Commerce

The future of live commerce looks bright, with many experts predicting that it will become the next big thing in e-commerce. As technology continues to improve, live commerce will become more immersive and interactive, with features like augmented reality and virtual try-on becoming increasingly common. It will also become more accessible to small and medium-sized businesses, allowing them to compete with larger brands on a more level playing field.


Live streaming e-commerce is revolutionizing the world of online shopping, offering both buyers and sellers a more engaging, interactive, and personalized shopping experience. As the trend continues to grow, it will undoubtedly transform the world of e-commerce as we know it. So, whether you're a seller looking to engage with customers in real-time or a buyer looking for a more interactive shopping experience, live commerce is definitely worth exploring.