Livestream shopping: advertising’s new frontier?

Livestream shopping — where influencers advertise products in real-time on social media — has been taking off.

Together with

Livestream shopping: advertising’s new frontier?


The Future. Livestream shopping — where influencers advertise products in real-time on social media — is taking off. The new means of advertising benefits from strong global engagement with streaming platforms and offers unique perks for brands. If widespread adoption continues, it just might usher in a new era of personalized marketing.

Feeding demand
The new marketing tactic has several advantages over other ad channels.

  • Livestream shopping is especially useful for customers looking to purchase products that require tutorials, such as makeup, or items whose value depends on appearances, like fashion and food.
  • It also appeals to coveted Gen Z shoppers — 47% of US and UK consumers who made livestream purchases last year belonged to Gen Z.
  • Finally, certain kinds of offers work particularly well in livestream shopping, like exclusive or limited-time offers. Firms that used either reported conversion rates near 30% — 10x those of typical e-commerce methods.

The struggle is real
The popularity of livestream shopping is growing fast, with the 2022 market reaching nearly half a trillion dollars in China alone. The 2022 US market was a much smaller $20 billion, but that number is expected to more than triple in the next three years.

The only catches are that live-streamed content is a.) hard to moderate and b.) subject to authenticity concerns. Brands can make real profits, but only if their influencers are just real enough.

Luke Perrotta


No design skills needed! 🪄✨

Canva Pro is the design software that makes design simple, convenient, and reliable. Create what you need in no time! Jam-packed with time-saving tools that make anyone look like a professional designer.

Create amazing content quickly with Canva