The way consumers shop online is evolving faster than ever. Over the past decade, ecommerce has grown from being a convenient alternative to in-store shopping into the primary channel for millions of global shoppers. But with more options available than ever, customers demand experiences that are not only frictionless but also entertaining, authentic, and engaging.
This is where live shopping comes in. Sometimes called live commerce, live video shopping, or live shopping streaming, this approach combines the interactivity of live video with the ease of online transactions. Instead of scrolling through static product photos, shoppers can watch hosts, influencers, or even brand representatives showcase products in real-time, ask questions in chat, and purchase instantly without leaving the stream.
For ecommerce brands, retailers, and D2C businesses, live shopping is no longer just a passing trend—it’s a shift in customer expectations. According to McKinsey & Company, live commerce could account for up to 20% of global ecommerce sales by 2026. . Platforms like TikTok, Instagram, YouTube, and dedicated live shopping platforms are already paving the way for this transformation.
So why should Shopify brands start experimenting now? Here are five compelling reasons.
