Live commerce - statistics & facts
The rise of e-commerce has been accelerated by several factors, including shifting consumer behaviors and technological advancements. Among the most prominent trends in this landscape are social commerce and live commerce. Live commerce, as the name implies, utilizes video content on digital platforms to promote or sell products and services in real time. Unlike traditional home shopping TV, this format is entirely digital, enabling two-way, interactive communication and facilitating swift purchases for users.
Beyond the Asia-Pacific region, live shopping is rapidly gaining traction in the United States. It is estimated that approximately 49 million U.S. consumers will use live commerce in 2025, and over the following three years, this number is expected to increase to over 60 million. Brazil is at the forefront of Latin America's interest in live commerce, while Europe still lags, mainly using live shopping for fashion inspiration and purchases.
Livestream shopping is an expanding sector of digital marketing and e-commerce on a global scale. As evidence of the growing popularity of live commerce among professionals, it was ranked as the top content strategy for influencer marketing globally in 2025.
From China to the world
China is home to the most live commerce shoppers in the world. Although live shopping was already popular in China before the COVID-19 outbreak, pairing entertainment with e-commerce was the magic formula for its take-off during periods of strict confinement. In 2023, China's live-streaming commerce market hit nearly five trillion yuan, a twelvefold rise from before the health crisis. It did not take long for China's success story to pique the interest of retailers and consumers across the globe. In 2024, livestream shopping was also very popular in Indonesia, Thailand, and India.Beyond the Asia-Pacific region, live shopping is rapidly gaining traction in the United States. It is estimated that approximately 49 million U.S. consumers will use live commerce in 2025, and over the following three years, this number is expected to increase to over 60 million. Brazil is at the forefront of Latin America's interest in live commerce, while Europe still lags, mainly using live shopping for fashion inspiration and purchases.
Social shop 'n' stream
Live shopping events can be held across various channels, including dedicated streaming platforms for live commerce, e-commerce websites, or social media platforms. The latter, owing to its intuitive interfaces and extensive user base, has witnessed growing popularity for hosting such events. In the United States, social media platforms with shoppable features, such as Facebook, TikTok, and Douyin, were consumers favorite platforms to shop via livestream in 2024. In Southeast Asia, TikTok topped the list of the leading platforms to watch live commerce, followed by Shopee and Facebook.Livestream shopping is an expanding sector of digital marketing and e-commerce on a global scale. As evidence of the growing popularity of live commerce among professionals, it was ranked as the top content strategy for influencer marketing globally in 2025.
