Live shopping is an increasingly popular form of ecommerce that many retailers are catching on to. The term sounds like it refers to traditional, in-person shopping, but we mean it in the sense of digital live commerce or live stream shopping.
We live in a world where online shopping is often consumers’ preferred way to buy goods. Who doesn’t like the convenience of purchasing whatever you want from your laptop or phone and having it shipped directly to your door? However, a disadvantage of typical online shopping is that you can’t touch or fully experience a product in action before you hit that “add to cart” button. Live shopping is the next best thing because you can view a product from multiple angles, watch demonstrations, or ask questions to get a better idea of how it would fit into your life.
The US live stream shopping market alone is estimated to be worth $68 billion by 2026 — that’s how fast it’s growing. We dive into the origins and perks of live shopping in this blog post, but if you’re curious about live shopping trends and how they could affect the future of the US and European markets, keep reading.
The state of live & online shopping in 2025
Live shopping traces its roots back to channels like QVC, but it has since evolved into a digital-first experience that combines ecommerce with entertainment. Some businesses may have thought that live shopping trends would die down after a few years, assuming it was a novelty born of the COVID-19 pandemic. However, shopping via interactive live streaming is more relevant than ever.
For example, China is home to the world’s largest live shopping market, worth a whopping $423 billion in U.S. currency. Plus, virtually all Chinese consumers have watched a live stream selling event.
In 2024, live shopping trends look a bit different in the U.S. and Europe. Though not as massive, live streaming commerce sales in the U.S. reached about $50 billion in 2023 and could account for more than 5% of all ecommerce sales within the next two years. The industry was worth an estimated $10 billion in Europe, which is 86% growth between pre-pandemic times to 2021.
There’s a generational preference, too: adults between 18 and 34 are more likely to use video commerce as a shopping channel. U.S. retailers should be particularly interested in this method because commercial live events in the country have shown conversion rates as high as 30%, which is far above the average conversion rates of traditional ecommerce.
Live stream shopping is also growing in countries like the UK, Germany, and France. About 35% of European retailers had implemented live shopping as part of their digital strategies in 2023. Consumers in the UK and the US are particularly interested in streams featuring fashion and apparel products, with categories like beauty, wellness, and electronic devices following close behind.
However, older customers are having a harder time catching on. Seven out of ten adults aged over 55 stated in one survey that they have never shopped via video commerce and have no interest in doing so. If you’re a brand or retailer hoping to make way with this demographic, you’ll have some educational gaps to fill and need to ensure a top-notch, easily navigable shopping experience.
6 Live & online shopping trends
Now that we’ve covered what live shopping trends look like in terms of dollars and figures, what will near-future live commerce trends look like experientially? Some of the following features are already well-implemented in Asian markets, but those to look out for in the U.S. and Europe include:
Omnichannel live shopping experiences
Single and multi-channel approaches either don’t offer the experiences that consumers are looking for or result in disjointed touchpoints that confuse them. Retailers are realizing that omnichannel is the way to go: by combining the power of live streaming with new technologies, one-click checkout, live shopping events, and other features, businesses can create a more cohesive shopping experience that drives sales and wins customer loyalty more effectively.
AR and VR technology
AR and VR are a trend in multiple industries, and live commerce is no different. These technologies are particularly valuable in online shopping because they greatly enhance the overall buying experience, making it more immersive and enable consumers to make well-informed decisions. For example, even though you can’t try on a digital shirt to see how it fits and feels, 3D virtual try-ons allow you to see how you would look wearing it or how the shirt matches with other outfits. VR and AR go a long way in boosting shopper confidence, and therefore, sales.
Data-driven insights and personalization
Data is nothing new in ecommerce either, but retailers that track customer behavior on their platforms can improve live shopping experiences by making them more personalized. If you’re a retailer, you could use data to make tailored offerings, recommend different interactive features based on what shoppers prefer, and even provide custom discounts. Approximately 46% of companies have used live data and customer tracking technology during live commerce events, allowing them to optimize their strategies and improve customer satisfaction.
Influencer engagement
Influencers and celebrities continue to play a pivotal role in shaping live streaming shopping trends. They bring a level of legitimacy to a brand, especially during events. Many retailers partner with influencers to host live shopping sessions and therefore leverage their large audiences. Famous online personalities also help create a sense of community and trust, making the shopping experience more engaging.
However, many businesses are choosing to put their own employees at the forefront. Influencers have their place, but by putting their teams in front of the camera, brands can make their buying experiences more personal and relatable. These individuals know the products they’re selling better than anyone and are more equipped to answer customer questions in real-time.
Sustainability
As consumers become more environmentally conscious, it’s imperative for brands to take sustainability seriously and exceed their expectations. Live shopping, fortunately, can help reduce waste by minimizing deadstock and returns, as well as promote sustainable practices like VR try-ons (which don’t require physical samples).
82% of consumers want companies to put people and the planet before profit. Sustainability isn’t just a fad that companies can leave behind in a few years, so brands that align with consumer values have a better chance of building stronger connections and fostering loyalty.
Advanced streaming technology
Of course, what is live shopping without live streaming? Arguably one of the most significant live commerce trends of 2024, high-quality video is what enables consumers to see and experience a product before they purchase it online. Platforms like Dolby.io are leading the way with features such as sub-half-second latency, multiview options, and increased scalability, which ensure a seamless shopping experience for viewers.
Live & online shopping trends FAQs
Launch engaging live shopping experiences with Dolby
The need for reliable and advanced streaming technology becomes increasingly important as live shopping continues to grow in popularity. Dolby.io offers a suite of tools designed to enhance the live commerce experience, including robust APIs and SDKs, that can help your brand promise high-quality and low-latency streams to your customers. Whether you’re a retailer looking to engage with new audiences or a brand hoping to drive sales, Dolby Millicast real-time streaming provides the platform you need to succeed as live shopping trends evolve in 2024 and beyond.
