Live shopping, primarily dominant in China with $500 billion in sales in 2022, is becoming increasingly popular in markets like the US. TikTok's introduction of its marketplace, TikTok Shop, allows users to make direct purchases during live broadcasts. As a result, the number of livestream shoppers in the US grew by 29 percent to 41 million in 2024. Businesses are seeing significant benefits from live shopping, reporting conversion rates ten times higher than traditional e-commerce. The trend is prompting more brands to adopt this innovative sales approach.
Live shopping, with nearly $500 billion sales in China, is gaining traction outside of China, where the U.S. reported $20 billion in 2022.
TikTok’s launch of its marketplace, TikTok Shop, in the US is seen as a key move in the live shopping trend, facilitating direct purchases.
The average conversion rate for live shopping is 10 times higher than traditional e-commerce, indicating substantial potential for brands.
Successful live selling can drive higher consumer engagement, resulting in longer visits, increased cart sizes, and more frequent store visits.
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