Live shopping — a blend of entertainment and e-commerce — is making its way from Asia into Western markets, with brands increasingly turning to interactive livestreams to sell products and engage customers.
But as platforms such as TikTok, Instagram, YouTube and Amazon invest in this retail trend, many are asking whether live shopping will truly take off in the UK.
For Kelsey Krakora, a former bartender in Cleveland, Ohio, live shopping has been transformative. Since launching her first live sales event on Poshmark in late 2022, she now hosts multiple shows a week, selling around 100 fashion items per stream — and generating over $1,000 (£773) in sales per event. “These events are inclusive, welcoming. You can shop in your pyjamas and there’s no need to head to the mall,” Krakora says.
A proven success in Asia
Live shopping has long been popular in China, where platforms like Douyin (TikTok’s Chinese counterpart) and Taobaohost thousands of daily livestreams. Key opinion leaders (KOLs) such as Li Jiaqi, the so-called “Lipstick King”, have built huge followings and drive millions in sales.
This entertainment-driven commerce model allows hosts to demonstrate products in real time, answer questions, and create a sense of urgency with time-limited discounts. It’s proven especially effective in categories like fashion, cosmetics, and collectibles.
According to VTEX, 45% of US consumers have browsed or purchased from a live shopping event in the past 12 months. The global market is now estimated to be worth $32bn and growing fast.
Will it work in the UK?
The picture in the UK and Europe is more mixed. Analysts agree that cultural and infrastructural differences pose challenges. “Live shopping simply doesn’t scale in the same way outside Asia,” says Sucharita Kodali, retail analyst at Forrester. “In the US and UK, where consumers are used to trying things on in store and have easier access to physical retail, live commerce may have limited appeal.”
Jonathan Reynolds, Academic Director at the University of Oxford’s Institute of Retail Management, agrees “Chinese influencers operate within highly sophisticated platform ecosystems that don’t yet exist here. Trust and audience engagement are built very differently.”
However, brands like Samsung, L’Oréal, Kit Kat, and Nordstrom have begun running live shopping trials in the US and Europe. Luxury fragrance house Amouage found success through 140 live streams in China, selling more than 3,000 units — and has since brought the concept to the US via a partnership with Nordstrom. “We now get live customer feedback during the stream, which we use to improve our products,” says Renaud Salmon, the brand’s Chief Creative Officer.
Beyond product demos
Guillaume Faure, CEO of live shopping platform LiveMeUp, sees opportunity in how-to content. “Tutorials are hugely popular — showing viewers how to apply make-up, style an outfit, or arrange flowers. It turns shopping into a learning experience.”
Platforms are also encouraging creators and small sellers to adopt the format. Poshmark, eBay, and TikTok all offer live selling tools, empowering entrepreneurs and influencers to sell directly to their audiences.
Yet not every product works well in this format. Krakora herself admits she prefers buying jeans in person — “I’m tall, and I have specific cuts I know work.”
A double-edged sword?
Retail analyst Bruce Winder adds a note of caution: “Consumers can get caught up in the moment. It’s immersive and exciting — but potentially addictive too.”
That excitement is exactly why some see live shopping as the next major retail channel. “It’s not just a transaction,” says Manish Chandra, CEO of Poshmark. “It’s a conversation. It’s community. And it’s changing the way people shop.”
Jamie Young
Jamie is Senior Reporter at Business Matters, bringing over a decade of experience in UK SME business reporting.
Jamie holds a degree in Business Administration and regularly participates in industry conferences and workshops.
When not reporting on the latest business developments, Jamie is passionate about mentoring up-and-coming journalists and entrepreneurs to inspire the next generation of business leaders.