What is Live Shopping?

Live shopping is a form of online shopping that involves live video content. The concept is similar to television shopping networks like QVC or HSN, but it's adapted for the internet era. Retailers or influencers host live video broadcasts, during which they showcase products, demonstrate their use, discuss their features, and answer viewer questions in real time. Viewers can make purchases directly from the live shopping interface.

Live shopping has been particularly popular in Asian markets like China and South Korea, with platforms like Taobao and Gmarket leading the way. It's also growing in popularity in the Western world. Social media platforms like Facebook, Instagram, and YouTube have integrated live shopping features, and there are also standalone live shopping apps and platforms.

As with any ecommerce method, live shopping has its pros and cons. On the positive side, it can create a sense of urgency and exclusivity, provide comprehensive product information, and build a stronger connection between brands and consumers. However, it can also be more logistically complex to set up and run than traditional online retail, and it requires consumers to be available to watch at specific times.