Live Selling in 2025: How To Boost Engagement and Sales

Live selling isn’t a new concept: platforms like HSN or QVC have been live selling products in real time for decades. But modern live commerce tools democratize an experience that once required a major media platform, making it accessible to any retailer. 

Today, live shopping thrives because customers crave entertaining and interactive ways to shop online. In this digital format, shoppers can see products in action, ask questions in real time, and connect directly with brands.

As a result, the industry is booming: revenue from live shopping is forecast to grow by 36% this year, accounting for 5% of all online sales in the US. This guide shares how to get in on the action. 

What is live selling?

Live selling, also referred to as live shopping, is the practice of retailers showcasing their products through livestreams (often on social media platforms or your online store), allowing customers to buy products in real time. A large component of this format is entertaining, educational, and informative shoppable videos, such as try-on demonstrations or tutorials. 

“Instead of going on QVC or Facebook Live just talking about the attributes or ingredients of your product, focus on how it’s going to make the customer’s life better," shared Sarah Moret, founder and CEO at Curie. "Focusing on problems and solutions is the most important thing if you’re doing live selling.”

Why live selling is a powerful channel

Live selling has the potential to revolutionize the retail industry. The convergence of live video and retail is gaining traction, especially among digitally native generations: while only 34% of Gen Z said they were interested in shoppable livestreams in 2020, that number has since jumped to 61%.

Live selling allows you to:

• Engage with your audience: The best way to build a loyal customer base is to connect through real-time engagement features like chat, Q&A, and polls. 
• Allow customers to make a real-time purchase: Customers want instant gratification, and live selling is the right tool for it—provided your product catalog is integrated with the live-shopping platform.
• Lower return rates: Online returns can happen if the product looks different in the flesh. Unlike static images on your ecommerce website, live commerce lets customers get a 360-degree view of the item, which can reduce retail returns and exchanges. 
• Scale your reach and sales: Once you set up the infrastructure for live selling, you can easily scale your business and reach a broader audience. It helps you leverage the online shopping experience while retaining the human element of in-person commerce.

Choosing your live selling platform

Major social media platforms (TikTok, YouTube)

Social platforms have recognized the huge potential of live selling. Some continue to expand their livestreaming capabilities and in-app shoppable features:

• TikTok’s live shopping is the best channel for product discovery and trends with younger audiences—especially when partnering with creators—though you won’t get as much customer data post-purchase.
• YouTube livestream shopping is ideal for deeper product storytelling and evergreen content that continues to drive return on investment (ROI) post-event—though it may require higher production investment.
• Amazon Live isn’t a traditional social media network, but it functions like one by pairing livestream commerce with Amazon’s marketplace audience. It’s useful for sellers already on Amazon, offering built-in reach, though you’ll trade off some control over customer data.
• Facebook/Instagram (Meta) has phased out native live-shopping features, and live shopping is no longer supported. You can still livestream on both platforms and promote products for brand engagement, but purchases now happen through tagged posts, Reels, or your store link rather than in-stream checkout.

Selling on a social platform has advantages—you don’t need an enormous media presence nor complex technical setup to get started with live selling. But while social media channels give you access to a broad audience, it’s difficult to capture customer data, emphasize branding, and repurpose content later.

Dedicated live selling apps

On dedicated livestream shopping platforms like Channelize or ShopShops, customers sign up to watch live broadcasts hosted by independent sellers or influencers. They can purchase products, ask questions, and leave feedback in real time during the stream.

Many of these platforms are tailored to the creator economy, giving influencers and small businesses new ways to monetize through direct sales. Just bear in mind that some live-shopping platforms take commission on ecommerce sales you make during the stream. Make sure this is factored into your budget, especially if you’re offering discounts or promotions to customers during the event. 

Your own ecommerce site

If you decide you want to own the live selling experience, app integrations can help you create awareness, engagement, and sales with a fully integrated shopping experience hosted on your online store.

Popular examples for Shopify stores include built-in apps and integrations that let you host directly on your store:

• Bambuser
• TalkShopLive
• Videeo
• LiveMeUp

The flexibility and freedom in terms of content and duration can offer great possibilities for your brand. Plus, the data you gather allows you to adapt and improve from one event to the next one. 

A quick comparison: Which platform is right for you?

With so many options available, choosing where to host your stream is a big decision—one that often holds retailers back from starting. Each platform has its own pros and cons—what works for one retailer might not work for another. 

Here’s a rundown of the best possible routes for you, depending on your priority: 

• Reach: Social commerce platforms like TikTok and YouTube are heavily pushing video content, including shoppable livestreams, particularly if you divert viewers to an in-app storefront. This makes them a good option if you’re prioritizing reach. 
• Audience building: Live selling on social media lets viewers follow your profile, but you’re not guaranteed to reach that audience with every subsequent post. 
• Data ownership: A live-shopping event hosted on your website—and only accessible if a viewer shares their email address or phone number—can give you a direct route to reach attendees after the event. You can also learn more about what works (and what doesn’t) with feedback from viewers to adjust your live-commerce strategy going forward. 

Rule of thumb: Use social platforms for reach and discovery, dedicated apps for creator-led selling, and your own site for customer data and loyalty.

💡Tip: Get the big picture on who your customers are with Shopify’s unified customer profiles. It compiles every piece of information you’ve collected on each shopper, including the products they’ve viewed and orders they’ve placed, in one place. Use this to segment your audience and deliver personalized campaigns with Shopify Email. 

The tech and tools behind a professional livestream

To start livestreaming for your retail store, you don’t need a huge budget or complex setup—just the basics to showcase your products professionally: 

• Camera: Most modern mobile phones have great cameras built in, so you can skip this one if you’re streaming from your device. Just remember to film using the rear camera, not the front (selfie) camera. (You’ll have higher quality video and more filming options.) 
• Microphone: Consider a mic that sits either on the surface in front of you or is clipped to your clothing. 
• Lighting: A live-shopping stream should show your products in their best light—literally. If you don’t have a light source (such as a ring light or softbox), position yourself in front of a large window to get natural lighting. 
• Streaming software: This depends on the platform you’re streaming on. TikTok, for example, has its own native live commerce feature with no need for additional software. If you’re live selling on multiple platforms simultaneously, you’ll need a multistreaming tool like Restream or Livepush. 
• Reliable internet connection: The last thing you want is for your internet connection to drop midstream. Buffering can also drive viewers away. Opt for a hardwired connection instead of Wi-Fi if possible.
• Moderators: While not a “tool” per se, a moderator can help keep your stream on-track when you’re busy talking. They can monitor comments, encourage engagement, and answer questions midstream. 

Nine live selling best practices and examples

1. Use live selling for pre-launch promotion
2. Build and engage your community
3. Leverage creator and influencer partnerships
4. Capture emails and SMS subscribers pre-event
5. Use giveaways and exclusives to boost reach
6. Drive sales with real-time interaction
7. Cross-promote the stream on multiple platforms
8. Offer in-store pickup for online orders
9. Analyze performance to optimize future streams

1. Use live selling for pre-launch promotion

If you’re hosting a product launch, consider adding live selling to your pre-launch marketing mix. It will help you drive interest, boost engagement, and increase sales.

Three Ships Beauty, for example, sells vegan and cruelty-free natural skincare products. Looking for ways to bring their in-person event experience online, they tested live selling to promote a new product—a Dream Night Cream—before they launched it on their website.

Saying the pre-launch strategy was a success is an understatement. During the event, they had 1,200 unique viewers, 356 orders in one hour, and a 26% conversion rate. Using live selling for the pre-launch brought Three Ships Beauty $25,000 in one hour.

2. Build and engage your community

This new chapter of commerce is all about having a strong and engaged community. Not only can a strong community drive repeat business, but you’ll be able to tap into their discussions to gather feedback and fine-tune your retail strategy. 

With livestreaming, you can enjoy a closer relationship with your target audience and make them feel like part of a community. Unlike traditional retail or ads, livestreams let you answer questions, get real-time feedback, and adapt instantly. This creates a sense of community ownership and loyalty.

Here’s what that looks like in practice:

• Welcome people by name.
• Ask and answer questions.
• Offer livestream-only discounts. 

3. Leverage creator and influencer partnerships

Creator-led commerce is booming, particularly on social commerce platforms like Instagram and TikTok. Creators influence one in every two purchase decisions amongst younger generations. Enlist their help to add an extra layer of credibility to your stream. 

Influencers, in particular, already have active social media followings—this approach can help you tap into that audience if you’re hosting a livestream on social media. 

Made by Mitchell uses this strategy in its TikTok live events. Founded by Mitchell, a social media influencer in his own right, the cosmetics brand partnered with other TikTok creators to host livestreams on the platform—including a series of Barbie-themed makeup tutorials to celebrate the launch of the movie. 

These live-shopping events, combined with targeted promotions on featured products, helped Made by Mitchell generate over $2 million in sales throughout the week. They also grew their TikTok following by 500K and reached 21K new users. 

4. Capture emails and SMS subscribers pre-event

If you’re dipping your toe into live selling, consider building a dedicated email list upfront. This will allow you to engage and excite customers for the upcoming event. 

Misha Hawaii is a women's jewelry collection that features exotic pearl strands and rare pearls. In addition to regularly hosting live events on Instagram, the retailer has created a dedicated list for their live shopping events. Customers who join the community get exclusive deals, personalized service, and access to their private Instagram livestreams every Friday. 

In return, Misha Hawaii captures emails in advance of their live sales, getting the opportunity to engage with their audience before every live event.

5. Use giveaways and exclusives to boost reach

Live giveaways, limited-time discounts, or free shipping are just some of the ways to boost excitement and get people to tune into your stream. 

Eidon Swim is a North American surf lifestyle brand on a mission to create a community for adventurous women through colorful, surf-friendly swimsuits. The brand combined live selling, influencer marketing, and live giveaways during their “adventure takeover” Instagram event. The results were mind-blowing: sales increased 318% from the day before, and they reached nearly 19,000 people on Instagram.

6. Drive sales with real-time interaction

Asking customers to participate by commenting or asking questions during the livestream is another way to make them feel like they’re actively involved and ultimately increase sales. This is also a fantastic way to easily engage and involve customers who can't attend in-person store events.

Sozy, for example, enhanced their live-selling experience by streaming try-ons for new products and selling them in real time. They encouraged them to write “SOLD” in the comments to begin transactions. This resulted in thousands of views and engagements.

“The best tip I have for crushing live selling is to create a strong email and SMS program," said Sam Mendelsohn, CMO at Sozy. "When going live, promote it to your audience via those channels to boost attendance. People love watching lives and seeing the product in action.”

7. Cross-promote on multiple platforms

It’s rare for customers to stumble upon a livestream and buy a product they’re seeing for the first time. Most shoppers require “warming up”—they need to view the item on multiple platforms, and see that it’s endorsed by different creators over a number of days (or weeks). 

An omnichannel strategy meets customers where they are with a seamless shopping experience that uses their data to personalize the content they see. In the context of livestreaming, that means cross-promoting the stream on every sales channel your target audience is using. 

For example, you could:

• Use QR codes to share live-shopping event dates in-store 
• Create clips from your livestream to repost as Instagram Reels, YouTube Shorts, or TikTok videos
• Embed product demonstrations from livestreams on product pages

8. Offer in-store pickup for online orders

Live selling works because it gives customers instant gratification. They can view a product demonstration and click the product tag to buy it in just seconds. However, waiting a few days for delivery can dampen their excitement. Continue the speedy shopping experience by making customers aware of in-store pickup options. 

Lola’s Cupcakes, for example, goes live on TikTok to promote their bakery goods. People who visit the product page on their ecommerce website can see local delivery and pickup options. Depending on their location, livestream viewers can place and collect their order within a matter of hours. 

9. Analyze your performance to optimize

The best way to see what resonates with your audience is to test different live-selling channels and platforms. Results from each new livestreaming event will help you optimize and improve the next one.

Dermalogica is a professional-grade skincare brand founded by a skin therapist. They’ve been hosting livestreams on platforms like Vimeo and Bambuser. The retailer mixes up as many variables as possible to see what works, what gets the most traffic, the best conversion, and the most value—so they can double down on it.

“We’ve tested different tools, different channels, different influencers, different offers,” says Jeff Johnson, head of commerce at Dermalogica, in an earlier interview. “We’re just trying to mix up as many variables as possible to guide us to what works for us and what gets us the most traffic, the best conversion and the most value that we can add to the influencer and the audience of that livestream.”

Pivot your retail business toward future growth

Online streaming is slowly becoming the new home shopping network for Gen Z—even for brands with a brick-and-mortar presence. Piggybacking on this social commerce trend can give you a significant first-mover advantage in your niche and help utilize both online and offline marketing to boost sales.

Selling your products live online may be the best way to build trust with your customers and bring them into your store. But for it to be a sustainable source of revenue for your retail business, you need the right infrastructure in place. Enter: Shopify.

Shopify’s unified commerce platform brings together your customer, order, and inventory data wherever you sell—livestreams and social commerce platforms included. In return, you get one business “brain” to manage every aspect of retail operations without the patchy middleware and technical complexity typically required to be a truly omnichannel retail brand.