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.
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