I’ve often been asked whether the new phenomenon of live shopping, which gained significant traction during the COVID-19 pandemic, is the future of e-commerce and whether it’s something businesses should invest time and resources in.
I’ve previously introduced the concept of live shopping, including in my advice column, where the question centered around the future of e-commerce post-COVID. I argued that live video shopping clearly demonstrated how e-commerce reached new heights during the pandemic.
Since then, live shopping has remained a preferred way for consumers to shop online. That’s why I believe it’s worth exploring the phenomenon further to understand why this new sales method can be valuable for many businesses—even in a time without COVID-related restrictions.
What is live shopping?
Live shopping, live stream shopping, SoMe shopping—this trend goes by many names, but regardless of what you call it, it’s here to stay.
During the COVID-19 pandemic, businesses—both small local stores and large retailers—were forced to close their physical shops and rely heavily on online sales to stay afloat.
Out of this necessity, live video shopping emerged. Since then, it has become a brilliant example of how companies adapted to new consumer habits, often seeing impressive sales figures, according to several industry reports.
Live shopping in brief
In short, live shopping is a new way to shop online. You may already be familiar with the concept of TV shopping, where viewers could call in and order products they saw on screen. Live shopping is similar, but now it happens through digital platforms and company webshops.
Live stream shopping works through public live streams hosted by a business on a platform like Instagram or Facebook. Users can tune in to see what products are being showcased and explained—whether it’s new product launches, special deals, or highly requested items.The format allows viewers to ask questions in real-time via comments, creating a natural interaction between brand and consumer—just like in a physical store between customer and salesperson.
Instead of going to a store, live video shopping lets consumers stay at home and get inspired by live product demos, gaining insights they might not get from browsing webshops alone.
Many consumers report in various business surveys that they feel more inspired to buy products due to the user-friendly and accessible format.
A survey showed that 15% of respondents used online live shopping during the COVID lockdown in March 2021, and this number remained the same in 2022. So, even without lockdowns, the interest has persisted.
How and where did live shopping originate?
With stores closed and movement restricted, consumers could no longer shop as usual or get in-person guidance.
This led to the rise of digital platforms, especially social media, as shopping and interaction spaces. China led the way, followed by the rest of the world.
Social media platforms, particularly Instagram, have played a major role in the success of live stream shopping.
Instagram’s live shopping format enabled companies to reach their audience directly, while viewers could easily purchase products showcased during the stream.
How do you shop products from a live stream?
The whole idea of online live shopping is to make it easy and convenient for viewers to purchase showcased products. There are several ways to guide viewers to a purchase:
- Integrated shopping features on platforms like Instagram
- Live shopping apps connected to the stream (via third-party software)
- Links to the webshop placed visibly in the video description or comments
Instagram offers a built-in shopping feature, allowing purchases directly through the platform where the stream is hosted. Businesses can access Instagram Shopping by setting up a business account and connecting a product catalog.
It’s also possible to use third-party software to simplify the shopping experience. For example, Sprii (formerly Elisa) is a live shopping app that enhances the experience. Viewers can comment during the live stream with phrases like “Yes please #2,” prompting the software to send a personalized link to that product.
With this link, the viewer can go directly to the webshop and complete their purchase.
This kind of interactive shopping not only drives sales but also boosts video exposure, thanks to social media algorithms. This makes such software ideal for Facebook or TikTok live shopping events.
Businesses can also include a link in the video description or comments, directing viewers to their webshop to explore a wider product range.
How to get started with live shopping
Live video shopping is definitely here to stay. Many companies, both big and small, are already experimenting with the format and finding creative ways to introduce products. But how do you begin, and what’s needed for success?
Choosing your live shopping channel
The first step is deciding which channels to use. Instagram and Facebook are popular options with accessible live stream functions that are easy to engage with and compatible with live shopping apps for direct purchases.
Instagram and Facebook are especially useful for product promotion.
Other platforms like YouTube, TikTok, Amazon, and Twitch also support live stream shopping in various formats.
YouTube live shopping is particularly interesting. YouTube has long offered a trusted live streaming function, which has helped even small creators grow their views, likes, and shares significantly.
Live shopping on YouTube works similarly to Instagram and Facebook, with product links in the comments or video descriptions.
On many platforms, live streams are available after the broadcast, allowing the product presentation to reach an even wider audience.
The technical setup for live shopping
A smooth technical setup is essential for a successful live stream, ensuring a seamless experience and easy purchase options.
This can be achieved through integrated shopping functions like Instagram’s or third-party software connected to the business account.
There’s no one-size-fits-all approach to live streaming—it depends on the brand and products. However, it’s crucial to showcase products in high quality, with good lighting and an engaging host who can answer questions during the stream.
Investing in the right equipment can make a big difference. Good lighting, a decent microphone, and a strong internet connection can elevate the stream. Even a smartphone camera can work well for this format!
A friend of mine, longtime filmmaker and collaborator Casper Janning from Your Visuals, has helped many of my clients with live shopping setups. He’s passionate about tech gear, so if you’re looking to upgrade your setup, reaching out to a video professional like Casper could be worthwhile.
Influencers and live shopping
As live shopping has gained traction and more brands adopt this format to reach their target audiences, the role of influencers in online live shopping has also become increasingly relevant. At larger live stream events, it’s now common to see influencers or well-known personalities participating on camera alongside brand representatives—or even hosting from their own live streams.
This marks the latest evolution in live sales: influencer live shopping.
An influencer’s presence and presentation of a product naturally enhances the credibility of the product and the brand, offering viewers a unique opportunity to interact with influencers they already follow on social media. It can also help attract a larger audience, especially when a popular influencer appears in the live stream.
This is a natural extension of influencers’ usual presence on social platforms, where they typically promote products through posts or stories. With influencer live shopping, the experience becomes more personal and relevant for viewers, which can ultimately drive product sales.
Why is live shopping interesting for e-commerce businesses?
In my opinion, live shopping is especially valuable for online businesses because it enables a meaningful interaction between potential customers and the brand in a relatively simple way.
It increases trust for consumers when they can see products demonstrated in a natural setting with an engaging host who can respond to questions in real time.
There’s a lot of creative potential in live shopping, allowing brands to tailor streams to suit their identity—for example, by inviting relevant influencers to showcase their favorite products in a personal and relatable way.
Kristian, a partner at ICE Digital, also sent me a photo of their setup from their Nailster case.
Pros and cons of live shopping
Throughout this post, you’ve probably noticed that there are some clear advantages—and pitfalls—when it comes to social media shopping.
Below, I’ve outlined the main pros and cons I believe businesses should consider before diving into selling products via live streams.
Advantages of live shopping
With social media shopping gaining massive success both in Denmark and worldwide, it’s hard not to get the sense that this is a sales technique packed with potential benefits.
Here are a few examples:
- Interaction-based shopping makes products more relevant and engaging for viewers—in other words, it makes online shopping more appealing.
- Personal and credible presentation of products increases customer loyalty and can help attract new target groups.
- Easy and accessible shopping via social media platforms makes the experience smoother than ever and can help generate impressive sales figures.
Disadvantages of live shopping
Before launching a live shopping event, it’s essential to assess whether it makes sense for your brand. Is it worth investing the time and resources in this concept? Below are some potential drawbacks worth considering before jumping into a live stream event:
- Consumers are used to high-quality video with functional comment sections—live shopping therefore requires proper technical equipment to deliver a smooth experience. Good sound, proper lighting, and a stable connection must be in place before getting started.
- Live shopping demands strong hosting skills: both in terms of product presentation and in handling real-time audience interaction via the comment section. If influencers are involved as co-hosts, coordination becomes even more crucial. It’s often recommended to have more than one host representing the brand on the live stream.
- Not all products perform equally well in live shopping formats. So far, fashion and beauty have led the way, while electronics and home decor are also among the popular live shopping categories.
Selling Ferraris via live shopping might be a stretch—and probably not on-brand—but maybe used cars could work?
Case: Matas LIVE
I’ve handed over a bit of space to Michelle Weis, my dear sister, who oversees content at Matas, including their live shopping initiatives.
She’s previously shared insights on why great copy can drive sales.
This time, she offers her take on live shopping and gives a brief look at how Matas uses the format.
Matas LIVE is a format that has existed since 2020. At the time of writing, we go live at least twice a week, hosted directly on Matas.dk. We have trained hosts managing each session, and one of our top priorities is ensuring their personality shines through on screen. We believe their individual styles add relatable characteristics to the Matas brand that resonate with our audience. Matas LIVE is about people—and that should come through clearly.
Expertise is another key focus in nearly all of our Matas LIVE formats. We’re in a privileged position to produce valuable, advisory video content because we have in-house professionals like hairdressers, pharmacists, and product experts. We use them actively to ensure viewers feel confident in the advice they receive. This is why you’ll often see two people on screen—a host and an expert.
Our vision with Matas LIVE is to create a welcoming space. A place where we don’t talk to our customers, but with them. We thrive on this dialogue and the relationships we build with our audience.
When purchasing power moves to the couch
What do you do when the country shuts down and your customers are stuck at home binge-watching Netflix?
That was the challenge we faced at Matas in the early days of the COVID-19 pandemic in 2020.
Within 14 days, we launched a live concept that enabled direct interaction with our customers. It gave us a platform not only to offer product guidance via Matas.dk but also to simply be there with our audience—offering a sense of community in uncertain times. That space became what we now call Matas LIVE.
And that’s still what it’s called today.
Here are three tips that might be useful if you’re working with live shopping. Maybe they’ll work for you. They certainly have for us.
Reuse your content
Matas LIVE is more than “just” a live format. Each show is carefully planned to provide value—not only during the 45 minutes of airtime but also afterward, as the insights and guidance shared continue to be relevant.
We believe great content has long-term value. That’s why “evergreen content” is a core concept in our content team. When planning a live event, we anticipate long-term utility—especially when we address real pain points among users. We use search data and analyze question-based queries related to our topic so we know exactly what to address during the stream.
Everything we do is grounded in data, and this may be a big reason our live shows continue to deliver value well after they’ve aired.
One of my best tips? Treat your content as a video experience you can reuse across the customer journey. Especially if the live show is built around real user demand. Also, think about how you can build landing pages with strong organic potential by using search-based questions as your foundation.
Make your content snackable across channels
Create highlight reels from your live shows and distribute them across your owned channels. In short—use your content archive. It’s essential.
Even though the term “live” implies a fleeting moment, think of your archive as a treasure chest of content potential. If your show is planned well—and reused wisely—it becomes a rich content asset.
On our social channels, we activate our live shows by sharing standout moments and repurposing them across the Matas ecosystem. You should do the same if you can. Just think about how many valuable video minutes each live show leaves you with. Use them.
We primarily go live on Matas.dk, but our content is repurposed widely across our site: on the homepage, product pages, listing pages, and throughout the customer journey where it makes sense. No matter where you go live, consider how your website can support and amplify the experience. Could video clips from your live shopping sessions help guide users and drive conversions?
Think in content formats
You can benefit from thinking in formats and recurring concepts. This helps create consistency across your broadcasts and lets your viewers know what to expect when tuning in to a specific type of show—similar to waiting for a new episode of your favorite Netflix series each week.
We have a recurring format called Get Ready With (…): Each month, we go live with a host, expert, or celebrity who demonstrates a makeup look, hair styling, or similar routine—all while engaging in live dialogue with the viewers. It’s an intimate video experience that feels 1:1, even though the format is technically 1:many.
Bonus Tip
You might be thinking that going live is expensive—that it requires a high-end setup and lots of technical know-how. But when we go live, we do it with just an iPhone, a ring light, and a few extra lights. We call this our plug-and-play setup. You don’t necessarily need a big studio or professional gear to create great content.
In fact, we’ve found that this approach feels more authentic—and our users love it. Plus, I’m not super tech-savvy myself, so I’m grateful that this simple setup works brilliantly.
Is this the future?
Back to the original question: Is live shopping the future of e-commerce?
With strong sales results and growing consumer interest, everything seems to suggest that the live shopping concept is here to stay. There are plenty of benefits, and it’s relatively easy to get started with live streaming.
I also believe we can expect platforms like Facebook and Instagram to continue evolving their live shopping features and making them accessible to more and more businesses.
Right now, for example, there’s already buzz about integrating shopping directly into Instagram Reels—a format known for its high reach on the platform.
What the future holds exactly remains to be seen. But the ability to tailor each live stream to a brand’s specific identity and products opens up a world of creative possibilities. In my opinion, live shopping can easily become a regular part of your social media investment going forward.
Have you tried live shopping in your business?
Feel free to share your thoughts, tips, tricks, and experiences—I’d love to hear how others are approaching it.
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