This FAQ breaks down livestream shopping trends and what they mean for marketers

Social commerce has hit a turning point as creators, younger shoppers, and built-in checkout push spending higher. Growth is accelerating, but it’s uneven—favoring platforms and strategies that turn attention into action.

Nearly half of US adults who have made a purchase via shoppable commerce have done so on social media, according to our February 2024 survey conducted by Bizrate Insights. But budding partnerships between brands and streamers may shift more commerce toward connected TV (CTV) platforms, especially around live events. For example, Paramount piloted a shoppable experience during the CMT Music Awards, NBCUniversal launched a new shoppable ad format ahead of this Summer’s Olympics, and Amazon added shoppable ads to its Amazon Prime platform.

US livestreaming commerce sales could reach $50 billion in 2023 and potentially account for more than 5% of total ecommerce in the country by 2026, per Coresight Research as cited by CNBC. With help from platforms like TikTok Shop, TalkShopLive, and Firework, brands should start experimenting with livestream commerce as adoption grows, especially among younger consumers.

QVC and HSN’s parent company makes a play for younger consumers: Qurate’s new Sune mobile app features a personalized video feed to drive product discovery.

Instagram is shutting down its livestream shopping business: The move is the latest sign of US shoppers' disinterest in livestream commerce.

Social commerce sales will reach $107.17 billion by 2025: While Facebook and Instagram will still attract the most buyers, it’s TikTok that’s making the most aggressive moves.

Walmart, TalkShopLive, Qurate expand livestream commerce options to bring in holiday shoppers: But celebrity guests may not be enough to overcome limited consumer adoption and awareness.

TikTok tests in-app ecommerce in the US: The platform hopes its shopping initiatives will offset lower-than-expected ad revenues, and help it gain ground against Meta.

TikTok bets on social commerce to deliver significant revenues: The platform is reportedly planning to build its own network of fulfillment centers.

TikTok will bring live shopping to the US after all: The platform is partnering with TalkShopLive for the launch, despite lackluster results in the US.

Walmart has big plans to grow its ad business: Its ad tech platform is working with TikTok, Snap, and Roku to measure how social media and CTV advertising affect sales.

The beauty industry is getting a digital makeover, thanks to Gen Z, viral TikTok trends, AR capabilities, and new consumer behaviors. Brands will need to take a multichannel approach to keep up.

Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.