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Senior luxury buyers are a key audience for livestreaming. More than 31% of respondents ages 65 and older had either used or were interested in livestreaming to make a luxury purchase, higher than any other group and well above the average of 23.4%.

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.

TikTok sister app Douyin is a livestream behemoth in China, where nearly 40% of internet users also engage in livestream shopping, according to our forecast. But in the US, the format hasn鈥檛 caught on in the same way.

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

In the US, just 18% of adults say they鈥檝e used livestream and video ecommerce, according to an October 2022 Insider Intelligence survey with Bizrate Insights. Brands shouldn鈥檛 shy away from livestream shopping in the US, but they need to be intentional about how they implement it.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why livestream shopping hasn't caught on in the US and the UK the same way it has in China, what TikTok is doing to make the US鈥檚 launch more successful than the UK's, and what shoppers are looking for from a livestream. Then for "Pop-Up Rankings," we rank the top four brands that have done livestream shopping well. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

Prior to TikTok Shop鈥檚 launch last September, live shopping platform Whatnot earned nearly 100% of social shopping gross merchandise value in 2023, according to a recent Earnest Analytics report. What鈥檚 Whatnot? Whatnot is a livestream marketplace platform, specializing in the sale of collectibles including sports cards, sneakers, comics, and vintage clothing.

YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube鈥檚 future.

Disney is encouraging its viewers to play. Instacart is balancing food content and advertising. YouTube is experimenting with less-intrusive picture-in-picture placements for livestreams. Here is how advertisers can capitalize.

On today's episode, we discuss how in-flight measurement helps marketers do more with less, the importance of an integrated cross-platform/media performance view, and how to be thoughtful about selecting KPIs. "In Other News," we talk about the significance of Nielsen regaining its accreditation for national TV ratings and what to make of Netflix struggling to livestream its "Love Is Blind" reunion. Tune in to the discussion with our analyst Paul Verna and Stephanie Gall, senior manager of measurement products at Cint.

On today's episode, we discuss the implications of the Federal Trade Commission thinking Amazon tricked customers into signing up for automatically renewing Prime subscriptions, whether it makes sense for companies to force livestream shopping on Americans, if speciality stores really work, the impact of Facebook and Instagram restricting news access in Canada, whether reduced inflation can save the day, what a real work-life balance looks like, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian, vice president of Briefings Stephanie Taglianetti, and analyst Evelyn Mitchell-Wolf.

One-fourth of creators said they go live to their followers via YouTube, making it the most popular livestreaming app ahead of TikTok (18.7%), Facebook (17.4%), and Instagram (14.0%), per an April 2023 survey by The Influencer Marketing Factory.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

On today's episode, we're at Shoptalk 2023 discussing why influencers might be the key to unlocking livestream shopping, what folks on the floor are saying about generative AI in retail, and how one company plans to redefine the fulfillment experience. In our new "From the Shop Floor" segment, we bring you the best bits from the most interesting retail events. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and chief content officer Zia Daniell Wigder, live from this year's Shoptalk event.

Livestream sellers like Orca that are primarily focused on TikTok would need to pivot, while upstarts like Whatnot would make a big push for new merchants and shoppers. Social platforms, primarily Meta and YouTube, could also dive back into the live commerce space.

Beauty is bypassing traditional ads, opting for a Super Bowl livestream across TikTok, Twitch, Instagram, and YouTube, offering giveaways and interactive elements to keep fans engaged throughout the game. Retailers are integrating shopping features. E.l.f. is sponsoring Tubi鈥檚 new Red Carpet Shop, enabling viewers to shop directly on the platform while watching the Super Bowl for free.

As TikTok Shop grows, parent ByteDance may look to spin off the ecommerce business, leveraging the power of creators and livestreaming to drive social commerce. Shein will dive deeper into 鈥渟upply chain as a service.鈥� More brands will take up Shein鈥檚 on-demand technology and marketplace to compete with larger fast-fashion players. Temu will challenge the 鈥渆verything鈥� store.

Albertsons, Costco, and Instacart are enhancing their retail media offerings. TikTok Shop reached a $1 million livestream. And three-time consecutive first place winner Walmart is developing immersive ways to shop and catering product lines to younger shoppers. Here鈥檚 our Unofficial Most Interesting Retailers List for June 2024.

Amid global economic gloom, Asia-Pacific remains a region of digital opportunities in 2023, highlighted by the increasing momentum of the metaverse in China, surging retail sales in India, and burgeoning livestream commerce in Indonesia.

Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.