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Livestreaming commerce is still outperforming everything else. China鈥檚 version of livestream commerce has taken the world by storm since 2020. Although growth is now slowing, sales will still increase by a standout 35.0% this year.

Over half (52%) of US adults are either uninterested in or unaware of livestream shopping, per The 蘑菇AV Ecommerce Survey conducted by Bizrate Insights.

It also uses the space to film livestream shopping videos. Our take: Necessity is the mother of invention. Just as pop-ups burst onto the scene when there was no shortage of vacant storefronts in top-tier shopping areas, brands need to adapt to the current moment. They need to think creatively about how to develop real-world connections with consumers without busting their budgets.

It鈥檚 a fun experience, said Canaves, and 鈥渢he rollout of TikTok Shop is putting creators front and center, empowering them to become the next breakout stars of livestreaming, for example.鈥�. The company may look to draw on the success of Douyin in China, which saw a boost not only in ecommerce sales, but also service sales such as food delivery and travel bookings, as a result of shoppable livestreams.

Livestream shopping hasn鈥檛 taken off in the US. Less than a quarter (23%) of US livestream viewers buy products via live shopping shows, according to Coresight Research. While a slightly higher number of viewers buy products recommended by the host (29%) or buy the featured products after the show (34%), it鈥檚 still a low percentage making purchasing actions.

Livestream platforms like TalkShopLive can also help brands take advantage of live events like concerts or sporting events. Kate Hudson recently hosted a shoppable concert on TalkShopLive with Rolling Stone to promote her debut album 鈥淕lorious.鈥�.

More than half (54.4%) of US adults are uninterested in livestream shopping, per our April 2023 survey conducted by Bizrate Insights. Even among the 18-to-34 age group, lack of interest remains high at 47.1%.

Along with shopping livestreams, which so far have fizzled in the US, TikTok Shop also includes shoppable video and a marketplace. Although creators have jumped in chasing affiliate fees, brands remain cautious as they wait to see whether TikTok can create a shopping culture while also resolving issues around fulfillment and knockoffs. Predictions.

Livestreaming is where video and gaming overlap. Game streaming has taken off in the past decade. This year, 31.6 million people in the US will watch esports at least once per month. Twitch, used to watch non-esports gaming content as well as non-gaming content, will boast 35.3 million users this year.

Not only is Amazon implementing numerous initiatives鈥攊ncluding livestream commerce, a social shopping feature, and a TikTok-like content feed鈥攚ith the aim of making shopping on its platform more fun, but it鈥檚 also planning to launch a budget marketplace to compete directly with the new wave of Chinese ecommerce platforms.

TikTok is also taking the opportunity to promote its live-shopping feature with livestreams from brands like Benefit Cosmetics and COOLA, as well as popular creators including simplymandys and Stormi Steele. A smart play: The event is a savvy move from TikTok as it tries to become a more important ecommerce player and protect itself from a potential ban.

While it鈥檚 still early days, shoppable TV may leapfrog livestream commerce in popularity given that it鈥檚 an extension of viewers鈥� existing behaviors. Go further: Read our Shoppable Media Explainer 2024.

Its highest-profile moves include partnering with Shopify last year to allow creators and merchants to sell products on their channels, expanding livestream shopping capabilities, and adding shopping features to YouTube Shorts. YouTube鈥檚 efforts come at a time when TikTok is moving aggressively to build up a major social commerce platform.

Livestream commerce hasn鈥檛 quite caught on with US consumers yet. But as it鈥檚 a major part of TikTok Shop鈥檚 ecommerce push in the US, the channel may start to gain adoption in the year ahead. Use this chart:. Identify where worldwide shoppers are finding products and where they are buying them across social and digital channels. More like this:. What鈥檚 happening with TikTok Shop?

Influencer-led livestreaming: TikTok initially focused on replicating the successful model from China, where influencers encourage viewers to make purchases in real time. However, this approach has faced challenges gaining traction outside of Southeast Asia. Private label brands: A 鈥淭rendy Beat鈥� shopping section launched in the UK sold viral products under TikTok鈥檚 parent company, ByteDance.

The top immersive experience investment priorities over the next 12 months among respondents are: data/artificial intelligence (AI)-enabled content for personalization (average rank of 3.3), virtual reality/augmented reality-enabled virtual try-on (3.4), virtual stores (3.9), virtual events/fashion shows (4.1), social shopping (4.3), livestreaming (4.3), and gamified shopping (4.6).

A core part of TikTok鈥檚 plan relies on livestream ecommerce, something that has yet to take off in the US. 鈥淚f any social app can make live commerce and in-app checkout happen in the US, it鈥檚 probably TikTok,鈥� said our analyst Jasmine Enberg. Where the platform may have more luck is with visual search, which TikTok is testing in non-US markets.

The service, which has two tiers, offers customers unlimited cloud storage, editing tools, and live streaming capabilities. Subscribers also receive guaranteed camera replacement, discounts on accessories, and money off their next GoPro camera purchase.

Brands have since pivoted to using the platform to feature behind-the-scenes exclusives or even to livestream fashion shows. Discount retailers use TikTok to provide inspiration and help consumers stretch their dollars. Walmart is leaning into value-focused aspects, sharing recipes and meal ideas for consumers looking to keep costs down.

The news: ESPN sees the fractured sports livestreaming landscape and wants to offer a solution. The Disney-owned sports broadcaster has reportedly reached out to competitors and sports leagues to create a sports streaming hub that directs users to the services where games are broadcast, CNBC reports.

Following a successful test during the 2022 holiday season, Bloomingdale鈥檚 Outlet has extended its partnership with livestreaming mobile app ShopShops. ChatGPT and other generative AI solutions may play a big part in fashion ecommerce, helping brands enhance product search and discovery, generate product descriptions, or even customize or co-create products.

South Korean search giant Narvar acquired Poshmark last year, and the company is now looking to develop livestreaming as a channel for its sellers to engage with shoppers more deeply. US retailers are rushing into the marketplace arena.

Livestream ecommerce still hasn鈥檛 taken off in the US. Livestreaming made TikTok鈥檚 sister app Douyin a retail success in China, where we forecast shoppers will spend $234.75 billion on livestreaming social commerce in 2023, accounting for 45.4% of the country鈥檚 social commerce sales.

Instead, marketing and ecommerce professionals will lean more heavily into livestreaming events over the next 12 months as digital buyers鈥攑articularly in Brazil鈥攃ontinue to adopt livestream commerce as a purchasing channel in Latin America. Social and search will lead in the paid media mix. Ad buyers will stick to what they know best: social media.

Global prestige beauty brands have leaned heavily into well-developed digital channels that drive online sales, working with leading ecommerce platforms, participating in major online shopping festivals such as Single鈥檚 Day, and partnering with top influencers and celebrities on livestreaming. To see the full forecast, click here.