Also called livestream shopping, live commerce
Live shopping is selling during a live broadcast, with products purchasable while the stream is running.
It combines demonstration, urgency and answering objections in real time — the three things a product page does badly. Questions get answered as they arise, which removes the doubts that would otherwise end the visit silently.
Conversion rates during live sessions run far above normal e-commerce, on much smaller audiences. The trade is that revenue is concentrated into scheduled events rather than arriving continuously.
It suits products that benefit from being shown and explained. A file that speaks for itself gains little; anything visual, wearable or physical gains a lot.
In practice
A thirty-minute session to 400 viewers can outsell a week of passive traffic, because objections get answered in the moment they form.
Common mistake
Streaming without a checkout ready. Sending viewers to hunt for a link during the stream loses most of the intent it just created.
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