Over the past several years, the internet has become more accessible and online paywalls more secure. Combined with consumers\u2019 appetite for convenience, this has propelled eCommerce\u2014and now its next growth engine: live commerce. In 2025, analysts project <\/span>global live-commerce GMV to reach approximately USD 169 billion<\/span><\/a>, with Asia (especially China) leading the charge and the Americas and Europe rapidly catching up. Fashion and beauty dominate adoption, while electronics, health, and wellness are among the fastest-growing sectors.<\/span><\/p>\n Why now? Post-pandemic shopping behaviors have stuck: audiences are increasingly comfortable discovering and purchasing inside streams. At the same time, AI-powered tools (for product tagging, assisted hosting, and automated highlights) and integrated payments have lowered production friction and boosted conversions. Platforms like TikTok Shop have normalized live selling in the West, but retailers and brands are increasingly seeking more control over their data, user experience, and margins.<\/span><\/p>\n That\u2019s where solutions like Dacast come in. Unlike social-only streaming, Dacast offers a white-label, secure, multi-device live commerce platform that lets you embed shoppable video directly on your own site or app while still simulcasting to social media if desired. This approach gives you first-party data, flexible monetization, and brand consistency\u2014positioning Dacast as a powerful alternative to relying solely on social platforms.<\/span><\/p>\n In this post, we\u2019ll break down what <\/span>AI in live commerce<\/span> is, why it works, and how to launch a high-converting live-shopping strategy with the right tools.<\/span><\/p>\n Live commerce is an innovative tactic for online selling with several important benefits.<\/span><\/p>\n Live commerce is using live streaming in eCommerce <\/span>for sales<\/span><\/a>, marketing, branding, and more. This tactic is used in both B2C and B2B <\/span>eCommerce live selling<\/span> to connect with their audience to build brand awareness and make sales.<\/span><\/p>\n One notable use of live commerce was during the 2020 Amazon Prime Day sale. The Amazon home page featured different live streams throughout the day that\u00a0<\/span><\/p>\n Anyone can use <\/b>live video commerce trends<\/b><\/a> for their eCommerce business.<\/b><\/p>\n Live commerce could be used by any business that uses an eCommerce model and sells products online.\u00a0<\/span><\/p>\n As we mentioned, <\/span>Amazon<\/span><\/a> used live commerce during their 2020 Prime Day event. However, they didn\u2019t stop there. The platform now features a section of the site called Amazon Live. This feature gives sellers and members of the Amazon Influencer program the ability to highlight top products in a variety of different categories.\u00a0<\/span><\/p>\n The video players on Amazon Live are surrounded by direct links to the featured products and a chat tool for viewers to interact. Viewers can also browse a collection of past live streams with other featured products.<\/span><\/p>\n Alibaba.com and eBay have also incorporated similar features for their users.<\/span><\/p>\n Sellers who list their products on independent storefronts, or their own websites, can also use live video commerce. They can incorporate <\/span>live streaming<\/span><\/a> on their website with a white-label streaming solution, or they can live stream on social media.\u00a0<\/span><\/p>\n Although live streaming directly through your website gives you more control over the branding and other elements surrounding the video player, many opt to go live on Instagram or Facebook. The value of live streaming on these social sites is that they are absolutely free to use, and they allow you to tap into your existing online community. These platforms are also very user-friendly, so it is easy to get started in minutes.<\/span><\/p>\n Many businesses are still realizing the benefits of live commerce. Using this content medium in sales, marketing, and branding can help you to connect with your audience in ways that text, images, and other static content cannot.<\/span><\/p>\n Let\u2019s take a look at a few notable benefits of live video commerce.<\/span><\/p>\n Did you know that <\/span>80%<\/span><\/a> of people would rather watch a live video from a brand than read a post on their blog? Live streaming is much more engaging because it makes viewers feel like they are part of more intimate discussions with brands.<\/span><\/p>\n The real-time nature of live streaming can help your viewers feel like they are on a video chat with a friend rather than watching a heavily edited pre-recorded video. Interactive overlays such as polls, clickable product tags, and Q&A sessions also add another layer of participation.<\/span><\/p>\n When a video is being streamed live, it creates a bit of \u201cFOMO.\u201d Viewers don\u2019t want to miss out and are likely to immediately direct their attention to a video that may not be available at a later time.<\/span><\/p>\n Stat: As of Q1 2025<\/span>, TikTok boasts the highest advertising engagement rate \u2013 5.3% \u2013 outpacing Instagram, YouTube, and Facebook<\/span><\/a>, highlighting the exceptional audience interaction possible with video-based content. <\/span><\/p>\n Although many people enjoy shopping online, there are still some people who would like to buy certain products in person. Sometimes, pictures don\u2019t truly show the quality of a product, which makes some people uneasy.<\/span><\/p>\n Clothing is one major product that people like to buy in person because photos can make it difficult to really see the fit and fabric. However, when retailers or influencers try on the items on video and show multiple views of the products, buyers get a better idea of what the products are like.<\/span><\/p>\n AI personalization and real-time product recommendations now make this experience even closer to in-store shopping. For example, in 2024, <\/span>Shein\u2019s \u201creal-time retail\u201d approach<\/span><\/a>\u2014leveraging AI to detect trendy styles and rapidly produce tailored items \u2013 helped the company surpass $30 billion in revenue that year. <\/span><\/p>\n Live streaming is very affordable, which makes it quite accessible. There are free ways to live stream via social media, but even going with a more professional route is pretty attainable.<\/span><\/p>\n For live commerce, it\u2019s possible to live stream from your phone or tablet at a decent quality. All you would need to pay for is a <\/span>smartphone streaming app<\/span><\/a> and a <\/span>professional streaming solution<\/span><\/a>.<\/span><\/p>\n As you scale, additional investments will likely be required, but it\u2019s pretty cheap to get started. Mobile-first tools have made it even easier, with platforms like TikTok Shop expanding across Europe \u2013 fueling a <\/span>revenue spike of 38% in 2024 to reach $6.3 billion<\/span><\/a>.\u00a0<\/span><\/p>\n It\u2019s very easy to start streaming, especially if you are streaming from your smartphone. You\u2019ll likely have to download an app or two if you don\u2019t have them already, get your products set up, and start streaming.<\/span><\/p>\n Thanks to the impressive developments in live streaming technology over the past several years, there\u2019s no need for much technical know-how. Analytics-driven engagement tools now give sellers instant insights into what\u2019s resonating, while platforms like Amazon Live support seamless adaptation of streams in real time to audience behavior.<\/span><\/p>\n Stat: In 2025, <\/span>82% of Amazon sellers are using FBA for streamlined logistics and fulfillment<\/span><\/a> \u2013 many of which rely on analytics and optimization tools to drive growth.<\/span><\/p>\n As we mentioned, you can use live commerce through an online marketplace or through your independent platforms.<\/span><\/p>\n You can use live commerce on either of these types of platforms in a multitude of ways. The only constraints are your imagination and creativity. If you can think of it, you can do it.<\/span><\/p>\n That said, let\u2019s look at a few of the most common ways that eCommerce brands are using live streaming.<\/span><\/p>\n Influencer marketing is a tactic that brands use to promote their products via influential public figures with a similar target audience.\u00a0<\/span><\/p>\n For example, a baby clothing brand would partner with a mom whose brand is built around motherhood and her children. A video game company would partner with a gamer who is known in the eSports community. Sometimes, influencers are celebrities, like actors and singers, and other times they are content creators that have worked intentionally to become influencers.<\/span><\/p>\n Influencer marketing opens a lot of doors for live commerce. In fact, live video campaigns <\/span>boost video engagement<\/span><\/a> by twice as much for influencer marketing.<\/span><\/p>\n A growing trend is the rise of \u201clive commerce creators\u201d \u2014 influencers who specialize in live shopping formats. Micro-influencers in particular are delivering high ROI, with studies in 2024 showing that they generate up to 40% higher engagement rates than larger celebrities in live shopping streams.<\/span><\/p>\n In many partnerships of this nature, brands require that their influencer partner posts photos, videos, and blog posts of them using selected products. Sometimes, the brands give influencers special promo codes to offer to their followers to go along with these posts.\u00a0<\/span><\/p>\n However, there are a few ways that you can incorporate live video streaming into these contracts. A popular one is to have these influencers unbox your products on live streams. This lets the audience see their real reactions and impressions of your products.<\/span><\/p>\n Another approach is to co-host live streams on your branded platforms with relevant influencers. This helps you both build your following and hopefully \u201cinfluence\u201d the viewers to buy your products.<\/span><\/p>\n Online auctions have been around since the birth of eBay, but live streaming takes this to the next level.\u00a0<\/span><\/p>\n Estate auctions and fundraiser auctions are two popular types of auctions that are streamed online. The real-time nature of these auctions puts a bit of pressure on bidders, and that urgency can help to increase sales.<\/span><\/p>\n Beyond consumer sales, B2B auctions and liquidation events are increasingly turning to live formats. Retailers use live liquidation auctions to move excess inventory quickly, while B2B platforms host live bidding<\/span><\/p>\n \u00a0sessions for equipment, wholesale goods, and surplus stock. This approach combines urgency with transparency, driving faster decision-making and stronger participation.<\/span><\/p>\n Many brands use live streaming to allow remote guests to \u201cattend\u201d major events. Fashion shows, product reveals, and other similar <\/span>events<\/span><\/a> would fall into the <\/span>live commerce 2025<\/span> category.<\/span><\/p>\n Today, this goes even further. AR try-ons and 3D product views are being integrated into live event streams, allowing customers to virtually test how a pair of sunglasses looks on their face or spin a product in 360\u00b0 directly within the broadcast. These immersive experiences bring digital events closer to real-life shopping.<\/span><\/p>\n Again, you can stream just about any event you host, so there are very few limitations here.<\/span><\/p>\n Another increasingly popular use case for live commerce is exclusive product drops and flash sales. Brands create anticipation by teasing launches and then hosting live \u201cdrop streams\u201d where products are revealed and sold in limited quantities. Adding countdown timers and limited-stock notifications amplifies urgency, boosting conversion rates dramatically.<\/span><\/p>\n Streetwear brands, cosmetics companies, and consumer electronics brands are especially leveraging this model to create hype and sell out products within minutes.<\/span><\/p>\n One of the most powerful evolutions of live commerce is the integration of embedded checkout flows. Instead of redirecting customers to external pages, modern platforms allow buyers to purchase products without ever leaving the stream.<\/span><\/p>\n This frictionless path from discovery to purchase reduces cart abandonment and turns live video into a direct sales engine. In 2025, platforms like TikTok Shop, Amazon Live, and white-label providers such as Dacast are standardizing this feature to help sellers capture impulse buys in real time.<\/span><\/p>\n Since live commerce offers so many potential use-cases, it is important to learn which best practices are most applicable to yours. That\u2019s why we\u2019ve put together a few tips for making the most of live commerce. Let\u2019s check them out.<\/span><\/p>\n Creating hype before a live stream is a great way to ensure attendance. Make posts leading up to your live stream to tease the reveal of a new product, product line, or even exciting news. Make the contents of your stream feel like insider knowledge that your audience won\u2019t be able to resist.<\/span><\/p>\n If you are streaming on Instagram, a live stream countdown can also help to build the excitement. Professional streaming solutions like <\/span>Dacast<\/span><\/a> also support live stream countdowns if you are streaming to your website.<\/span><\/p>\n As we mentioned, influencers can play a major part in live commerce. Get as strategic as possible with collaborations so that you can leverage the influence and following of public figures and brands.<\/span><\/p>\n Make sure that you\u2019re choosing brands and influencers who share both a target audience and brand values with you. You want to make sure that your brands align as much as possible for the best results.<\/span><\/p>\n Keep the audience engaged in your streams in order to keep your viewership up and to make more meaningful connections.<\/span><\/p>\nTable of Contents:<\/b><\/h2>\n
\n
What is Live Commerce?<\/b><\/h2>\n
![\"what](\"https:\/\/www.dacast.com\/wp-content\/uploads\/2021\/04\/what-is-live-commerce-1-1024x683.jpg\")
Benefits of Live Commerce<\/b><\/h2>\n
It\u2019s Engaging<\/b><\/h3>\n
Lifelike Shopping Experience\u00a0<\/b><\/h3>\n
It\u2019s Affordable<\/b><\/h3>\n
It\u2019s Easy to Do<\/b><\/h3>\n
How to Use Live Streaming for eCommerce<\/strong><\/h2>\n
![\"Live](\"https:\/\/www.dacast.com\/wp-content\/uploads\/2021\/04\/Live-Video-Commerce-1024x692.jpg\")
Influencer Marketing<\/strong><\/h3>\n
Live Streamed Auctions<\/strong><\/h3>\n
Live Event Streaming<\/strong><\/h3>\n
Product Drop Streams & Flash Sales<\/strong><\/h3>\n
Embedded Checkout Flows<\/strong><\/h3>\n
Tips for Making the Most of Live Streaming eCommerce<\/b><\/h2>\n
![\"live](\"https:\/\/www.dacast.com\/wp-content\/uploads\/2021\/04\/live-streaming-ecommerce.jpg\")
Live Commerce Best Practices\u00a0<\/strong><\/h3>\n