After graduating from college, Kelsey Krakora worked full-time at a steakhouse in Cleveland, juggling bartending and serving tables. While she had casually sold clothes online in her spare time, it wasn’t her main focus—until 2021.
That’s when everything changed.
Krakora made the leap into live online selling, starting on platforms like Whatnot and later Poshmark, which allow sellers to host real-time video shows to promote and sell items.
“My first live show on Poshmark was on November 27, 2022. I didn’t sell a single item,” she admits. “But that didn’t last long!”
Today, she regularly sells around 100 items per show, generating roughly $1,000 in sales per stream. Each live show lasts about three hours, and she hosts two to three sessions per week.
“These events are inclusive, welcoming—you can literally shop in your PJs without ever stepping foot in a mall,” Krakora says.
#1Live Shopping Is Booming—But Is the West Ready to Catch Up?
Live shopping has long been a phenomenon in the Asia-Pacific region, especially in China, where platforms like Douyin (TikTok's Chinese counterpart) regularly host live shopping streams that attract millions. Now, this trend is making its way west, with European and U.S. brands beginning to experiment with real-time video commerce.
Often described as the modern-day evolution of shopping channels like QVC, live shopping allows sellers to demonstrate products, interact with viewers, and close sales—all in real time. But unlike the old cable-based shopping networks, this format caters to mobile-first, click-to-buy generations, cutting the buying journey down to seconds.
In a world where younger audiences are ditching cable TV and shifting toward social media and streaming, live shopping fills a gap traditional channels can no longer serve. With one-click checkout features popularized by platforms like Amazon, consumers expect speed, convenience, and entertainment—all in one.
The numbers back it up: the live shopping market is now valued at $32 billion, with fashion, cosmetics, and collectibles leading the charge. A 2024 survey by digital commerce platform VTEX found that 45% of U.S. consumers have either watched or purchased through a live shopping event in the past year.
According to Guillaume Faure, CEO of LiveMeUp, a live shopping video software company, the format exploded when platforms like Instagram Reels and YouTube Shorts entered the scene.
“When short-form video took off, we saw live shopping skyrocket too,” Faure says.
He notes that educational content drives a lot of engagement—think makeup tutorials, bouquet arranging, or skincare routines. This mix of utility and entertainment is what keeps viewers watching—and shopping.
#2Is Live Shopping Overhyped? Experts Warn of Its Limitations
Despite the buzz, not everyone is convinced that live shopping is the future of retail—at least not globally.
“A lot of companies have tested live shopping, but it simply doesn't scale,” says Sucharita Kodali, a retail analyst at Forrester Research.
“It might work in China, where brick-and-mortar stores aren't as widespread. But here in the U.S., most shoppers would rather try things on in person than watch someone else demo clothes on a livestream.”
Jonathan Reynolds, Academic Director at the Oxford Institute of Retail Management, agrees. He points out that China’s live shopping ecosystem is powered by KOLs (Key Opinion Leaders) like Li Jiaqi, famously known as the "Lipstick King."
“These influencers have spent years building trust and personal brands within highly advanced digital platforms. That level of integration and influence simply doesn’t exist yet in the West,” Reynolds explains.
Even Kelsey Krakora, a successful U.S. live seller, acknowledges the format has limits.
“Not everything works on a livestream,” she says.
“For example, I still prefer shopping for jeans in-person. I'm tall and very picky about the cut—I know which styles and brands fit me best.”
There’s also concern around the psychology of impulse shopping.
Bruce Winder, a Toronto-based retail analyst, says live shopping can encourage compulsive spending.
“The entertainment factor makes it addictive. Some consumers can’t stop watching—and spending—because they get caught up in the moment.”
#3Big Brands Are Betting on Live Shopping for Real-Time Engagement
Despite its challenges, live shopping is gaining serious momentum as more major brands and platforms embrace this interactive retail format.
Nordstrom, Kit Kat, Samsung, and L’Oréal have all hosted live shopping events, showcasing new and discounted products with the help of livestream hosts. Platforms like Amazon, eBay, TikTok, YouTube, and Instagram have also entered the game, joining Poshmark to offer consumers real-time product experiences.
“Live shopping lets shoppers have a conversation with someone who really knows the product, and that creates real excitement,” says Manish Chandra, CEO and founder of Poshmark.
“It builds a sense of community—shoppers aren’t just browsing, they’re part of a live event. It’s a very different vibe from the typical shopping trip.”
For some luxury brands, live shopping has proven to be a game-changer.
The House of Amouage, a high-end fragrance brand based in Oman, partnered with Nordstrom in late 2024 to launch live shopping events in the U.S., following strong success in the Asia-Pacific market.
In 2023, Amouage held 140 live shopping streams with Chinese influencers via Douyin and Taobao, selling over 3,000 fragrance units.
“Before, we relied on customer surveys,” says Renaud Salmon, Amouage’s Chief Creative Officer.
“Now, live shopping gives us immediate, actionable feedback—we take that insight straight back to our product team to improve and innovate.”
This real-time feedback loop offers brands a new way to connect with consumers, drive engagement, and boost sales—all while building a stronger, more responsive brand image.
