Live Shopping: the perfect blend of entertainment, authenticity and real-time e-commerce

What is Amazon Live shopping?

Amazon Live is like QVC for the Prime generation. It’s built into Amazon’s shopping ecosystem, which means creators and brands can go live on the biggest ecommerce platform.

Hosts can demo products, drop exclusive deals, and answer questions in real-time. Viewers can add items to their cart or purchase directly without leaving the stream. It’s especially useful for launches, limited-time offers, or product education.

Amazon Live shopping isn't available yet in the UK. But brands can go live on their storefront. 

What is Instagram Live shopping?

Instagram and sister platform Facebook do not have as robust a feature as TikTok for live shopping. But Instagram Live lets brands and creators tag products in a live video and sell directly inside the platform. Lives are only easily accessible by followers, so it feels more intimate and authentic. 

Viewers can see how products look in real life, ask questions via comments, and tap to shop on the spot. It’s perfect for beauty tutorials, outfit try-ons, or unboxings. Keeping it visual and engaging.

Dedicated live shopping platforms like Highlight Crafts

Highlight Crafts is a niche-focused live shopping app that hosts regular live sales events. 

Unlike broader platforms, Highlight Crafts is designed for niche crafting communities. Sellers can showcase supplies, walk viewers through demos, and drive instant purchases in a highly targeted environment. 

These platforms often offer built-in CRM tools, seamless checkout, and repeat-show scheduling for loyal shoppers. They can be ultra-effective for ecommerce businesses looking to reach niche target audiences. 

How does social media live shopping differ from TV channels like QVC for shopping live?

Live shopping on social media platforms is community-focused, real, and two-way. Most of the time, the host isn’t a polished presenter. Instead, they’re a creator or shop assistant talking directly to their audience in the moment.

It’s spontaneous and interactive: people comment, hosts respond, and products sell instantly. In contrast, TV shopping channels like QVC or the Home Shopping Network, which was one of the first live shopping platforms, are more scripted and slower-paced. Viewers phone in, rather than chat live. 

Social media also allows brands to reach target audiences, rather than the broad reach of TV. These online marketplaces create a new live shopping experience suited to younger generations. 

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Examples of sectors that dominate Live Shopping in the UK

Of course, some sectors fit live shopping more than others. Let's learn about four key industries. 

Fashion and accessories: the live catwalk

Fashion influencers are already trendsetting. Now, some big British brands are using live shopping sessions to connect with their viewers, launch collections, and make special offers in real time. 

Zara did a unique type of ‘livestream shopping’ with an event and video section featuring Cindy Crawford, where consumers had live links to the garments being shown so they could buy them right then and there and access discounts. A moderator answered questions from the audience. While there was no live interaction, it's a different way of live shopping that this global brand came up with.

But they are not the only ones; small entrepreneurs in this sector are the ones who sell the most on Instagram and TikTok. There, showing each garment or product, consumers place their orders and interact. Many do the live broadcast from their physical store.

Quick case study: Skinnydip London

Skinnydip London is embracing live shopping sessions on TikTok. Their approach is refreshingly simple: a team member hosts a live session in front of a branded backdrop, walking viewers through the latest products and answering questions in real time. The brand adds exclusive perks, like free shipping, available only during these live events.

The results speak for themselves. Since launching live shopping in 2023, Skinnydip has sold over 10,000 products, from T-shirts to phone cases. This strategy isn’t just about sales; it’s about meeting customers where they are and creating authentic, two-way conversations that drive brand discovery and loyalty.

Beauty and cosmetics: the tutorial becomes a shop

This is another of the big sectors for influencer marketing and live shopping. Small shops selling perfumes, cosmetics and similar products are packed at all hours, regardless of the TikTok algorithm. But they are not the only ones. Many UK brands such as Miin, Druni and Primor broadcast live to showcase products, offer discount codes and provide instant answers.

Quick case study: L'Oreal

L’Oréal is a standout in live shopping thanks to its smart mix of tutorials, AR try-ons, and interactive demos. Instead of just showing products, they teach people how to use them. On TikTok Shop’s Super Brand Day in the UK, L’Oréal pulled in over $1 million in sales in just 24 hours.

Globally, the brand runs similar events with a strong local focus. This lets them tap into regional trends, cultural moments, and partner with local influencers to boost trust and engagement.

Food and viral products: from the kitchen to the shopping cart

Another major trend is food products, which continue to grow. One of the most viral products to appear on Live Shopping is sweets.

The interesting thing is that many of these live streams are carried out by small entrepreneurs or specialised shops that have found a way to connect with very specific niches through live streaming. 

Quick case study: SoSweet

SoSweet is one of the UK’s top sweet shops on TikTok Shop. The rocketed sales by leaning hard into live shopping. They stream almost every weekday, using real-time feedback from viewers to tweak what’s on offer. With over a million followers and generating over £2.3 million in sales in 2023, SoSweet proves how powerful consistent, engaging live content can be.

Quick case study: Jessica’s Sweets

Jessica’s Sweets keeps it simple and fun with frequent TikTok live sessions. Think taste tests, giveaways, and loads of pick-n-mix grab bags. The brand uses live shopping to connect directly with fans and turn views into sales. 

Electronics and mystery boxes: the new trend on TikTok

As with everything, there are times when a product or sector becomes a trend. This is what is happening right now with mystery boxes and electronic products. More and more entrepreneurs are using live shopping, offering products returned from department stores at low prices. The dynamics are very different, from bidding on products at less than half price to selling mystery boxes that are opened live so that everyone can see what the user has bought.

Once again, entertainment is mixed with the possibilities of entrepreneurship and finding good products at low prices.

Quick case study: Samsung

Samsung has embraced live shopping across global markets, including the UK. Samsung Live events offer real-time demos, expert Q&AS, and instant purchasing via the brand’s website and YouTube. In one example from Mexico, a single live session drove a 192% spike in site traffic and a 129% jump in cart adds — all within an hour.

In the UK, Samsung has adapted this format with locally tailored content and partnered with tech platforms like Smartzer to create clickable, interactive streams. They’ve even gone big with live gaming competitions broadcast from London’s 3D Piccadilly screen. 

How to implement a Live Shopping Stream strategy for your brand

Marketing experts who want to incorporate this digital strategy into their brand should pay attention to certain elements of Live Shopping:

1. Define your objectives

The best way to start is by clearly defining the main objective of your influencer marketing and each Live shopping session. Is it to increase sales, position certain products, sell a single product, or attract new customers? Who is your target audience?

This will allow you to determine whether it is better to have an influencer as a host, or to do it with UGC or your own staff.

2. Choose the right platform for Live Commerce

As a brand, you have to decide on the social media platform, whether it's TikTok, Facebook, or Instagram. The most powerful option for live shopping is TikTok. But you have to see where your audience is most active. 

If your audience is on Instagram, then it's better to run a live shopping stream there. Some brands decide to go multi-platform and cover both social networks in the same Live. That will depend on your administration and management capacity, both during the live stream and afterwards.

3. Choose your hosts carefully

These can be TikTok influencers, brand ambassadors, team members or charismatic people you hire to be hosts. The idea is that they are authentic, dynamic people who entertain and answer any questions during the live stream, as well as make sales. A good practice is to have a presenter who already knows and loves the product. You can use an influencer platform to find someone who aligns with your brand.

4. Plan, but leave room for spontaneity

One of the top benefits of live shopping is spontaneity. But there needs to be some planning and structure in terms of dynamics, payment methods, etc. Do a little pre-production before going live to make sure everything is ready and will flow smoothly. Just as there are best times to post on TikTok, there are also times when more people are connected to live streams.

5. Measure and adjust

The best way to improve your strategy is to analyse the metrics and conversion rate that Live Shopping generates for your brand. This is very easy to see in the number of sales, people connected, etc. All of this will be useful for improving future strategies and seeing engagement on TikTok. You can measure results on social media platforms, live shopping apps, or by tracking promo codes using affiliate influencer marketing. 

Success stories and VIPs: brands and creators who are killing it with Live Shopping Streaming

Live shopping is a great concept. It can bring higher conversion rates and encourage engagement. Below are a few examples of companies with successful live shopping campaigns. 

AliExpress & Olivia Attwood: Livestreaming fashion

TV personality and fashion/beauty influencer Olivia Attwood is leading AliExpress’s live shopping streams in the UK as its “It Girl” ambassador. She hosts interactive sessions where fans can shop curated fashion picks, ask styling questions, and get real-time product demos.

The initiative, It Girls by AliExpress, invites influencers to build their own shopfronts and connect with audiences through live video. While livestream shopping is well-established in AliExpress's native China, Attwood is helping introduce UK shoppers to this more dynamic, trend-driven experience.

AliExpress plans to grow the program, with top creators earning the chance to launch their own fashion lines later this year.

Leomie Anderson & Tommy Hilfiger: Live shopping host

British model and activist Leomie Anderson has fronted live shopping events for major brands like Tommy Hilfiger, joining hosts and fellow guests to showcase trending styles.

In the livestream, Anderson shared styling tips, answered audience questions, and highlighted key looks like reversible bombers and logo tees. With a runway background for brands like Victoria’s Secret and Burberry, Anderson brings high-fashion clout and authenticity to live commerce.

Label Source: High-end fashion gets personal

Luxury retailer Label Source (@label_source, 98,500 followers, TikTok) sells authenticated designer pieces. The host responds to real-time requests, showing the items viewers want to see— whether it's a close-up on stitching or how a bag wears crossbody. In between, the hosts talk about recent events, such as the Met Gala, and how the weather is holding up. 

Each product is verified and explained clearly, helping viewers feel confident with high-ticket purchases. The format makes premium feel approachable, and turns browsers into buyers by offering direct answers and high-trust handling live.

Selling on the stream: Is it worth starting live shopping on social media platforms?

The answer is definitely yes. Especially if you are in the UK. Livestream shopping is here to stay and is changing the rules of the game for e-commerce businesses. Brands that get ahead, experiment and build real communities around their products are the ones that will make a difference.

Whether it's on TikTok, YouTube or your own website, successful live shopping combines the best of content, sales and brand experience. And in a market like the UK, where authenticity and community are so highly valued, it makes perfect sense.

At Kolsquare, we can help you find influencers to be ambassadors and hosts for your brand, who will carry out Live Shopping or encourage the audience to join Live Shopping events, helping you achieve all your goals.