Is live shopping the new frontier of global e-commerce? Apparently, yes.
Born in China and growing at a staggering pace to become a $400+ billion industry in 2023 (around 20% of the online market), it has now become a true language of sales and consumption.
While in Beijing or Shanghai it is common to buy a lipstick, a tech gadget, or even fresh fruit during a live stream, in Europe the phenomenon is only just taking its first steps. Yet it already represents a new business opportunity for those looking to sell abroad.
The “KOL-first” strategy and the Chinese model
In China, the mantra is “KOL-first.” Key Opinion Leaders are the absolute stars of live streams, empathetic figures halfway between influencers and sellers. A striking example is Li Jiaqi, known as the “Lipstick King,” able to sell fifteen thousand lipsticks in just five minutes on Taobao Live. The strength of this model lies in the trust consumers place in these reference figures.
The logic starts with the ability to turn shopping into an interactive show and the immediacy of the purchase process, made possible by native integration of entertainment and checkout. However, in Europe, the system requires much attention: European consumers are less attracted to charismatic personalities and more sensitive to authenticity. Coherence of values, cultural proximity, and community strength matter.
TikTok Live as a laboratory in the West
If there is a platform trying to replicate the Chinese model, it is TikTok. In the UK, TikTok Shop is already a well-established reality: in 2023, sales generated by live streaming grew 76% in just one year.
In the US, the phenomenon is more recent: TikTok is experimenting with fashion and cosmetics brands, integrating artificial intelligence to propose the most relevant live streams to each user, and trying to make the purchase process more personalized.
From Europe to micro-influencers
In Europe, the context is different, due to culture, language, and consumer habits. Here, the future of live shopping will not rely on big names, but on the ability to activate local micro-influencers. Creators with communities of 10k–50k followers often generate higher engagement than global stars and provide the proximity that becomes crucial at the point of recommendation. A case in point is Sephora UK, which successfully experimented with live sessions with local micro-influencers: less hype, more authenticity, and a direct relationship with the audience.
Platforms and the role of technology
Behind the success of live shopping are not only the faces of creators but also the platforms that have integrated native sales features. In China, this is handled by Taobao Live or Kuaishou; in the West, the challenge is split across social media: TikTok, Instagram, Facebook, and e-commerce platforms investing in live selling solutions such as Amazon Live or Shopify, as well as dedicated SaaS platforms like Bambuser and Livescale.
According to Forrester, brands that have adopted live commerce formats in the West have seen an average 30% increase in conversion rates compared to traditional digital channels. This confirms that technology is the true enabling infrastructure: not just video streaming, but an ecosystem integrating analytics, checkout, and gamification tools.
The most promising sectors
Some sectors are better suited for this new form of sales:
- Beauty: In China, over 35% of online cosmetic sales occur through live streams. In Europe, groups like L’Oréal have already tested interactive live sessions with great results.
- Tech: Xiaomi launched smartphones live combining unboxing and flash offers, while Samsung replicated the model for Galaxy Z.
- Food & Beverage: Eataly and Lavazza, in Italy, have launched digital formats for tastings and product presentations.
Live shopping and creator marketing
Europe demands authenticity, proximity, and creativity: when combined with the power of platforms and the energy of local creators, live shopping can evolve from a niche curiosity into a central lever for international growth.