Live Streaming E-commerce: A New Era of Retail or Just a Passing Fad?

Berto Horne


Livestream shopping

The retail industry has undergone significant changes in recent years, driven by advancements in technology and changes in consumer behavior. One of the leading changes is the rise of live-streaming e-commerce, also known as live commerce. Live commerce refers to the practice of using live-streaming videos to showcase products and interact with customers in real-time. This article will explore the phenomenon of live-streaming e-commerce, its impact on the retail industry, and whether it is a fad or a new era of retail.

What is Livestream Shopping?

Livestream shopping involves using live video to showcase products, engage with customers, and drive sales. The concept is similar to traditional television shopping channels, but with the added benefit of real-time interaction with customers. The host of the live stream can demonstrate the product, answer questions from customers, and provide product recommendations. Customers can make purchases directly through the live stream, making the shopping experience more seamless and convenient.

The use of live-streaming e-commerce has become increasingly popular in recent years, particularly in China. Platforms such as Taobao Live and Douyin have become major players in the e-commerce industry, generating billions of dollars in sales each year. This trend has become a success in the west and customers from US and Europe are making the best out of this trend.

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Benefits of Live Streaming E-commerce

The rise of live-streaming e-commerce has been driven by several key benefits for retailers and customers alike.

  • Increased Engagement: Live streaming e-commerce allows retailers to engage with customers in real time, providing a more personal and interactive shopping experience. By interacting with customers and answering questions, retailers can build trust and credibility with customers, leading to increased sales.
  • Reach a Wider Audience: Live streaming e-commerce can reach a wider audience than traditional retail channels. Customers from anywhere in the world can tune in to a live stream and make purchases, making it easier for retailers to expand their customer base and reach new markets.
  • Cost-Effective: Live streaming e-commerce can be a cost-effective way for retailers to reach customers. Traditional advertising and marketing channels can be expensive, but live-streaming e-commerce allows retailers to showcase their products and engage with customers at a lower cost.
  • Data Analysis: Live streaming e-commerce provides retailers with valuable data on customer behavior and engagement. Retailers can use this information to improve their marketing strategies, make informed business decisions, and offer more personalized shopping experiences.

Challenges of Live Streaming E-commerce

While there are many benefits to live-streaming e-commerce, there are also several challenges that retailers must navigate.

  • Technical Issues: Live streaming e-commerce requires high-quality video and audio equipment to provide customers with a seamless experience. Retailers must invest in the right equipment to ensure that their live streams are of high quality, which can be expensive.
  • Real-Time Interaction: Live streaming e-commerce requires retailers to be able to respond quickly to customer inquiries and feedback. Retailers must be prepared to handle questions and provide recommendations in real-time, which can be challenging for some retailers.
  • Competition: As the popularity of live-streaming e-commerce grows, competition among retailers is increasing. Retailers must find ways to differentiate themselves and stand out in a crowded market.

buywith: Leading the Way in Live Commerce

buywith is a leading live commerce platform that has been making waves in the retail industry. The platform connects consumers with brands through live video streams, enabling them to buy products in real time. We target customers in the US and EU countries where livestream shopping is prevalent.

One of buywith’s key features is their unique “Shop with me” allows influencers and customers to share their screens and make it a fruitful experience for customers. The platform also offers in-video purchases and a content creator marketplace where they train influencers according to your company.

buywith also offers several tools and features that make live commerce easier for sellers. The platform provides a user-friendly interface for setting up live streams, as well as features  for managing customer interactions and analyzing sales data. Brands can also access the content creator marketplace to look for influencers who can promote their products on livestreams to a wider audience. The live chat feature on the platform can increase customer engagement with the content creator and other influencers.

A beneficial feature of the buywith platform is that you can go live from anywhere from your desktops or smartphones. Also, the “live pop-up” function can help generate organic traffic in the livestream while using the app.

buywith offers its dashboard and analytics and exciting coupon codes to customers who are browsing through the channels. Brands can re-use their content and create content hubs which can be switched from time to time and shared frequently.


Overall, buywith is a cutting-edge live commerce platform that offers a range of features and tools for both sellers and consumers. With its focus on personalization, social commerce, and excellent customer support, buywith is well-positioned to continue growing and expanding its reach in the retail industry.

Bottom Line

In conclusion, live-streaming e-commerce is a growing trend in the retail industry, and platforms like buywith are at the forefront of this new era.

Live commerce provides a unique and personalized shopping experience that allows consumers to interact with sellers in real time, making it more engaging and interactive than traditional e-commerce.

With the advanced technology and features offered by buywith, such as adjustable screen size, multiple hosts, product highlights, polls and other interactive features. It makes brands connect with customers at a deeper level and it is clear that live-streaming e-commerce is not just a fad, but a promising new direction for the industry.

Berto Horne
Influencer & Creators Community Management

Berto Horne is the Influencer & Creators Community Manager at buywith, a leading live shopping platform and creator marketplace. Berto  is an expert in the influencer marketing and live shopping arena. Berto has a background in marketing and a track record as a brand ambassador for luxury brands. He has also made a name for himself through his personal lifestyle brand, The Perfect Gentleman (TPGent).


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