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Live Shopping Networks Statistics 2025: 91+ Stats & Insights [Expert Analysis]
- October 16, 2025
- 4:10 pm
Your go-to, up-to-date reference for live commerce stats, and benchmarks
Table of Contents
Global Market & Growth
The global live commerce / live-stream e-commerce market is expected to grow at a CAGR of ~32.0% from 2024 to 2030, reaching about USD 77.89 billion by 2030.
In China, live commerce is deeply mature: in 2023, livestreaming e-commerce generated nearly USD 682.5 billion (≈5 trillion yuan).
Some sources estimate that globally, livestream commerce might grow from USD 1 trillion in 2024 to USD 3.7 trillion by 2030 (24% annual growth)
Others estimate more conservative values: e.g. global livestream e-commerce market valued at USD 19.86 billion in 2025, rising to USD 258.76 billion by 2034 (CAGR ~33.01%)
A different forecast: global livestream e-commerce market ~USD 940.3 billion in 2024, projected to reach USD 6,079.8 billion by 2035 (CAGR ~18.5%)
The live commerce platform market (platform providers, infrastructure) was valued around USD 1.26–1.34 billion in 2024 and expected to grow to USD 1.55 billion in 2025, with multi-billion forecasts by the end of decade.
Another source: Live commerce platform market (global) projected to reach USD 7.71 billion by 2033 (from 1.34 billion base in 2024)
The fashion & apparel segment holds the largest share in live commerce (~21–24%) in many forecasts.
The live commerce platform market segment “beauty / personal care” is often projected as one of the fastest-growing verticals.
Asia Pacific dominated the live commerce market in 2024, holding ~66% share of global revenue.
Some forecasts suggest North America to have higher CAGR growth in live commerce vs. other regions (e.g. ~30%) in coming years.
In the U.S., livestream commerce is estimated to currently account for ~5% of e-commerce sales, far less than China’s ~60%.
In a report, the U.S. live commerce market is expected to grow at CAGR 37.2% (2025–2033) driven by influencer & platform trends.
Conversion, Engagement & Consumer Behavior
Live shopping conversion rates are often very high: between 9% and 30%, compared with typical e-commerce conversion rates of 2–3%.
In well-executed events, add-to-cart conversion rates of live shopping are measured at ~34%.
Live shopping generates ~10× more comments / engagement than traditional video content.
Live shoppers are ~40% less likely to return items than regular online shoppers.
In the U.S., ~86 million Americans have purchased via live shopping shows.
In the U.S., ~60% of adults have watched live shopping shows; ~33% have made purchases via them.
Among U.S. adults, 29% say they have used TikTok Live for shopping.
Women (66%) are more likely than men (61%) to have tuned into live shopping shows in the U.S.
The median age for live shopping purchasers is ~46 years old (in U.S. sample)
In China, 57% of live commerce users have used the format for over three years.
In China, only ~2% of users were first-time live commerce users (in surveyed period) — vs. ~78% in the U.S. and ~82% in Europe.
87% of live-commerce users in China attend live-shopping events at least once per month; in U.S.: 43%; Europe: 52%; Latin America: 64%.
Among U.S. and Europe live commerce users, the top reason for engaging is “entertainment / fun” (42% U.S., 38% Europe), followed by “better deals / price.”
In China, the top drivers are “ease of shopping favorite brands” (64%), “better deals” (61%), “access to exclusive products” (52%) — fun ranks last (6%).
In China, frequent live-commerce users skew female (58%); in U.S.: male 59%; Latin America: male 58%; Europe: male 53%.
The average age of frequent live-commerce users globally is ~33–36 years old.
In the U.S. & Europe, many live commerce users have annual incomes in the USD 25,000–50,000 bracket; but 32% of U.S. frequent live commerce users make >USD 100,000.
In the U.S., about 11% of adults have sold items via live shopping platforms (e.g. Poshmark, Whatnot, Twitch).
30% of U.S. respondents said they watch live shopping events “a few times a year”; 21% monthly; 8% weekly.
Gen Z: 15% reported watching live shopping once a week (vs lower in older groups).
In U.S. consumer sample, weekend mornings show higher viewing by buyers vs non-buyers.
Most viewing is in the evening / night time.
39.7% of live stream viewers say they are drawn by “great deals”; 38.2% by discovering new products; 30.7% by excitement.
~17% of Asia Pacific shoppers have participated in live shopping; 14% in the U.S.; 8% in LATAM (as of reported data).
21% of global consumers say they have bought products discovered on livestreams.
11% of global consumers say they discover products via livestreams.
The platform Whatnot reported creators made over USD 2 billion in livestream sales in 2024.
On Whatnot, >175,000 hours of video are streamed per week, exceeding QVC’s weekly hours by ~800×.
Top 10 live shopping apps saw +77% installs in first 5 months of 2022, ~2.3 million installs total.
Taobao Live alone accounts for ~35% market share of China’s live commerce.
In March 2020, ~265 million Chinese users (~30% of Chinese Internet users) had used live commerce.
Regional / Country Insights & Usage
In China, grocery / fresh food became one of the most purchased categories via live commerce during the COVID period.
In foreign (Western) markets, clothing is the most popular live commerce purchase category; least purchased categories: insurance (9–11%) and experiences (11–15%).
In China, only 11–13% of users purchased large appliances / furniture via live commerce in past 12 months.
In China, <0.5% of frequent live commerce users access live shopping via brand websites; vs 9% in U.S./Europe; 16% in Latin America.
In Latin America, 86% of live commerce users are urban.
In the U.S., 46% of frequent live commerce users are urban, 53% suburban/rural; in Europe: 55% urban, 45% non-urban.
In China, Douyin used by 88% of frequent live commerce users; Taobao Live 61%; Xiaohongshu 22%.
In U.S. & Europe, Facebook Live, Instagram Live, YouTube, TikTok, Amazon are among top channels for live commerce.
In Latin America, Instagram is used by ~71% of live commerce users; Facebook: ~51%.
In the U.S. or Europe, <10% of live commerce users use brand site live streams.
In China, 72% of live commerce users want to buy more via this format; in Latin America: 63%; U.S.: 49%; Europe: 38%.
In China, 67% of users want to spend more via live commerce; in Latin America: 49%; U.S.: 39%; Europe: 33%.
Barriers: in U.S., timing of live shows cited by 32%; in Europe: convenience/timing (29%); Latin America: 44%.
In China, supply / brand availability (49%) and better value elsewhere (47%) are key barriers to more use.
Platform & Channel Data
TikTok Live is the leading channel for live shopping in the U.S. (29% participation).
QVC / HSN’s live shopping apps: 14% of U.S. adults have streamed there.
In 2024, TikTok Shop reportedly surpassed sales of Shein and Sephora in the U.S. via livestream commerce.
TikTok’s live commerce push is part of a trend of “video-first social + shopping” convergence.
In the U.S., live streaming commerce sales were ~$50 billion in 2023 and projected to exceed 5% of e-commerce in next few years.
In Europe, live streaming commerce market size estimated ~$10 billion (recent) with growth trending upward.
Zara’s weekly live shows in China on Douyin draw ~800,000 unique viewers per show.
On Black Friday 2024, TikTok Shop drove >$100 million in U.S. sales and ran >30,000 livestream sessions.
In the Black Friday livestreams, a single livestream by a beauty brand earned ~$2 million.
On Whatnot, livestreamers stream over 175,000 hours per week.
Streaming hours on Whatnot exceed QVC’s weekly broadcast hours by ~800×.
Trends, Opportunities & Challenges
Live shopping is often described as blending entertainment, social engagement, and commerce (“shoppertainment”).
Short video + interactive features + mobile commerce dominate the 2025 live commerce trends.
Influencer marketing and creator partnerships are a core driver of live commerce growth.
Data analytics, real-time metrics, audience insights are increasingly integrated into live shopping operations.
AR/VR and immersive features are gaining attention for enhancing live shopping experiences.
AI / generative tech is expected to enhance product discovery, real-time recommendations, and stream personalization.
Omnichannel strategies (live + offline + e-commerce) are being adopted to integrate live shopping into broader retail.
Many brands test live shopping with limited scope (e.g. seasonal events, product launches) before full rollout.
One challenge: many consumers cite inconvenient timing of live events as a barrier.
Another barrier: live commerce content sometimes feels too salesy, overly long, or lacking authenticity.
Some consumers express hesitation about value for money, especially when they feel pressured to purchase.
In China, supply/availability of products and external alternatives are cited as constraints to growth.
Technical challenges like latency, stream quality, integration with payment and logistics remain operational hurdles.
Trust & authenticity are core success factors — hosts / influencers who seem genuine perform better.
Some brands use limited-time offers, scarcity, gamification, interactive quizzes to drive urgency & conversion.
Live shopping still has more traction in lower-ticket, high-velocity categories (beauty, fashion, accessories) than big-ticket durable goods.
Return rates in live commerce are lower partly because users see live demos and can ask questions in real time.
Live commerce encourages impulse buying due to limited-time deals and interactive pressure.
Many brands integrate shoppable overlays, clickable product links within live video stream.
Live commerce encourages higher average order values (AOV) since viewers often purchase bundles or add extra items.
Some brands report increased retention / repeat customers after engaging them via live streams.
As live shopping evolves, integration with loyalty programs, coupons, and CRM is becoming more common.
Among younger consumers (Gen Z, Millennials), mobile-first live shopping experiences are preferred.
In many markets, live shopping is still nascent; a large portion of potential customers have never participated.
There is a risk of live fatigue — consumers tired of too many livestream events.
Content variety (e.g. storytelling, education, entertainment, behind scenes) is key to keeping audiences engaged.
Some brands use hybrid models: pre-recorded + live segments to balance quality control and spontaneity.
Cultural / market differences (time zones, consumer habits) make localization crucial.
Metrics often tracked: viewer count, engagement (comments, likes), click-through (to product links), conversion, average order value, retention.
Platforms are beginning to provide richer real-time analytics for hosts to adapt their pitch midstream.
With continued adoption, live shopping is expected to move from novelty/experimental to a core e-commerce channel (especially in mobile-first markets).
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About the author, Bill Nash
Bill Nash is the CMO of Marketing LTB with over a decade of experience, he has driven growth for Fortune 500 companies and startups through data-driven campaigns and advanced marketing technologies. He has written over 400 pieces of content about marketing, covering topics like marketing tips, guides, AI in advertising, advanced PPC strategies, conversion optimization, and others.