Introduction: The Retail Revolution Is Happening Right Now
Think live shopping is something reserved for late-night television or a distant trend in faraway markets? Think again. Retail is undergoing a seismic change, and it is happening on screens and in real time, right in front of us. Today’s consumers are no longer satisfied with static online listings or impersonal checkout experiences. They want energy, personality, and connection. That is exactly what live shopping offers, and it is transforming how brands reach their audience and drive sales.
Picture this: you are browsing your favourite social media app, when a host appears, demonstrating a product, chatting with viewers, and answering questions as they pour in. With one tap, you can buy what you see, instantly. This is not just online shopping; it is entertainment, community, and retail all rolled into one. What started as a novelty on QVC and similar networks in the United States has grown into a multi-billion dollar phenomenon, now reshaping the global landscape. 
Across the world, especially in markets like China, live shopping is already an everyday reality. Influencers can move millions in product sales in the space of a single stream, sparking trends and setting records in minutes. In the UK and US, the movement is gaining speed, and it is clear that no sector will remain untouched for long. From beauty and technology to fashion and even food delivery, the pressure is on for brands to adapt or risk falling behind.
For business owners, leaders, and anyone eager to learn about the future of retail, live shopping represents both a challenge and an immense opportunity. It is a direct line to customers, built on trust, immediacy, and genuine interaction. As you explore this article, you will discover why every ambitious brand should be developing a live shopping strategy now, not tomorrow. The retail revolution is not waiting, and the future truly is live.
The QVC Effect: Billions on Air, Now Streaming
When most people think about televised home shopping, they remember the familiar sights and sounds of QVC and the Home Shopping Network in the United States. These channels were pioneers, turning what was once a fairly passive shopping experience into a form of entertainment. What many might not realise is just how significant their impact has been on the retail industry. For years, QVC and HSN have generated billions of dollars in annual revenue, creating loyal audiences who tune in for the thrill of live demonstrations, exclusive deals, and the persuasive energy of on-screen hosts.
What is truly fascinating is how this seemingly old-fashioned approach has not only endured but evolved. While traditional television still has its audience, the main event has shifted to digital screens. Live shopping is no longer confined to scheduled TV slots. It now lives on social media platforms, apps, and websites, available at any time and accessible to anyone with a smartphone. This change has removed the limitations of time and geography, opening the door to a global customer base.
Today’s consumers are just as captivated by the excitement of a live product launch as audiences were in the original days of televised shopping. The format is interactive, dynamic, and perfectly suited to the habits of modern shoppers. Hosts can respond to viewers’ questions in real time, show different angles of a product, and even adapt their pitch based on immediate feedback. This creates a sense of urgency and personal connection that static product listings can never match.
For business owners, this evolution is more than a trend to watch from a distance. It is a proven model for engagement and sales, now supercharged by technology. As digital platforms continue to blur the lines between entertainment and commerce, brands that can master the art of live selling will position themselves ahead of the competition. The lesson from QVC is clear: if you can capture an audience’s attention and trust in the moment, the results can be extraordinary.
Here are several real-life examples that illustrate the significant impact QVC has had on various entrepreneurs and brands:
Jamie Kern Lima and IT Cosmetics
Jamie Kern Lima, a former news anchor, founded IT Cosmetics with the goal of creating makeup products that addressed real skin concerns. After years of effort, she secured a 10-minute slot on QVC. During this brief appearance, her product sold out completely. This exposure was pivotal, propelling IT Cosmetics into a major beauty brand. Eventually, the company was acquired by L’Oréal for $1.2 billion, making Lima the first female CEO of a L’Oréal brand.
Connie Inukai’s Tip ‘n Split
At 72, Connie Inukai invented the Tip ‘n Split, a device designed to help people read small print and calculate tips. Her appearance on QVC was a turning point; she sold 800 units in just five minutes. This rapid success demonstrated how QVC could effectively launch new products to a wide audience.
Jeanne Bice and Quacker Factory
Jeanne Bice introduced her clothing line, Quacker Factory, on QVC in 1995. Her debut was a remarkable success, with her entire product line selling out during the initial broadcast. Over time, Quacker Factory became a staple on QVC, generating over $50 million in sales. Bice’s engaging personality and unique designs resonated with viewers, creating a loyal customer base.
Lori Greiner’s Product Launches
Known as the “Queen of QVC,” Lori Greiner has launched numerous products on the network. One notable success is the Scrub Daddy, a smiley-faced sponge that changes texture based on water temperature. After its debut on QVC, the product became a bestseller, leading to widespread retail distribution and significant revenue growth.
Martha Stewart’s Fashion Line
Martha Stewart’s clothing line on QVC has been met with enthusiasm. Her collection, featuring items like floral blouses and rolled-cuff jeans, quickly gained popularity. According to Stewart, pieces from her line have been “selling like hotcakes,” indicating strong consumer demand and the effectiveness of QVC as a sales platform.
These examples underscore QVC’s ability to provide a powerful platform for product exposure and sales, benefiting both emerging inventors and established brands.
China Leads the Way: The Power of Influencers and Instant Impact
When you think about influencers promoting products online, you might picture familiar faces from Instagram or TikTok casually endorsing skincare or clothing brands. However, in China, influencers have elevated the idea of live product promotion to an extraordinary new level, transforming straightforward online broadcasts into highly lucrative sales events. This shift has become so powerful that it is reshaping the very landscape of retail itself.
One standout example is Viya, whose real name is Huang Wei and is widely recognised as China’s “Queen of Live-streaming.” Viya’s engaging personality and persuasive selling skills have generated staggering sales figures. During China’s annual Singles’ Day event, an enormous shopping festival held each year on 11 November, Viya achieved over £1 billion in sales from just one live-streaming session. This impressive result came from a single broadcast lasting only a few hours.
Another influential figure is Li Jiaqi, known as China’s “Lipstick King.” Li Jiaqi specialises in beauty products, particularly cosmetics, demonstrating items live and interacting personally with his viewers. His authentic reactions and candid advice have earned him millions of dedicated followers who eagerly tune in to buy products he recommends. In one memorable session, Li Jiaqi sold more than 15,000 lipsticks within only five minutes, illustrating the enormous buying potential of live-streamed selling.
These influencers do not merely serve as well-known faces promoting brands. They represent an entirely new approach to commerce, blending trust, personal connection, and genuine expertise with powerful sales techniques. Viewers are not simply watching product demonstrations; they actively participate by asking questions and receiving instant feedback, which enables them to confidently make immediate purchasing decisions. This real-time interaction builds a strong relationship between influencers, brands, and consumers.
For businesses outside China, this trend is more than just fascinating. It provides valuable insight and a clear example of the future direction for global retail. The message is evident: influencers have immense selling power, and companies that successfully adopt influencer-driven live shopping strategies are positioned to achieve remarkable success. China’s live-streaming phenomenon offers valuable lessons about the immense opportunities available for businesses ready to embrace this transformative retail trend.
Here are several more prominent Chinese influencers who have significantly impacted the live shopping industry:
Zheng Xiangxiang
Zheng Xiangxiang is renowned for her rapid-fire product presentations on Douyin, China’s version of TikTok. She gained widespread attention for her ability to showcase products in just three seconds, leading to impressive sales figures. In one notable instance, she reportedly earned $13.7 million in a single week through her unique approach to live-stream selling.
Xin Youzhi (Xinba)
Xin Youzhi, also known as Xinba, is a prominent live-streamer on Kuaishou, a popular Chinese short video platform. As the founder and CEO of Xinxuan Group, he has amassed a massive following. During China’s Singles’ Day shopping festival in 2020, Xin achieved sales of approximately RMB 1.88 billion in a 12-hour live-streaming session.
Fei
Fei, a former member of the K-pop group Miss A, has successfully transitioned into a live-streaming influencer in China. She has hosted live shopping sessions on platforms like Tmall, attracting millions of viewers. Her engaging presentations and product endorsements have made her a sought-after figure in the live commerce space.
Li Ziqi
Li Ziqi is a Chinese vlogger known for her serene and artisanal videos showcasing traditional Chinese life and crafts. While not a live-streamer in the conventional sense, her content has significantly influenced consumer behavior, leading to increased demand for traditional Chinese products and lifestyle items.
Papi Jiang
Papi Jiang, whose real name is Jiang Yilei, is a comedian and internet celebrity who gained fame through her humorous videos. She has leveraged her popularity to promote products during live streams, combining entertainment with commerce to engage her audience effectively.
These influencers exemplify the diverse strategies and personalities driving the success of live shopping in China. Their ability to connect with audiences and drive substantial sales offers valuable insights for businesses looking to explore live commerce opportunities.
Food for Thought: The Delivery Disruption
A few years ago, ordering takeaway meant making a direct phone call to your local restaurant and collecting your meal yourself. Today, that process feels almost archaic. Platforms like JustEat in the UK and DoorDash in the US have completely transformed the way people order food, creating a seismic shift that restaurants simply couldn’t afford to ignore.
What’s fascinating about this transformation is that these tech giants are not restaurants at all. They don’t cook meals or create menus. Instead, they’ve built sophisticated platforms connecting restaurants directly with customers. The convenience, simplicity, and immediacy of these apps have rapidly changed consumer expectations. Almost overnight, businesses that didn’t adapt to this new reality faced declining sales, struggling customer loyalty, and even closure.
This disruption offers critical lessons for retail businesses as they consider the future of live shopping. Just like restaurants needed to integrate with delivery apps to stay relevant, retailers today must acknowledge and embrace the rising phenomenon of live-streamed commerce. The shift towards interactive, real-time selling is happening now. Customers increasingly expect immediacy and convenience alongside engaging experiences, and retailers who underestimate this shift risk losing significant ground to more agile competitors.
For example, consider high-street businesses that initially resisted online shopping and later found themselves scrambling to catch up. Those that delayed paid a price, while early adopters gained substantial market share. The lesson here is clear. The delivery app revolution wasn’t just about food, it was a dramatic example of what happens when businesses underestimate technological innovation and shifting consumer habits.
The live shopping wave mirrors this scenario closely. Whether you own a small independent store, manage a large brand, or operate an online retail business, acknowledging the importance of live shopping now will position you strategically ahead of the competition. The question every business leader should ask today is whether they want to adapt proactively or play catch-up later.
Embracing live-stream commerce is not merely keeping pace with trends; it is proactively preparing your business for long-term sustainability and growth in a rapidly evolving retail environment.
Here are some real-life examples that illustrate the significant impact of delivery platforms like Just Eat and DoorDash on the restaurant industry:
Just Eat: Transforming the UK Restaurant Landscape
Just Eat, established in Denmark in 2001 and now a dominant force in the UK, processes around 100 million food orders annually. Its platform has revolutionised the way traditional restaurants operate, offering them access to a vast online customer base. This digital shift has enabled many establishments to expand their reach beyond physical premises, tapping into the growing demand for convenient food delivery services. However, this transformation has also introduced challenges, such as the need for restaurants to adapt to online ordering systems and manage delivery logistics.
DoorDash: A Lifeline for US Restaurants
In the United States, DoorDash has emerged as a pivotal player in the food delivery sector, holding a significant market share. During the COVID-19 pandemic, DoorDash provided a crucial service for restaurants forced to close their dining rooms, enabling them to continue operations through delivery. The platform’s logistics infrastructure allowed many eateries to reach customers they otherwise couldn’t, helping sustain their businesses during challenging times.
The Emergence of Ghost Kitchens
The rise of delivery platforms has also given birth to the concept of “ghost kitchens”—facilities dedicated solely to preparing food for delivery, without a traditional dine-in option. This model allows for reduced overhead costs and the ability to cater to multiple brands from a single location. For instance, a pizzeria in San Francisco operates over 70 virtual brands from its kitchen, offering a diverse range of cuisines exclusively through delivery apps.
These examples underscore the profound impact that delivery platforms have had on the restaurant industry, reshaping business models and consumer expectations alike.
The Future Is Live: What UK and US Retailers Must Learn Now
Live shopping is not just a trend gathering steam overseas. It is a complete shift in how consumers choose to interact with products and brands. In both the UK and US, this movement is already gaining ground, and while it may not yet be as mainstream as it is in China, the direction is unmistakable. For business owners and marketers who want to future proof their operations, now is the time to understand what makes this model so effective and how to prepare for its continued growth.
Traditional retail models rely heavily on delayed engagement. A customer browses a website, reads a few reviews, maybe asks a friend, then eventually decides to purchase. Live shopping shortens this cycle dramatically. It taps into the moment of decision by providing interaction, proof, and persuasion all at once. A compelling host can introduce a product, demonstrate its benefits, answer questions, and close a sale, all in a matter of minutes. For consumers used to instant everything, this kind of experience feels both natural and satisfying.
Retailers in the UK and US should not mistake slower adoption for a lack of opportunity. Quite the opposite. This is a prime moment to become an early adopter before the format becomes saturated. TikTok Shop, Instagram Live, Facebook Live, YouTube, and even Amazon Live have all started investing heavily in tools that enable this kind of shopping. Major retailers are experimenting with weekly live events, limited-time offers, and influencer-hosted sessions. These are not marketing stunts; they are strategic shifts based on measurable consumer behaviour.
It is also worth noting that younger audiences, particularly Gen Z and younger Millennials, are already comfortable with this format. They expect brands to speak directly to them, respond quickly, and offer content that feels genuine. These audiences are not necessarily loyal to household names. They are loyal to experiences that feel authentic and valuable. This is where live shopping becomes a vital tool. It allows businesses to speak directly to their audience in a way that is human, flexible, and engaging.
For UK and US retailers, the lesson is clear. Now is the time to test, learn, and adapt. Whether you are an independent boutique, a high street staple, or an online-first brand, incorporating live shopping into your strategy could be the key to unlocking growth and deeper customer loyalty. The businesses that act now will not just stay relevant. They will lead.
Here are several compelling real-life examples that highlight the transformative impact of live shopping in the UK and US retail sectors:
P.Louise: Achieving Over $2 Million in a 12-Hour TikTok Live
UK-based cosmetics brand P.Louise, founded by Paige Williams, hosted a 12-hour TikTok Live event in July 2024, generating over $2 million in sales. The event sold approximately 96,000 items, with some products priced as low as £1 to attract Gen Z shoppers. This strategy not only drove immediate sales but also expanded the brand’s follower base by 29,000 during the livestream.
Made by Mitchell: Generating $1 Million in 12 Hours
Mitchell Halliday, a British makeup artist and founder of Made by Mitchell, leveraged TikTok Live to generate $1 million in sales within a 12-hour session. By engaging directly with viewers and showcasing products in real-time, Halliday transformed his brand into a significant player in the beauty industry.
Canvas Beauty: Earning $2 Million During a Single TikTok Live Stream
US-based haircare brand Canvas Beauty capitalised on TikTok’s live shopping features during Black Friday, generating $2 million in sales from a single live stream. By showcasing products in real-time and interacting directly with viewers, they created a sense of urgency and authenticity that resonated with consumers, leading to impressive sales figures.
GrowthScribe
Lidl UK: Pioneering Supermarket Live Shopping
Lidl UK became the first supermarket in the country to integrate TikTok Shop into its business model. By launching live shopping initiatives on the platform, Lidl aims to engage younger audiences and adapt to evolving consumer behaviours.
Cross-Border E-commerce Magazine
QVC: Reinventing Itself with a 24-Hour TikTok Shopping Channel
QVC, the longstanding television shopping network, launched a 24-hour shopping stream on TikTok to engage Gen Z consumers. Despite challenges such as a post-pandemic sales drop and increased competition, QVC’s TikTok channel has sold over 298,000 products, demonstrating the potential of live shopping to revitalise traditional retail models.
These examples underscore the significant opportunities live shopping presents for retailers in the UK and US. By embracing this interactive approach, brands can foster genuine connections with consumers, drive substantial sales, and stay ahead in the evolving retail landscape.
Action Plan: How to Prepare Your Brand for the Live Shopping Boom
Now that we’ve explored how live shopping is rapidly changing the retail landscape, the question becomes, how can your brand get involved? Whether you’re running a startup, an established independent business or leading a larger retail operation, taking practical steps now can position you to benefit from this shift rather than playing catch-up later.
Start with the Right Platform
Before diving into your first live stream, it’s essential to understand where your audience already spends their time. TikTok Shop, Instagram Live, YouTube Live and Facebook Live are among the leading platforms offering live shopping capabilities. Each one attracts different types of users, so begin by identifying which one aligns best with your brand and customer base. If your products appeal to Gen Z, TikTok is a strong contender. If you’re targeting an older demographic, Facebook or Instagram might offer more engagement.
Build Confidence in Front of the Camera
You do not need to be a trained presenter or influencer to make live shopping work. What audiences value most is authenticity. You can be the founder, a team member, or even a satisfied customer demonstrating products in a way that feels natural and informative. Focus on being clear, enthusiastic, and responsive. Practice beforehand, but don’t worry about being perfect. Realness is far more persuasive than polish.
Plan the Experience, Not Just the Sale
A successful live shopping session should feel like an event. This means planning more than just the products you’ll showcase. Think about how you’ll introduce each item, what questions might come up, and how you can engage viewers throughout the broadcast. Consider offering exclusive deals or bundles for people watching live, which can encourage both attendance and conversion.
Leverage Influencers and Micro-Creators
If going live yourself feels daunting or if you want to reach a wider audience, collaborating with influencers or content creators can be a smart move. Look for individuals who align with your brand values and have built trust with their followers. Micro-influencers, in particular, often have strong engagement rates and a more targeted community that might be highly relevant to your product.
Make It Easy to Buy
The beauty of live shopping lies in its immediacy. Ensure that your buying process is seamless. Use platforms that allow direct purchasing within the stream, and test the user journey beforehand. Every extra step or delay risks losing the momentum and the sale. Also, make sure your website or storefront is optimised for mobile, as most viewers will be watching and buying from their phones.
Measure, Learn and Optimise
As with any marketing initiative, learning from your performance is key. Track your sales, viewer engagement, comments, and conversion rates. Note what worked and what didn’t, and make adjustments for your next session. Maybe your audience loved seeing product demos but dropped off when things slowed down. Or perhaps a particular format or host style resonated strongly. Use this data to refine your approach.
TWV Media’s Checklist: Ready to Go Live? Here’s What You Need to Do
Use this quick-hit checklist to ensure your business is prepared to step confidently into the world of live shopping. Whether you’re testing the waters or going all in, these steps will help you deliver a standout experience that connects and converts.
✔ Choose the right platform
Identify where your audience spends their time. TikTok Shop, Instagram Live, Facebook Live and YouTube are all powerful options.
✔ Know your audience
Understand who you are speaking to and tailor your live content to their interests, behaviours and buying habits.
✔ Prepare your presenter
Whether it’s you, a team member or an influencer, ensure they’re comfortable, knowledgeable and able to engage naturally.
✔ Plan your live experience
Outline the structure of your session. Include product demonstrations, answers to common questions and exclusive live-only offers.
✔ Simplify the buying journey
Use platforms with integrated shopping tools and ensure your payment and checkout process is friction-free, especially on mobile.
✔ Promote your live session in advance
Build anticipation through email, social media and influencer partnerships. Let your audience know when and why to tune in.
✔ Test everything before going live
Check your tech setup, internet connection, lighting, audio and product availability ahead of time.
✔ Engage in real time
Respond to comments, acknowledge viewers by name, and answer questions as they come in. Interaction is key.
✔ Analyse your results
Track views, engagement, sales and customer feedback. Learn what worked and use those insights to improve the next session.
✔ Stay consistent
Make live shopping a regular part of your strategy. The more often you show up, the more your audience will too.
TWV Tip: You don’t need to have it all figured out to start. What matters is that you begin, learn, and refine. The brands that win in live shopping are the ones willing to show up, connect authentically, and keep improving.
Live Shopping FAQs
Here are five of the most common questions business owners ask when exploring the world of live shopping. Each one is based on the challenges, opportunities, and insights shared throughout this article.
Q. What exactly is live shopping and how is it different from traditional e-commerce?
A. Live shopping is a real-time, interactive form of online retail where products are showcased via live video streams on platforms like TikTok, Instagram, and YouTube. Unlike traditional e-commerce, which relies on static product pages, live shopping allows hosts to demonstrate products, engage with viewers, and answer questions instantly. It creates a sense of urgency and community that helps drive higher engagement and conversion rates.
Q. Do I need a big budget or influencer to get started with live shopping?
A. Not at all. While influencers can help amplify your reach, many successful live shopping sessions are hosted by business owners, staff, or satisfied customers. The key is authenticity and preparation. You can start small with a smartphone, good lighting, and a clear plan, then scale up as you learn what works for your audience.
Q. What types of businesses or products work best with live shopping?
A. Live shopping can benefit a wide range of sectors, but it is especially effective for products that are visual, demonstrable, or benefit from explanation. Fashion, beauty, accessories, tech gadgets, food, and home goods are strong performers. That said, even service-led brands can use live formats to showcase benefits, customer stories, or behind-the-scenes content.
Q. How often should I go live and what should I talk about?
A. Consistency is important. A weekly or fortnightly schedule can help you build a loyal viewing audience. Content ideas include product launches, seasonal offers, how-to guides, customer Q&As, or limited-time discounts. Always encourage interaction and keep sessions engaging rather than overly scripted.
Q. How can I measure the success of my live shopping sessions?
A. Track performance using platform analytics and any integrated shopping tools. Key metrics include number of viewers, average watch time, engagement (likes, comments, shares), click-through rates, and sales generated. Also look at customer feedback, repeat purchases, and social media growth to assess long-term impact.
