Is Live Shopping the Future of Retail — Or Just Another Trend?
In 1986, QVC burst onto American TV screens with a bold mission: to change the way the world shops. It was revolutionary. But for a world still addicted to the mall and the high street, perhaps it was too revolutionary. It was all bricks before clicks were even a thing.
Fast forward nearly 40 years, and live shopping is having its second — and arguably more powerful — moment. This time, it's social. It's mobile. And it's interactive.
Welcome to the Era of Social Commerce
Live social shopping is no longer a niche concept. It’s here — and it’s growing fast. In the UK alone, the social commerce market is projected to grow at a staggering 32% compound annual growth rate (CAGR) from 2022 to 2028.
That’s right — by 2028, the UK market is expected to more than double in value, climbing from £7.4 billion in 2024 to a whopping £16 billion. The charge is being led by platforms like TikTok Shop, Poshmark, and LiveMeUp, which are fast becoming shopping hotspots for the 25 to 40-year-old crowd.
So, what’s fueling this fire? It’s not just the tech — it’s us. Consumers are driving the shift. And rather than retailers telling us how to shop, we’re now shaping the experience.
From Bartender to Power Seller: The Kelsey Krakora Effect
Take Kelsey Krakora, a former bartender from Cleveland, Ohio. Since launching her first live sale on Poshmark in late 2022, she’s grown into a livestreaming powerhouse — selling over 100 fashion items per stream and generating upwards of $1,000 (£773) per show.
“These events are inclusive, welcoming,” Krakora says. “You can shop in your pyjamas. There’s no pressure, no mall. Just you, your phone, and a real conversation.”
The Blueprint: Look East
In China, live shopping is already massive. Platforms like Douyin (TikTok’s Chinese counterpart) and Taobao Live host thousands of streams every day. Influencers like Li Jiaqi — aka the Lipstick King — have built empires by blending entertainment with urgency and exclusivity.
It’s not just about selling. It’s about demonstrating, educating, and creating a buzz. Time-limited deals, Q&As, and audience interaction turn shopping into an event.
The result? A $32 billion global market — and counting.
Can the West Catch Up?
The UK and US face a few hurdles. Cultural habits, reliance on brick-and-mortar stores, and less integrated platforms have slowed adoption.
“Live shopping simply doesn’t scale in the same way outside Asia,” says Sucharita Kodali, retail analyst at Forrester. Jonathan Reynolds from the University of Oxford echoes this, noting that Western platforms lack the integrated ecosystems that make live shopping thrive in China.
Still, brands are starting to wake up. Samsung, L’Oréal, Kit Kat, and even luxury fragrance house Amouage are testing the waters with live commerce across Europe and the US. And they’re seeing results — not just in sales, but in real-time customer feedback that shapes future products.
It’s Not Just Shopping. It’s Learning.
According to Guillaume Faure, CEO of LiveMeUp, live shopping isn’t just about showing a product — it’s about showing how to use it.
“Tutorials are huge. People love learning how to apply makeup, style outfits, or even arrange flowers — all while they shop,” he says.
This blend of education and commerce is particularly appealing to Gen Z and Millennials, who crave both convenience and connection.
But Is It for Everyone?
Live shopping isn’t a one-size-fits-all solution. Some products — like jeans, Krakora admits — still work better in-store. “I’m tall. I need to try them on. I know the cuts that work for me.”
And as with anything immersive and exciting, there’s a potential downside. “It’s addictive,” warns retail analyst Bruce Winder. “Consumers can get caught up in the moment.”
Still, that thrill — that sense of shared experience — is exactly what makes live shopping so powerful.
As Manish Chandra, CEO of Poshmark, puts it: “It’s not just a transaction. It’s a conversation. It’s community. And it’s changing the way people shop.”
So… Did QVC Succeed?
Maybe they were just early. But their vision? Spot on.
Live shopping is finally delivering on that 1986 promise — not through cable, but through creators, communities, and clicks. And this time, it’s the consumers — not the retailers — who are leading the charge.
At Live Sell Academy, we’re here to help you join them.
Whether you're a brand, a creator, or a solo seller, now’s your moment. Let’s make shopping human again.
