The world of eCommerce is evolving faster than ever, and major brands like QVC, LIDL, NIKE and ZARA are taking notice. These retail giants are capitalising on the livestream shopping boom to engage their audiences and drive sales like never before. If you’re an established brand or a small business looking to grow, it’s time to pay attention.

Live shopping has revolutionised online retail, blending real-time interaction with seamless purchasing. However, not all products perform equally well in this format. To maximise engagement and conversions, your business should focus on items that benefit from demonstration, storytelling, and audience interaction. Here’s a breakdown of the best product categories for live shopping success:

What is Live Online Shopping? It’s a livestream event during which products are bought in real time. It’s the hottest shopping trend in 2025, and it’s rapidly evolving.

In China, live commerce (live selling or live shopping) already accounts for over 20% of total online retail sales, with platforms like Taobao Live leading the way.

The U.S. live shopping market is expected to grow to over $8 billion by 2030, and the UK is forecasted to reach $1.1 billion in the same period.

The world of online shopping is evolving rapidly, and one of the biggest innovations in recent years is live shopping. Television shopping has been around in the US since the 1980s with HSN and QVC, with QVC UK opening in 1993, followed by QVC Germany a few years later and then QVC Italy in 2010. While traditional eCommerce has dominated for decades, live shopping is proving to be a powerful alternative that blends entertainment with instant purchasing and has become massively popular with Gen Z and Millennials in China, USA, South Korea and the UK. But, how do they compare in driving sales? Let’s break it down.