Live commerce, also known as live shopping or live streaming shopping, is an emerging trend in the e-commerce industry that combines live video streaming with online shopping. It involves retailers or influencers showcasing products in real-time through live video broadcasts, allowing viewers to interact, ask questions, and make purchases directly within the live stream.

Live commerce typically takes place on online marketplaces, social media platforms, or dedicated live shopping platforms. The host or presenter demonstrates products, highlights features, shares personal experiences, and engages with the audience through real-time comments and interactions. Viewers can ask questions, seek recommendations, and receive immediate responses, creating a more interactive and engaging shopping experience.

The impact of live commerce on online marketplaces can be significant. Here are a few ways it can affect the industry:

Enhanced Engagement: Live commerce provides a highly engaging shopping experience by combining video content, real-time interactions, and product demonstrations. It creates a sense of urgency, excitement, and authenticity, leading to increased user engagement and longer session durations.

Influencer Marketing: Live commerce often involves collaboration with influencers or key opinion leaders (KOLs). Influencers leverage their influence and credibility to promote products during live streams, resulting in increased brand exposure, reach, and trust. This can drive more traffic to online marketplaces and boost sales.

Improved Conversions: The real-time nature of live commerce enables immediate purchase actions within the live stream. This can lead to higher conversion rates compared to traditional e-commerce, where customers often need to navigate through different pages and checkout processes. The convenience and instant gratification offered by live commerce can drive impulse purchases.

Product Discovery: Live commerce offers an opportunity for customers to discover new products and brands they might not have encountered otherwise. By featuring a variety of products in live streams, online marketplaces can attract a broader audience and introduce them to different offerings, thus expanding their customer base.

Authenticity and Trust: Live commerce allows customers to witness product demonstrations and testimonials firsthand, fostering a sense of authenticity and trust. The live interaction between hosts and viewers, along with real-time feedback and reviews, helps build confidence in the product and the shopping experience.

It's worth noting that while live commerce presents significant opportunities, it also poses challenges for online marketplaces. Infrastructure requirements, technical capabilities, and maintaining a seamless shopping experience during high traffic can be demanding. However, with the growing popularity of live commerce, online marketplaces are increasingly integrating live streaming features or partnering with dedicated live shopping platforms to capitalize on this emerging trend and provide a more immersive shopping experience for their customers.