Enter live social shopping. A mix of livestream video, real-time product demos, interactive chat, and instant purchase buttons is already transforming how people shop in Asia (China especially) and is now gaining traction in Europe and the US.

If you’re a merchant, you may be wondering: is this relevant for my business? The short answer: yes. Whether you sell fashion, electronics, cosmetics, or even B2B supplies, live shopping has the potential to engage your audience in ways that static product pages never could.

What Exactly Is Live Social Shopping?

Imagine walking into a physical store where the shop owner or a product expert is giving a live demo – explaining features, answering your questions, and offering a special deal if you buy right now. Now put that entire experience online, powered by video and social media. That’s live social shopping.

A typical session includes:

• A host: This could be you, someone from your team, or an influencer. 
• A livestream: Broadcasted on platforms like TikTok, Instagram, or directly embedded into your Magento webshop (harder and more complex path, but still feasible). 
• Interactive chat: Viewers ask questions, give feedback, and interact with the host in real time. 
• Shoppable products: Viewers don’t have to leave the stream; they can click and buy instantly. 

It’s part e-commerce, part entertainment, and part community event.

Why Merchants Should Care

For many merchants, especially those focused on Magento and other robust platforms, the idea of running a livestream might sound more like a marketing gimmick than a serious sales channel. But here’s why it matters:

• Trust: Customers see the product in action, reducing uncertainty. 
• Engagement: Unlike static webshops, live shopping feels like a conversation, not a transaction. 
• Higher conversions: Studies suggest live shopping events can achieve conversion rates up to 10 times higher than regular e-commerce pages. 
• Brand personality: It humanises your business. Customers remember the people behind the brand. 

The Benefits in Detail

1. Higher Conversion Rates

Customers are more confident when a host explains a product live, answers questions, and demonstrates its value. Add a time-limited discount and you create urgency. Together, this makes viewers more likely to click “Buy now.”

2. Real-Time Customer Feedback

During a live session, you immediately see what customers care about. Are they worried about size? Shipping times? Compatibility with another product? Instead of guessing through analytics later, you hear the feedback directly.

3. Stronger Brand Loyalty

People buy from people. When your face, your team, or your brand ambassador interacts live with customers, you build a stronger connection. Remembering a fun 20-minute session is far easier than visiting a product page in passing.

4. Social Proof in Action

One of the biggest drivers of sales is knowing others are buying too. During a livestream, people see comments, reactions, and purchases happening in real time. That creates momentum — nobody wants to miss out.

5. Scalable Reach

A single live shopping event can reach hundreds or thousands of viewers. Unlike a physical event limited by location, live social shopping lets you engage audiences across cities or even countries at the same time.

Where Can You Do Live Shopping in 2025?

TikTok Shop

TikTok has exploded as a platform for live shopping, especially for fast-moving consumer goods, beauty, and fashion. Its algorithm helps you reach new audiences quickly, and its checkout is integrated, making it easy for viewers to buy instantly.

Instagram and Facebook Live

Meta has scaled back some of its native checkout features, but live streams still work well for brand awareness. You can demonstrate products live, then drive traffic back to your webshop for conversion.

Directly in Your Magento Webshop

Tools like Bambuser, Firework, or Channelize.io allow you to embed shoppable video directly into your Magento site. This way, you control the traffic, data, and customer experience – a big advantage compared to relying only on third-party platforms, but as mentioned, this is a complex and high-cost, high-maintenance option.

How to Get Started (Keep It Simple)

The biggest mistake is thinking you need a TV studio setup. You don’t. You can always go with the influence option or give this to your marketing agency (highest chances for success). But if you see yourself in front of the camera, then why not? Here are a couple of tips to start small:

1. Pick a few products that are easy to demonstrate. 
2. Choose your platform based on where your audience already is. If they’re active on TikTok, start there. 
3. Plan a short session: 20-30 minutes is enough. 
4. Promote ahead of time: Post on social, email your list, and add a banner to your webshop. 
5. Offer an incentive: Limited-time discounts, free shipping, or exclusive bundles. 

What to Watch Out For

Like any sales channel, live shopping comes with challenges:

• Preparation is key: Going live without a plan can hurt more than help. 
• Technical setup: Good lighting, sound, and stable internet are critical. 
• Not every product fits: Live works best for items with a story, not commodities. 
• Consistency: Don’t expect miracles from a single stream. Build a regular cadence.
  

Live Shopping + Magento: A Strong Combination

If you’re running Magento with a performance-focused frontend like Hyvä, you already have the foundation for success. A fast, reliable webshop ensures viewers from your livestream don’t bounce once they hit checkout.

Magento’s flexibility also allows you to integrate live shopping tools directly into your store, keeping control over your data and customer journey. That means you can measure ROI, run custom promotions, and build repeatable campaigns.

The Takeaway for Merchants

Live social shopping isn’t just hype. It’s a growing sales channel that blends entertainment, community, and commerce.

• It builds trust by showing products in action. 
• It increases conversions with real-time interaction. 
• It strengthens loyalty by humanising your brand. 
• It scales your reach far beyond what’s possible offline. 

Start small. Test one product, one platform, one event. Learn what works, then scale.

Early adopters will have an advantage, especially in competitive markets. If you’re already on Magento, you’re well-positioned to bring live shopping into your e-commerce mix.

Final Thought

E-commerce is evolving fast, and customers are craving experiences, not just transactions. Live social shopping gives you a chance to meet that demand. In 2026, it’s not about replacing your webshop – it’s about making it more interactive, engaging, and future-ready.

We, as your trusted e-commerce partner, help merchants explore these new channels while keeping their Magento stores secure, fast, and conversion-focused. Also, we can refer you to one of our trusted marketing agency partners that can help you with making this suggestion a reality. If you’re curious about adding live shopping to your strategy, let’s talk.