Live Commerce Market Size, Share & Trends Analysis Report By Product (Fashion & Apparel, Beauty & Personal Care), By Resolution (Social Media Platforms, Dedicated E-Commerce Platforms), And Segment Forecasts, 2024 - 2030

Live Commerce Market Size & Trends

The global live commerce market size was estimated at USD 11.58 billion in 2023 and is anticipated to grow at a CAGR of 32.0% from 2024 to 2030. The increasing penetration of smartphones and high-speed internet has enabled more consumers to access live-streaming platforms, particularly in emerging markets. Additionally, blending entertainment with shopping, often via influencers and real-time interactions, creates an engaging and personalized shopping experience that boosts consumer trust and purchase rates. Social media integration and advancements in AI and AR technologies further enhance user experience. The ongoing shift towards e-commerce due to convenience and a growing preference for online shopping, particularly among younger generations, also fuel market's expansion.

The rise of e-commerce has been pivotal for live commerce. As online shopping continues to gain traction, businesses are increasingly leveraging live streaming to engage customers in a more dynamic way. Retailers, particularly in the fashion and beauty sectors, utilize live commerce to showcase products through live demonstrations, creating an immersive shopping experience that traditional e-commerce lacks.

The rise of omnichannel retailing is also playing a crucial role. As consumers increasingly demand seamless shopping experiences across multiple platforms, retailers are integrating live commerce into their broader omnichannel strategies. This integration allows consumers to move effortlessly between online and offline channels, enhancing the convenience and appeal of live shopping. For instance, a consumer might discover a product during a live stream and then choose to purchase it either directly during the stream or later via an in-store visit, depending on their preference. Moreover, partnerships and collaborations are becoming more prevalent in the live commerce space. Brands are teaming up with platforms, influencers, and even other brands to co-host live events, thereby expanding their reach and appeal. These collaborations often lead to unique and exclusive content that attracts a larger audience and drives higher engagement.

The COVID-19 pandemic accelerated the shift towards online shopping, with many consumers becoming accustomed to the convenience of e-commerce. The restrictions on physical retail during the pandemic led to a surge in live commerce as an alternative shopping method, which is likely to continue as consumer habits evolve post-pandemic.

Product Insights

The fashion and apparel segment accounted for the largest market share of 22.1% in 2023 due to the influence of social media and influencers. Platforms such as Instagram, TikTok, and YouTube have become critical in shaping fashion trends, with influencers playing a pivotal role in driving consumer preferences. Live commerce leverages these platforms to reach a broader audience, offering brands an opportunity to connect with consumers in a more authentic and relatable way. The ability to see influencers or brand representatives showcase products in real-time creates a sense of trust and immediacy, which can significantly boost sales.

The health and wellness segment is anticipated to grow at the fastest CAGR over the forecast period. Factors such as the rise in chronic diseases, aging populations, and emphasis on preventive healthcare contributed to the expansion of the health and wellness industry. Additionally, technological advancements, particularly in wearable devices and health apps, have enabled consumers to take a more proactive approach to managing their health, further driving the market's growth.

Resolution Insights

Thesocial media platforms segment accounted for the largest market share of 42.1% in 2023. The evolution of content formats, including live streaming, augmented reality, and short-form videos attracted users seeking interactive experiences. Additionally, the growing influence of social media on consumer behavior, including brand discovery and purchasing decisions, has prompted businesses to invest in advertising and influencer marketing on these platforms. Moreover, the push for enhanced user privacy and security features is driving innovation as platforms strive to retain user trust and loyalty.

The brand-owned platforms segment is anticipated to grow at the fastest CAGR over the forecast period. Brand-owned platforms provide an opportunity for customization and personalization. The customization enables brands to tailor content to specific target audiences, offering personalized product recommendations, exclusive deals, and unique experiences for individual customers.

Regional Insights

North America live commerce market is growing significantly at the CAGR of 29.9% from 2024 to 2030 due to the increasing adoption of live commerce by major social media platforms. Companies such as Facebook, Instagram, and TikTok are integrating live shopping features into their platforms, enabling users to purchase products directly from live streams. This trend is driven by the platforms’ vast user bases and the ability to leverage influencers and content creators to drive sales.

U.S. Live Commerce Market Trends

The live commerce market in the U.S. is expected to grow significantly from 2024 to 2030 due to the increasing involvement of established retail brands and large-scale e-commerce players in live commerce. Major retailers such as Walmart, Amazon, and Nordstrom are investing in live commerce capabilities, hosting their own live shopping events to tap into this growing market. These events often feature celebrity hosts, exclusive product launches, and interactive elements that enhance the shopping experience. Additionally, brands across various industries, from fashion and beauty to electronics and home goods, are experimenting with live commerce as a way to engage customers and differentiate themselves in a crowded online marketplace.

Europe Live Commerce Market Trends

Europe live commerce market is growing significantly at a CAGR of 26.8% from 2024 to 2030. European luxury and fashion brands are increasingly embracing live commerce as a means to engage with younger consumers. These brands are leveraging live streaming to offer exclusive previews, product launches, and behind-the-scenes content, creating a sense of exclusivity and urgency

Asia Pacific Live Commerce Market Trends

The live commerce market in Asia Pacific held a share of 65.2% of the market in 2023 due. Live commerce is rapidly expanding into Southeast Asia, a region characterized by a young, mobile-first population and high social media penetration. Countries such as Indonesia, Thailand, and Vietnam are witnessing a surge in live commerce activities, driven by the popularity of social media platforms such as Facebook, and TikTok, as well as local e-commerce.

Key Live Commerce Company Insights

Key players operating in the market include Amazon.com, Inc., Facebook (Meta Platforms), Taobao.com, NTWRK, and JD.com. The companies are focusing on various strategic initiatives, including new product development, partnerships & collaborations, and agreements to gain a competitive advantage over their rivals. The following are some instances of such initiatives.

• In March 2024, JD.com launched an enhanced version of its Spring Dawn Initiative, offering advanced AI-driven solutions designed to help third-party merchants boost revenue and cut operational costs. Originally introduced in January 2023, the key features include a Store Launch AI Assistant, which streamlines the process of opening an online store in just one minute, and AI-powered content creation tools available through ai.jd.com and ling.jd.com, which generate high-quality marketing materials and product recommendations. Additionally, the initiative features a Digital Presenter Livestreaming Service that utilizes AIGC technology for 24/7 live streaming, providing a cost-effective alternative to traditional methods.

• In April 2024, Amazon announced a new channel known as FAST Channel on Prime Video and Amazon Freevee. This channel introduces an interactive and shoppable experience featuring Amazon's shop the show technology. This technology enables viewers to use their smartphones to interact with, browse, and purchase items from the content being displayed on their television screens. The channel is expected to showcase a selection of popular shows from Amazon Live, involving various creators and brands. Viewers can access the FAST Channel on their television by navigating to the Live TV section on Prime Video, Fire TV, or through the Freevee application. Additionally, the channel is accessible on desktops and mobile devices via Amazon.com/live.

Live Commerce Market Report Scope

Global Live Commerce Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the live commerce market report based on product, resolution, and region.

• Product Technology Outlook (Revenue, USD Billion, 2018 - 2030)

  • Fashion and Apparel

  • Beauty and Personal Care

  • Electronics

  • Home and Living

  • Food and Beverage

  • Health and Wellness

  • Automotive

  • Luxury Goods

  • Others (Books, toys, pet supplies, etc.)

• Resolution Technology Outlook (Revenue, USD Billion, 2018 - 2030)

  • Social Media Platforms

  • Dedicated E-Commerce Platforms

  • Brand-Owned Platforms

  • Third-Party Apps

• Live Commerce Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Australia

  • Latin America

    • Brazil

  • Middle East & Africa

    • U.A.E

    • Kingdom of Saudi Arabia

    • South Africa