From Scroll to Sold: How Livestream Shopping Is Reshaping the Way We Buy

Come Friday night, and you slip into your comfiest PJs, pull on those moisturizing sheet masks, dip your feet in a salt water bomb bath, and whip out your phone for long, undisturbed hours of relentless scrolling on IG till you fall asleep…

Sounds like something you do or plan to do? 

Well, let’s face it, we’ve all been there. Scrolling through social media late at night, not really planning to buy anything, and suddenly, we land on a live video. 

Maybe it’s our favorite beauty influencer trying out a skincare product, or a fashion creator unboxing new arrivals. Thirty minutes later? Our cart is full, and we’re eagerly awaiting delivery.

This is the magic of shoppertainment, a buzzword that’s quickly turning into one of the most exciting e-commerce trends of 2025.

But what exactly is it, and why is it taking over our screens (and wallets)?

We at Mavlers have a rich repertoire of over 13 years of experience and expertise in the field of SEM, and Pooja Ghariwala, our in-house paid search ninja, breaks down the topic for you in today’s blog.

Source (Well, the weekend calls for some! 😉 )

So, what is shoppertainment anyway?

Think of shoppertainment as the love child of QVC and TikTok. It blends entertainment and shopping into a single, seamless experience. But unlike old-school teleshopping, this isn’t your grandma’s favorite TV channel, this is interactive e-commerce made for the smartphone era.

Whether it’s Instagram Live Shopping, YouTube Live Commerce, or Amazon Live, brands are utilizing livestream shopping ads to showcase their products in a more engaging, authentic, and conversational manner.

It’s not just about watching someone sell a product, it’s about being part of the experience:

• Ask questions in real time.

• Watch live demos.

• Score exclusive deals that only last for the duration of the stream.

And, here’s the kicker, you get to buy without ever leaving the video!

The result? 

A more engaging, emotional, and trusted path to purchase.

Why are livestream shopping ads so powerful?

Let’s dig into why livestream shopping isn’t just another passing fad, it’s quite the game-changer.

1. It grabs (and keeps) your attention

While traditional ads might be easy to overlook, livestreams hold our attention way longer. A study by McKinsey found that two-thirds of Chinese consumers said they had bought products via livestream in the past year.

Wondering why? Because livestreams feel like real conversations. There’s suspense, personality, and the thrill of discovering something new, live.

2. It triggers instant buying decisions

Let’s talk FOMO. When a host says, “Only 10 items left!” or “This deal ends in 5 minutes,” our brains light up. 

Livestreams are designed to capitalize on that sense of urgency. And it works. According to Coresight Research, conversion rates for livestream shopping can reach up to 30%, which is 10x higher than traditional e-commerce. 

3. It builds trust (The secret sauce)

Would you rather buy a lipstick from a static product image or from a makeup artist swatching it live? Exactly.

Livestreams offer real-time interaction and authentic reviews, often from influencers viewers already know and trust. When shoppers can ask questions and see unfiltered demos, it removes a lot of the uncertainty that comes with online shopping.

Where is all this happening? Exploring top platforms leading the shoppertainment wave

The beauty of shoppertainment is that it’s platform-agnostic. Whether you’re a fashion brand, tech gadget seller, or skincare startup, there’s a platform made for you.

1. TikTok live shopping

A Gen Z favorite. With TikTok’s explosive growth, its live shopping feature is becoming a go-to for spontaneous, viral product discovery. TikTok also integrates in-stream checkout for a truly seamless live shopping experience.

2. Instagram live shopping

Backed by Meta’s ecosystem, Instagram Live Shopping is perfect for lifestyle brands. You can tag products during a live video and link directly to your Facebook Shop.

3. YouTube live commerce

YouTube is leaning hard into shoppable content. With live shopping integrations, creators can showcase products and add direct links right below the stream, no app switching required. How cool is that?!

4. Amazon live

The e-commerce giant’s answer to shoppertainment. Amazon Live allows brands and influencers to run engaging product showcases that connect directly to their storefronts.

5. Facebook live shopping

Great for community-building, businesses can stream product demos, answer viewer questions, and even save the live video for later shoppers.

How can brands get in on the action?

By now, you’re probably wondering: “Okay, but how do I start livestream selling?” Well, we got you answers! Here’s your quick starter guide.

1. Team up with the right influencers

Find content creators who align with your brand and speak to your target audience. Their trust with followers can be your shortcut to credibility.

2. Make it exclusive

Create urgency with one-time deals, limited product drops, or early access for viewers. These psychological nudges can seriously drive conversions.

3. Interact like you mean it

Don’t just pitch, chat. Answer live questions, respond to comments, call out viewers by name. The more natural it feels, the better.

4. Invest in quality production

You don’t need a film crew, but clear audio, good lighting, and a stable stream go a long way. It makes your brand look professional and polished.

5. Use AI and data to get smarter

Post-stream analytics and AI-powered tools can help you understand what resonated, when viewers dropped off, and how to improve your next stream.

Is this just a trend or the future of e-commerce?

We’re already seeing strong signals that shoppertainment is here to stay.

In India, the live commerce industry is projected to grow to $4–5 billion by 2025, driven by mobile-first users in the fashion and beauty categories. 

And in the West, platforms like Meta and Amazon are doubling down on their interactive e-commerce capabilities.

The takeaway? 

The brands that lean into livestream shopping ads now will likely have a serious edge in the coming years.

Wrapping Up!

If you want your campaigns to bring in the moolah, you need to know when to strike! We now recommend reading ~ The Ultimate 2025 Ad Timing Guide: When Your Audience Is Most Likely to Convert.