Live shopping is gaining momentum in the US, with 60% of adults watching live shopping; however, only 33% make purchases, according to recent data released by Savings.com.
Social media platform TikTok has emerged as the top live shopping platform, followed by Facebook Live and Instagram Live.
The interaction with social shopping is popular among younger shoppers, in particular Gen Z, with 15% responding that they watch live shopping shows once every week.
The survey also revealed that 41% of shoppers have never watched live shopping.
However, a growing concern among shoppers is trust, with 77% stating that live shopping prompts impulsive purchases and overspending, while 57% believe hosts are more entertaining than trustworthy.
Despite the mixed results, companies are continuing to invest in the live shopping sector, with QVC partnering with TikTok to host live 24/7 shopping streams as part of its plans to expand its audience reach.
David Rawlinson, president and CEO of QVC Group Inc said: “We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok, an extremely popular platform with over 170 million users.
“We are excited to share our powerhouse lineup of celebrities, hosts, brands, and products in this interactive format. Our agreement will be a catalyst to transform shopping and discovery, not only for QVC Group and TikTok Shop but also for social shopping at large.”
Additionally, TikTok is becoming an increasingly popular destination for shopping, with a survey revealing that Americans spent an average of $708 on TikTok Shop in 2024.
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