Live shopping is helping retailers turn online browsing into a more interactive experience. Discover how livestream shopping works, the platforms available to Australian businesses and how retailers are using it to engage customers and drive sales.
Live shopping, also known as live commerce or livestream shopping, combines live video with online shopping. During a livestream, businesses can showcase products, answer customer questions, demonstrate features and offer exclusive deals while shoppers browse and buy in real time.
The format took off in 2016 with Alibaba's Taobao Live in China and has since expanded globally through platforms such as TikTok Shop, eBay Live and Whatnot.
Demand for more interactive shopping experiences is helping drive growth worldwide, with the global live commerce market projected to reach US$74.5 billion by 20301.
Live shopping is also gaining traction in Australia. Australia Post research shows 17% of Australian eCommerce businesses already use live shopping, while a further 10% plan to adopt it within the next 12 months. Another 20% are interested in the format, meaning nearly half (47%) are already using, planning to use or considering live commerce as part of their eCommerce strategy2.
One of the biggest challenges in eCommerce is helping customers feel confident enough to buy without seeing a product in person. Live shopping helps build that confidence by making the online shopping experience more informative and interactive.
Australia Post research found:
Live shopping combines entertainment with retail and is a natural extension of the social media platforms where customers already spend their time. Unlike traditional eCommerce, it creates a sense of community by allowing customers to interact with hosts and other shoppers in real time, helping to build loyalty and encourage repeat purchases.
If you're looking to turn that engagement into long-term customer value, read our guide on creating a customer loyalty plan.
Most live shopping events follow a similar format. A host showcases products during a livestream, demonstrating key features and answering viewer questions in real time. Products are often preloaded into a catalogue or shopping carousel, making it easy for hosts to move between items while customers browse featured products. Customers can interact through live chat and, depending on the platform, either purchase directly from the livestream or visit a website to complete their purchase.
Not sure where to start? You're not alone. Australia Post research found 37% of businesses interested in live shopping aren't sure which platform to use2. Fortunately, there are a range of options available, from social media platforms through to dedicated live shopping platforms and website integrations.
One of the easiest ways to test live shopping is through social media. While native live shopping features such as TikTok Shop, YouTube Shopping and Instagram Live Shopping allow shoppers in some markets to add products to their cart and purchase directly during a livestream, these experiences aren't currently available in Australia. Instead, many businesses use Instagram Live, Facebook Live, YouTube Live and TikTok LIVE to showcase products, answer questions and drive viewers to their website to purchase.
As your strategy matures, you may want to explore platforms designed specifically for live commerce, including:
Australian retailers can apply to sell on Whatnot, a live shopping platform where sellers can host livestreams, run auctions and offer products through both live shows and their storefronts.
eBay Live launched in Australia in 2025, initially focusing on trading cards and collectibles before expanding into categories such as fashion, jewellery, electronics and beauty. The platform is currently available to invited sellers, with expressions of interest open via the eBay Live seller page. eBay research found 40% of Australians are interested in shopping via livestreams, highlighting growing demand for the format3.
Another popular marketplace is Amazon Live, although it's not currently available in Australia. Stay tuned for updates on its Australian launch.
You can host live shopping directly on your website, creating a seamless experience that lets customers watch, interact and buy in one place. Here are a few platforms that can help you get started.
Channelize is a live shopping platform that helps you create shoppable livestreams on your website and apps. You can also turn existing TikTok and Instagram videos into shoppable content, giving customers more ways to discover and buy your products.
The platform integrates with Shopify, Wix and WooCommerce, making it easy to get started.
Firework helps retailers create video-led shopping experiences across their website and apps, while also extending video content into email, SMS and packaging through QR codes.
The platform combines livestream commerce and AI-powered tools to help create and scale content, and is used by global brands including Dove, Heinz, Mattel and Lego. With integrations for Shopify, Wix and WooCommerce, Firework supports both small retailers and enterprise businesses.
Running a live shopping event can feel daunting, especially if you're short on time or don't have in-house video expertise. Australia Post research found 36% of businesses interested in live shopping lack the time or staff to create live content, while 28% lack confidence or skills with video and social platforms2. Companies such as Live Commerce Australia can help, providing support with planning, production, promotion, audience engagement and post-event reporting.
Here's how a few well know Aussie retailers started experimenting with live shopping:
Oz Hair & Beauty was one of the first Australian retailers to embrace live shopping, launching its first event on its website in partnership with Live Commerce Australia in 2024. Early results were promising, with more than 100 add-to-carts per session and ROI turning positive by the third episode4. As CEO Anthony Nappa explains, "Live Commerce looked like the right way to meet customers where they are."5
Since then, the retailer has built live shopping into its marketing strategy, running regular livestreams that combine product education, expert advice and exclusive offers.
In 2025, BIG W partnered with Bread Agency to bring live shopping to its iconic Toy Sale. Hosted by comedian Melinda Buttle, the livestream featured curated product showcases, quizzes and surveys, live Q&A segments, and real-time purchasing options, creating an instant feedback loop between the brand and its audience. Hosted across BIG W's website and social channels, the events delivered strong engagement, with average watch times exceeding eight minutes and solid conversion rates6.
While many Australian retailers are still experimenting with live shopping, Samsung Australia is already exploring the next evolution of the channel: AI-powered livestreams. Through a partnership with AnyMind Group, Samsung is rolling out AI-led live commerce experiences using interactive AI avatars hosted on its website.
These avatars can demonstrate products, answer customer questions in real time and provide personalised shopping guidance, helping Samsung deliver live round-the-clock multilingual shopping experiences7.
As AI becomes a bigger part of online shopping, now's the time to make sure your business is ready for agentic commerce.
Before you hit "Go Live", a little planning can go a long way. Follow these 10 steps to create a successful livestream shopping event that keeps customers watching and ready to buy.
Live shopping is becoming an increasingly important part of the retail mix. With almost half (47%) of Australian eCommerce businesses either using, planning to use or considering the format2, and new technologies such as AI-powered shopping experiences emerging, now is a good time to explore how it could fit into your eCommerce strategy.
Live shopping is an online shopping format that combines livestream video with real-time purchasing, allowing viewers to watch demonstrations and buy products during a live broadcast.
Live social shopping refers to live shopping events hosted on social media platforms such as Instagram, Facebook, TikTok or YouTube.
Live selling is another term for live shopping, live commerce or livestream commerce.
Livestream shopping is another name for live shopping, where products are showcased and sold during a live video broadcast.
A host presents products during a livestream while viewers can ask questions, interact through chat and purchase products directly from the stream.
It involves promoting and selling products through live video content hosted on social platforms.
TikTok live shopping combines livestream content, creator-led product demonstrations and integrated shopping features to help customers discover and purchase products in real time.
Yes. Australian retailers can use live shopping through social media platforms, dedicated marketplaces and website-based live commerce platforms. While some overseas shopping features are not yet available locally, businesses can still host livestream shopping events and direct viewers to purchase through their website.
Retailers of all sizes can use live shopping. It is particularly effective for products that benefit from demonstrations, tutorials, expert advice or customer questions.
Popular live shopping platforms include Whatnot, eBay Live, Channelize and Firework.
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1 The Business Research Company, Live Commerce Market Report 2026
2 Australia Post, Omnibus Survey, July 2026
3 ebayinc, eBay Live launches in Australia, making a major milestone in eBay's evolution
5 Inside Retail, Live shopping is on the rise. Here's how Aussie retailers are tapping in
6 Campaign Brief, Big W embraces live shopping with bread agency to transform retail
7 Storyboard18, Samsung taps AnyMind's AnyLive to scale AI-led live commerce across eight markets
Writer
Melissa Tabuteau is a content writer who creates practical, insight-led content for Australian small and medium businesses, with a focus on eCommerce and business growth. Drawing on experience across banking and content marketing, she combines economic insights, consumer trends and industry research to create clear, useful guidance that helps businesses understand changing market conditions and identify opportunities for growth.
