Retail has been somewhat resistant to the rise of the internet and online shopping. People are still very keen to go into shops, browse clothes in-person, see what might fit, and discover those surprise pieces that work so well. Trying before you buy is such an important part of the process, and as much as online shopping is convenient, it’s still more convenient to go in and get the right piece the first time. Live shopping looks to bridge the gap here.
Tapping into a tech that’s been around for quite some time, live shopping is joining a whole collection of new applications that are realising the immersive and interactive potential of a high-definition live stream. It’s turned formerly somewhat passive experiences online into active ones, with ways to truly engage with the product. While it’s been rumoured to be on its way for several years, it now looks like the live shopping revolution has arrived.
A Surge in Live-Streaming Applications
For a long time, there were relatively few applications for live streaming. Many will have only really engaged with it as a way of viewing live events online, particularly sports. Of course, now, the likes of Netflix and Prime Video have branched out into making live streaming a key part of their on-demand streaming platforms, such as by showing the NFL on Netflix. Now the live streaming market is said to be worth $137.1 billion, clearly becoming mainstream.
It’s not so much the ability to watch live sports and music events online that’s really powering the growth of this market, though. Platforms like Twitch now command millions of viewers every minute, who gravitate to conversational live streamers who engage with audiences for hours on end across an array of topics. Then, there are the much more two-way applications of the tech that have made live streams truly interactive.
With the addition of some extra tech components, such as cameras and programs that can read, assess, and relay the goings-on of the live stream and reflect that to viewers, live games can now be played online. This is even the case with the schedule of bubble bingo nights, which are live-streamed bingo events. They combine a professional bingo studio with a bubbly host and a UI for players that lets them buy tickets and daub them as they go.
A Real-Time Experience that You Influence
In the early 2020s, McKinsey reported that live shopping was already booming in China and on the rise in neighbouring markets. The immersive value and engagement levels made it a clear hit, and even though China is a far more advanced market for influencers and mobile commerce, it was seen as a strong enough product to succeed in Western markets. By mid-2025, even the BBC was covering it, but questioning if it’ll truly take off.
Fast-forward to 2026, and not only have some social platforms reversed course on their former dialling down of live shopping options, but Whatnot has been named to the TIME100 Most Influential Companies of the year. Several of its competitors have crumbled in recent years, but Whatnot has gradually grown its offering, shown real staying power, and has hit a valuation of $20 billion after another successful round of funding.
Its growth and the proven formula that it continues to let its users utilise have the fashion industry on notice. Brands and platforms like Boss, Prime, Never Fully Dressed, and Bambuser, among many others, have dabbled in this arena before, but will surely now double down on their previous efforts. There’s a big audience for live shopping events, and the audience will only continue to grow as people experience these immersive occasions firsthand.