The Rise of Livestream Shopping: The Next Big Thing in eCommerce

If you’re working in eCommerce, you’ve probably noticed livestream shopping gaining some serious momentum. It’s a fresh, engaging way for brands to showcase products in real-time, interact directly with customers, and—most importantly—drive instant sales. What started as a massive trend in China has officially landed in the UK, and forward-thinking brands are already jumping on board.

So, let’s break it down:

What exactly is livestream shopping,
Why does it matter and,
How can you make it work for your brand?

What Is Livestream Shopping?

At its core, livestream shopping blends entertainment with eCommerce. It’s a live, interactive product showcase where brands (or influencers) demo products, chat with viewers, and drop exclusive discounts live. Think of it like QVC, but made for TikTok, Instagram, and YouTube audiences.

Lidl’s TikTok Shop Launch: A UK Brand Leading the Charge

One of the best UK examples of livestream shopping in action? Lidl. They recently became the first UK supermarket to launch on TikTok Shop, offering exclusive high-protein fitness bundles—which sold out in just 18 minutes.

Why does this matter? Because Lidl is meeting shoppers where they already are; on TikTok, watching content, and making instant purchases.

“With the number of TikTok shoppers growing rapidly, we’re proud to be the first supermarket meeting our customers directly on the platform," says Joanna Gomer, Marketing Director at Lidl GB.¹

Lush’s 2024 Halloween Livestream Shopping Experience Example

Lush, known for its ethical beauty products, has previously–and successfully–embraced livestream shopping to engage its community and drive sales.

Why It Worked:
✅ Immersive storytelling – Instead of just selling, Lush created a narrative around its Halloween collection.
✅ Exclusive product access – Certain items were only available during the live event, driving urgency.
✅ Live interaction & engagement – Viewers could ask questions and interact with the hosts in real-time.
✅ Strong brand alignment – The playful, immersive approach fits Lush’s vibrant brand identity.

This live shopping format made Lush’s eCommerce more engaging, interactive, and conversion-driven—demonstrating exactly why livestream shopping is beginning to boom in the UK.

Why You Should Care: The Data Doesn’t Lie

If you’re still wondering whether livestream shopping is worth the investment, the numbers speak for themselves:

Conversion rates are through the roof – Brands using livestream shopping see conversion rates of up to 30%—that’s 10x higher than standard eCommerce rates.²
Gen Z is hooked – A whopping 83% of Gen Z consumers have engaged in livestream shopping. That’s a huge audience looking for engaging, real-time shopping experiences.³ (BTW, in the UK, Gen Z makes up around 12.6 million people—a massive potential customer base!)⁴
Nearly three-quarters of UK shoppers use Instagram Live or TikTok Live for live commerce. YouTube and Twitch are also climbing fast, with 58% of users engaging in live shopping.⁵
The market is set to explode – The US live eCommerce market is expected to double from $31.7 billion in 2023 to $67.8 billion in 2026. With the UK following suit, we’re looking at massive growth potential.⁶

How to Get Started with Livestream Shopping (Without the Guesswork)

So, how do you actually make livestream shopping work for your brand? Here’s a quick step-by-step guide to get started:

1. Pick the Right Platform

Where does your audience hang out?

Fashion & Beauty Brands? TikTok Live & Instagram Live are goldmines.
Tech & Gaming? YouTube Live & Twitch have serious engagement.
Bigger-ticket items? Facebook Live & brand-owned platforms work well.

2. Plan a Show, Not Just a Sales Pitch

Livestream shopping isn’t just about showing off products—it’s about creating an experience.

Bring in a personality (brand rep, influencer, or even an enthusiastic store associate).
Make it interactive: Q&As, polls, and real-time reactions keep viewers engaged.
Use storytelling; don’t just list features, show why the product matters.

3. Build Hype Before You Go Live

Think of this like a mini product launch—if no one knows about it, no one will show up.

Tease your livestream across all channels (email, social media, SMS).
Use countdown timers and early-access signups to build anticipation.
Offer exclusive discounts or perks for tuning in live.

4. Drop Exclusive Offers to Drive FOMO

Live shopping thrives on urgency. If people know they can buy the same item later, they’ll wait.

Use limited-time discounts (e.g., “Only valid for the next 30 minutes!”).
Single-use promo codes keep offers exclusive.
Bundle deals & free gifts make purchases more enticing.

How Uniqodo Supercharges Livestream Shopping

To make livestream shopping really deliver results, you need more than just a video feed. Uniqodo provides powerful backend support to enhance live commerce experiences:

✅ On-the-Fly Promotions – Unique, single-use codes sent in real-time to boost urgency.
✅ Onsite Overlays & Pop-Ups – Highlight live deals without disrupting the experience.
✅ Up-sell & Cross-sell Offers – Show relevant products based on customer behaviour.
✅ Early Access & VIP Perks – Give top customers priority access to events.
✅ A/B Testing for Promotions – Optimise deals based on real-time engagement.
✅ Exit Intent Offers – Detect when viewers are leaving and keep them hooked.

Want to maximise engagement & conversions during your livestreams? Uniqodo makes it easy. Get in touch today!

The Bottom Line: Is Livestream Shopping Worth It?

Short answer? Absolutely.

Livestream shopping is reshaping how UK consumers buy—offering instant engagement, FOMO-driven urgency, and conversion rates that traditional eCommerce can’t match.

With Gen Z leading the charge, social platforms doubling down on live shopping, and brands like Lidl already proving it works, now is the time to get in on the action.

Thinking about launching a livestream shopping strategy? Let’s chat about how Uniqodo can help.