Chinese-Style Live Selling Gives Adrenaline Jolt to Global E-Commerce
By Kelli Luu | 17 Mar, 2025

Live selling is basically turning shopping into a happening party.

If you’re, like, over 30 you might remember being curled up under a blanket, eyes glued to QVC because the hosts have entranced you with products you’ve never seen. And those countdown clocks made your fingers inch toward your wallet for fear of missing out on a sweet deal. 

That thrill went digital in 2016 when retail app Alibaba launched Taobao Live. Say hello to live selling, an e-commerce trend that began in China and has been shaking up the entire retail world while rekindling our shopping addictions. 

Live selling is like QVC but with tap-to-shop convenience, basically turning shopping into a happening party. Now we can join a plethora of QVC-like channels right through our phones on social media platforms. Brands are now hosting virtual parties, giving customers the chance to buy goodies on the spot while chatting with knowledgeable streaming hosts. 

While we Americans brag about that 60-inch flat screen TV scored for $100 on Black Friday, Chinese celebrate Double 11 (Singles’ Day) with a 29-day shopping extravaganza. 

Singles’ Day 2024 showed the growing importance of live commerce, generating unforgettable experiences along with $452 million during the event with individual live stream rooms reaching over $138k in sales. 

This is not a trend that’ll be gone next week.  This new wave of shopping is becoming a global phenomenon and the numbers are mind blowing. In the United States alone the livestream e-commerce market is expected to increase by $20 billion from 2025-2029. 

Western brands quickly took note of China’s craze, boarded the live-selling train, and are partnering with well-known influencers to give people even more of a reason to stop by their live streaming rooms. By utilizing Instagram and TikTok’s live streaming features, retail stars like Amazon and Nordstrom are guaranteeing organic traction and higher sales. 

By 2026, live stream commerce sales is projected to make up more than 5% of all e-commerce sales in North America, with a market expected to shine unbelievably at $6 trillion by 2035, according to Business Research Insights, there’s no doubt live selling is here to stay. 

And that’s simply because this channel checks off all the boxes, for both buyers and sellers. For consumers, it’s convenience at its finest. That means no more waiting in long lines, wasting time filling your online carts with items you probably will never buy, and no more missing out on the lowest prices for the best-selling products. There are endless ways to make purchases when shopping online and you can get your packages sent right to you without having to go to war for a parking spot at the mall. 

For brands, this is a fabulous opportunity to draw in first time watchers and really connect with their audience, ultimately leading to repeat business. In seconds, a seller can present a product in action, instantly answer questions, then confidently close a sale.

I don’t think shopping has ever been this easy. We’ve unlocked an innovative, possibly addictive, way to experience retail therapy.  And for everyone out there building their brand, trust me, you don’t want to miss this party.