GITNUXREPORT 2025

Live Shopping Statistics

Live shopping is booming globally, with China leading market growth.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

65% of brands plan to increase their investment in live shopping over the next two years

Statistic 2

Brands that leverage live shopping see an average revenue increase of 33% compared to traditional e-commerce

Statistic 3

Over 60% of consumers in China have made a purchase through live shopping platforms

Statistic 4

In the US, 82% of consumers are willing to watch a live video to learn more about a product

Statistic 5

Approximately 70% of viewers are more likely to purchase a product after watching a live shopping broadcast

Statistic 6

The average conversion rate for live shopping events is around 20%

Statistic 7

The average watch time for live shopping streams is approximately 26 minutes

Statistic 8

Mobile devices account for over 75% of live shopping views globally

Statistic 9

Over 40% of live shopping viewers make a purchase within 24 hours of the broadcast

Statistic 10

The top three categories in live shopping are fashion, beauty, and electronics

Statistic 11

Influencers and KOLs drive 70% of live shopping sales in China

Statistic 12

The average order value (AOV) during live streams is 2.3 times higher than traditional e-commerce purchases

Statistic 13

Live shopping can boost customer engagement by up to 80%

Statistic 14

Over 90% of brands recognize live shopping as a vital part of their e-commerce strategy moving forward

Statistic 15

40% of viewers say they have purchased a product after seeing it live

Statistic 16

The most common reason consumers tune into live shopping is to get exclusive deals, reported by 65% of viewers

Statistic 17

80% of live shopping viewers follow brands or influencers they like, to stay updated with new products

Statistic 18

55% of consumers said they would prefer to watch a live shopping event rather than visit a physical store

Statistic 19

The average response time from viewers in live shopping chats is less than 30 seconds, fostering instant interaction

Statistic 20

Over 60% of brands report an increase in social media followers after hosting live shopping events

Statistic 21

50% of live shopping consumers report that they share live videos with friends, increasing organic reach

Statistic 22

The average number of products sold per live shopping event is approximately 40, with some events selling over 200 items

Statistic 23

85% of live shopping viewers say they enjoy the real-time interaction with hosts or influencers

Statistic 24

The most effective duration for live shopping broadcasts is between 30 to 60 minutes, according to industry surveys

Statistic 25

The use of augmented reality (AR) and virtual try-on features in live shopping has increased by 65% in 2023, enhancing the shopping experience

Statistic 26

The average conversion rate on Facebook Live is approximately 15%, higher than other social platforms

Statistic 27

60% of consumers are likely to follow recommendations from live shopping hosts, influencing their purchase decisions

Statistic 28

45% of consumers in the US are aware of live shopping platforms, but only 10% have participated, indicating room for growth

Statistic 29

The top reasons for consumers to attend live shopping events include discounts, entertainment, and product demonstrations, with 80%, 65%, and 60% respectively

Statistic 30

Live shopping engagement rates are significantly higher on platforms with integrated shopping features, such as Instagram Shopping and TikTok Shopping, compared to traditional social media

Statistic 31

55% of live shopping viewers are aged 18-34

Statistic 32

The global live shopping market was valued at approximately $102 billion in 2022

Statistic 33

By 2025, the live shopping market is projected to reach $459.8 billion worldwide

Statistic 34

Live shopping sales grew by over 300% year-over-year in Q1 2023 in China

Statistic 35

The most popular live shopping platform in China is Taobao Live, with over 10 million monthly viewers

Statistic 36

In Europe, live shopping is growing rapidly, with the UK leading at 40% adoption among e-commerce consumers

Statistic 37

The number of live shopping viewers in North America increased by 50% in 2023

Statistic 38

In 2023, the Asia-Pacific region saw an increase of 70% in live shopping sessions compared to previous years

Statistic 39

The top three countries in live shopping adoption are China, the US, and South Korea, with China leading at 70% market penetration

Statistic 40

Live shopping sales via social media platforms account for 65% of the total live shopping revenue globally

Statistic 41

The number of live shopping streaming hours globally increased by 120% in 2023, indicating higher engagement levels

Statistic 42

China’s live shopping market generated over $200 billion in 2022, making it the largest single-country market

Statistic 43

75% of brands are planning to launch or expand live shopping features in 2024, reflecting industry growth

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Key Highlights

The global live shopping market was valued at approximately $102 billion in 2022
By 2025, the live shopping market is projected to reach $459.8 billion worldwide
Over 60% of consumers in China have made a purchase through live shopping platforms
In the US, 82% of consumers are willing to watch a live video to learn more about a product
Approximately 70% of viewers are more likely to purchase a product after watching a live shopping broadcast
The average conversion rate for live shopping events is around 20%
The average watch time for live shopping streams is approximately 26 minutes
Mobile devices account for over 75% of live shopping views globally
Over 40% of live shopping viewers make a purchase within 24 hours of the broadcast
55% of live shopping viewers are aged 18-34
The top three categories in live shopping are fashion, beauty, and electronics
Live shopping sales grew by over 300% year-over-year in Q1 2023 in China
The most popular live shopping platform in China is Taobao Live, with over 10 million monthly viewers

Live shopping is revolutionizing retail, with projections soaring to nearly half a trillion dollars globally by 2025 and over 60% of consumers in China making purchases through live streams—highlighting a rapidly expanding industry that combines real-time interaction, influencer power, and immersive technology to boost sales and customer engagement worldwide.

Brand Strategies and Business Impact

65% of brands plan to increase their investment in live shopping over the next two years
Brands that leverage live shopping see an average revenue increase of 33% compared to traditional e-commerce

Brand Strategies and Business Impact Interpretation

With 65% of brands looking to boost their live shopping investments and witnessing a 33% revenue uplift, it's clear that traditional e-commerce may soon need to sit live—literally.

Consumer Behavior and Engagement

Over 60% of consumers in China have made a purchase through live shopping platforms
In the US, 82% of consumers are willing to watch a live video to learn more about a product
Approximately 70% of viewers are more likely to purchase a product after watching a live shopping broadcast
The average conversion rate for live shopping events is around 20%
The average watch time for live shopping streams is approximately 26 minutes
Mobile devices account for over 75% of live shopping views globally
Over 40% of live shopping viewers make a purchase within 24 hours of the broadcast
The top three categories in live shopping are fashion, beauty, and electronics
Influencers and KOLs drive 70% of live shopping sales in China
The average order value (AOV) during live streams is 2.3 times higher than traditional e-commerce purchases
Live shopping can boost customer engagement by up to 80%
Over 90% of brands recognize live shopping as a vital part of their e-commerce strategy moving forward
40% of viewers say they have purchased a product after seeing it live
The most common reason consumers tune into live shopping is to get exclusive deals, reported by 65% of viewers
80% of live shopping viewers follow brands or influencers they like, to stay updated with new products
55% of consumers said they would prefer to watch a live shopping event rather than visit a physical store
The average response time from viewers in live shopping chats is less than 30 seconds, fostering instant interaction
Over 60% of brands report an increase in social media followers after hosting live shopping events
50% of live shopping consumers report that they share live videos with friends, increasing organic reach
The average number of products sold per live shopping event is approximately 40, with some events selling over 200 items
85% of live shopping viewers say they enjoy the real-time interaction with hosts or influencers
The most effective duration for live shopping broadcasts is between 30 to 60 minutes, according to industry surveys
The use of augmented reality (AR) and virtual try-on features in live shopping has increased by 65% in 2023, enhancing the shopping experience
The average conversion rate on Facebook Live is approximately 15%, higher than other social platforms
60% of consumers are likely to follow recommendations from live shopping hosts, influencing their purchase decisions
45% of consumers in the US are aware of live shopping platforms, but only 10% have participated, indicating room for growth
The top reasons for consumers to attend live shopping events include discounts, entertainment, and product demonstrations, with 80%, 65%, and 60% respectively
Live shopping engagement rates are significantly higher on platforms with integrated shopping features, such as Instagram Shopping and TikTok Shopping, compared to traditional social media

Consumer Behavior and Engagement Interpretation

As live shopping continues to captivate global audiences—with over 60% of Chinese consumers purchasing via such platforms and US viewers increasingly tuning in for product demos and exclusive deals—it's clear that 21st-century e-commerce is less about clicking "buy now" and more about engaging in a dynamic, interactive shopping experience that turns viewers into eager buyers, influencer followers, and social sharers all within a 26-minute stream.

Demographics and User Preferences

55% of live shopping viewers are aged 18-34

Demographics and User Preferences Interpretation

With over half of live shopping audiences aged 18-34, it's clear that the future of retail is streaming straight into the hands of digital-savvy Millennials and Gen Zs—making it a must-watch marketplace for brands aiming to stay relevant.

Market Size and Growth

The global live shopping market was valued at approximately $102 billion in 2022
By 2025, the live shopping market is projected to reach $459.8 billion worldwide
Live shopping sales grew by over 300% year-over-year in Q1 2023 in China
The most popular live shopping platform in China is Taobao Live, with over 10 million monthly viewers
In Europe, live shopping is growing rapidly, with the UK leading at 40% adoption among e-commerce consumers
The number of live shopping viewers in North America increased by 50% in 2023
In 2023, the Asia-Pacific region saw an increase of 70% in live shopping sessions compared to previous years
The top three countries in live shopping adoption are China, the US, and South Korea, with China leading at 70% market penetration
Live shopping sales via social media platforms account for 65% of the total live shopping revenue globally
The number of live shopping streaming hours globally increased by 120% in 2023, indicating higher engagement levels
China’s live shopping market generated over $200 billion in 2022, making it the largest single-country market

Market Size and Growth Interpretation

As live shopping surges towards a projected $460 billion by 2025, it's clear that digital draping—where brands dress up their pitches in real-time—has become the hottest runway worldwide, with China leading the charge and social media commerce now claiming two-thirds of the global stage.

Platform and Technology Trends

75% of brands are planning to launch or expand live shopping features in 2024, reflecting industry growth

Platform and Technology Trends Interpretation

With three-quarters of brands gearing up to launch or expand live shopping in 2024, it's clear that the retail revolution is no longer just on our screens—it's taking over the checkout counter.