Insights into the trend of live e-commerce in the United States: expected to reach $31.7 billion this year

According to a report by Oresight Research and Bambuser, the U.S. live streaming e-commerce market is expected to reach $31.7 billion by the end of this year and will nearly triple by 2021. The report estimates that by 2026, the market will reach $67.8 billion, accounting for more than 5% of the e-commerce market.

The report shows that the live shopping platforms with the most retailers participating include Facebook Live (55%), YouTube Live (52%), Instagram Live (46%), Amazon Live (30%) and brands and retailers’ own apps or websites (28%).

In contrast, TwitchLive (24%), TikTok (22%), PinterestTV (14%), Talkshoplive (14%), QVC, HSN and HSE (7%) are the live streaming platforms least used by retailers.

On the consumer side, most people engage with live e-commerce primarily through social media platforms such as Instagram and Facebook (64%), followed by video-sharing platforms such as YouTube and TikTok (53%), online marketplaces such as Amazon (31%), and TV networks such as QVC and HSN (30%).

On the other hand, the live shopping platforms with the least audience were retailer websites and apps like Walmart and Nordstrom (24%), live shopping platforms like Talkshoplive and ShopShops (23%), and brand websites and apps like Estée Lauder and Nike (21%).

The live streaming viewing habits of US consumers also vary by age group, with younger consumers more likely to watch live streaming during the day. Consumers aged 18 to 25 are most likely to watch live streaming between 7:00 a.m. and 4:00 p.m., while consumers aged 42 to 57 are more likely to watch live streaming between 5:00 p.m. and 12:00 a.m., according to the report.

In addition, live streaming e-commerce is being adopted by more and more industries. 41% of home improvement retailers said they have used the live streaming e-commerce model in the past 6 to 12 months, and 37% of grocery, consumer electronics and daily necessities retailers also said they have adopted live streaming e-commerce.

The report predicts that by 2023, as more retailers adopt live e-commerce, consumer engagement with live streaming will continue to grow, and informative content and creative collaborations will become key to increasing and maintaining audiences.

As livestream shopping grows, some retailers have been devoting more resources to the marketing channel. Last year, Walmart and Talkshoplive expanded their partnership to feature eight livestream shopping events.

But other studies have shown that the live shopping trend has not taken off in the U.S., and other platforms have also shut down live shopping features. Meta shut down live shopping on Facebook last August. Last month, the company took a similar step on Instagram.

As retailers and social media move in and out of live commerce, a report released by Morning Consult in December found that less than a third of U.S. adults have heard of, seen or read about live shopping events. Nearly 80% of U.S. adults said they have never participated in a live shopping event.

Editor✎ Ashley/

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