New trend of live shopping: 61% of American consumers actively participate in live shopping

Recently, VTEX released a new study on live shopping trends, which showed that more and more consumers are actively participating in this emerging form of shopping. The study was conducted on 1,000 American adults, and the results showed that 61% of the respondents had browsed or shopped on social video live shopping channels, and 45% of American consumers had participated in live shopping activities in the past year.

The survey results show that 45% of respondents said that they had participated in live shopping events held by platforms such as Poshmark or Amazon last year, while 61% of consumers said that they had browsed or shopped on social platforms such as Facebook Live, TikTok Shop, YouTube or Instagram Reels last year. 66% of respondents shop on these social platforms at least once a month, and 32% said they shop multiple times a week.

In terms of age, Generation Z leads in video shopping on social platforms with a participation rate of 83%, while Millennials dominate live shopping at 58%.

In terms of gender, men are generally more involved in video interaction and purchases than women, with 48% of men saying they have participated in live shopping, compared to 42% of women. In addition, 31% of men believe that discovering new products through this channel is the most valuable experience, and 20% of men said that if brands can continue to conduct live shopping activities, they are willing to participate every day.

For brands targeting male consumers, livestream shopping offers a strategic opportunity to increase engagement and product exposure. Technology and electronics brands, in particular, should adjust their strategies to tap into this high-potential, highly engaged and lucrative consumer group.

However, the frequency of brand live shopping events is still insufficient, with only 12% of brands holding live shopping events every month and 11% holding them multiple times a week. 55% of consumers said they would be more actively involved if the frequency of video and live shopping events was more stable.

The survey also showed that 38% of respondents were unsure whether their favorite brands offer video shopping or live shopping features. This finding suggests that brands need to evaluate the effectiveness of their marketing, as 25% of consumers currently lack awareness of related activities, which provides an opportunity for brands to attract potential participants.

Author✎ Summer/
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