I wanna start by saying I’m not anti-AI.
Far from it, actually. 😤
I think AI is amazing, and nothing will come between my ChatGPT subscription and me.
So, if you’re an AI superfan…
RELAX 🫷🥺🫸 and stay out of my DMs.
I’m not beefing with you, not today, at least. (I might change my mind tomorrow! 😛)
Also: How to sign up for the ‘next TikTok’ – and why you should do it right away
Now that I’ve got my disclaimer out the way, I NEED to tell you about the future of online shopping.
If you’ve ever thought about starting an online business or are already selling stuff online and looking for the edge, I’ve got you.
In this article, we’ll explore:🧐
- What I believe the future of online shopping looks like
- How we got to this point in the digital retail landscape
- Tips and tricks you can use to stay ahead
So kick back and put the pitchfork down as we dive into what I believe could be a game-changer for online shopping in 2025.
Oh, and if you stick around until the end, I’ll also share how we could make some mula. 🤑
Quick Intro
If you’re new to my work, my name’s Lester, but my friends call me Les.👋
I’m a founder with a successful exit and currently the executive chairman of a group of e-commerce brands. I’m an award-winning performance marketer at my core, and spotting trends is my thing.
Most importantly, I’ve been in the e-commerce space for over 10 years, with some massive wins and even more impressive losses (lol).
I’ve seen many trends come and go while keeping my pulse on the industry and what’s working.🤓☝️
But I can tell you with 99% certainty that this trend is different.
The biggest opportunity for online shopping in 2025
I’m sure you’re wondering, what’s this big opportunity?🕵
It’s called live commerce, and if you’re unfamiliar, it’s a blend of livestreaming and e-commerce.
Creators showcase their products live, explaining the features and benefits to their audience. If the audience likes what they see, they can instantly add it to their cart and purchase it.
Here’s the crazy part: Live commerce generated $20 billion in 2022 and is projected to hit $55 billion by 2026.😲
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According to a recent study, live commerce enhances the online shopping experience by up to 60 percent, making it more engaging and enjoyable for consumers. What is even more impressive is that about 46 percent of US consumers have made a purchase through a live shopping event.
Funny story.
There I was, explaining live commerce to Aly (my editor), and she looked at me and said, “So, it’s like QVC?”
I laughed and said, “Yeah, basically, but online.”
Then two things hit me.
One, geez, I’m getting old. 🫠
Two, even with all the technological advancements like self-driving cars and AI, at our core, humans still want to feel connected to something. That is something AI will never replace.
Also: AI isn’t the next big thing – here’s what is
Replicate, sure. Replace, nah. 👎
The future belongs to founders and entrepreneurs who create meaningful connections with their audience.
Now, I’m not saying AI avatars will fail.
I am saying that the founders and entrepreneurs who dare to put themselves out there will likely be more successful.
And here’s the irony.🧐
The more AI we have, the more people will seek meaningful human connections.
The psychology of why it works
Understanding why live commerce works is essential to future-proofing your business.
Live commerce is at the root of what makes us human. It’s not just about the product.
Let’s start with the fear of missing out, a compelling marketing tactic. When you see others getting excited and making purchases, it’s hard not to think, “I need one too.” 🥰
It’s like when you see one of those TikTok challenges and think, “I have to try this.”
“It can’t be that good.”
or
“It can’t be that hard.”
It’s the same thing with live commerce.
But when it’s happening in real time, it’s that feeling on steroids because when the livestream ends, so does the promotion.
The audience is faced with purchasing one way or another at that moment. 📢
Who are the players?
As you can expect, TikTok is leading the charge regarding live commerce.
Privacy concerns aside, TikTok really gets it.
Creators have seen a lot of success and made millions using this format. 🚀
Also: Why the TikTok ban could collapse the creator economy
It’s not just about making money with products either. TikTok’s gifting feature allows users to send virtual items to creators to show appreciation, adding another layer of engagement.
That said, the platform I’m watching (and totally in love with) is called Whatnot.
As I write this, Whatnot is the fastest-growing platform for live shopping. It specializes in collectibles, fashion, and other niche products.
What I love most about the platform is how it connects passionate collectors with the products they love most. 🎁
It really feels like a community.
Even though the platform is “new,” creators are already seeing success.
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For example, Caitieco recently shared that she sells over $170,000 per month on Whatnot. This proves that dedicated sellers can achieve significant financial success through the platform.
What I love about Whatnot is that it shows this style of commerce has legs and isn’t unique to TikTok. ❤️
That said, new platforms are popping up, and established ones are adopting this commerce style with varying success levels.
3 tips to get started with live commerce
I’m sure you’re wondering, where do I even start?
You must be good at public speaking and communication basics to make this work. While you don’t need to be perfect, and things like stuttering can even be endearing, you need a firm grasp of what you’re doing before you go live.
Also: One of the best podcasting microphones I’ve tested is not made by Yeti or Rode
In this case, “live” doesn’t mean being unprepared. Feel me? 😇
With that said, here’s your crash course on how to start doing live commerce and thrive.
1. Promoting your livestream in advance. 📢
What it is: Promoting your livestream ahead of time to build excitement and ensure a strong turnout. Your livestream needs to feel like an event, so do something unique and offer an exclusive deal or promotion that can only be redeemed during the livestream. You need to give your audience a reason to show up.
How to do it: Use email, social media, and SMS to treat it like a prelaunch. Tell everyone you know and encourage them to share it with others. Build buzz by sharing sneak peeks or teasers of what you’ll showcase during the live.
Pro Tip: Set up a reminder system with SMS or email. Send countdown messages like “We’re live in 24 hours!” or “Don’t miss our live in 1 hour!” Pair these reminders with a hint about the special offer to build urgency and ensure your audience is ready to engage.
2. Leverage live Q&A 🤔
What it is: A real-time conversation with your audience where you answer questions to build trust and rapport. In many ways, it’s like being in a store and asking a salesperson about a product or service.
How to do it: Encourage your audience to ask questions during the livestream and answer them genuinely and in detail. This is your chance to handle objections and clarify anything that might be unclear in your prospects’ minds.
Pro Tip: Prepare answers for common questions beforehand to keep the session smooth and engaging. If you don’t know the answer, it’s OK to say, “I don’t know, but I’ll get back to you.”
3. Have a clear call to action🎯
What it is: A clear call to action (CTA) tells your audience exactly what you want them to do, whether it’s buying a product, signing up, or staying connected. You must have a CTA, and don’t be shy either. Be clear and confident in your product or service.
How to do it: Be direct and specific during your livestream. Say things like “Click the link to add this to your cart now” or “Tap the button to claim this exclusive offer.” Make it easy and obvious for them to take action.
Pro Tip: Use urgency and exclusivity in your CTA. For example, “This deal is only available for the next 10 minutes,” or “We have limited stock, so grab yours before it’s gone.” Most importantly, make it special; give your loyal supporters a reason to attend your live event and explain why they need your offer.
My two cents
Like most things in life, you will get what you put in.
Live commerce is a fantastic opportunity to grow any business. However, that doesn’t mean it’s a magic formula.
Things like having a good product that people want, understanding your audience, and knowing how to connect with them will play an important role.
Live commerce should be viewed as another tool in your tool belt, not the belt itself. 😉
It’s interesting to see how big brands are losing touch with their audience. They’re chasing AI trends while drifting further from genuine connections. Meanwhile, consumers are saying, “AI is great, but we don’t want it to replace authentic interactions with a brand.”
Also: Is your live TV streaming service still worth it? I reassessed the options for us both
Consistently engaging with your audience is key.
Who knows? “Live commerce” might get rebranded into some other fancy name in a few years. But at its core, the underlying “thing” that’s happening is simple: humans connecting with humans.
Now is the perfect time to take advantage of this shift and gain an edge. Big brands are missing the mark and losing their connection with audiences.
You being you is an advantage.
AI can’t imitate that.
All that said, humans are winning, for now 😩
😇 Hope this article helps; I’m rooting for you.
P.S. Want more data-driven marketing insights? Sign up for my free newsletter, No Fluff Just Facts. I share what’s working in the world of digital marketing, the latest trends, and the occasional pep talk to keep you inspired. If this sounds like your jam and you wanna be besties forever, click here to sign up. It’s totally free.