Livestream commerce is no longer a novelty—it’s a global retail channel on the rise. Yet in 2025, the U.S. continues to trail markets like China, where seamless “watch, want, buy” experiences are already baked into consumer behavior. In a recent Retail Media Vibes episode, experts explored what’s holding live shopping back—and what needs to shift for U.S. brands to unlock its full potential.
The China-U.S. Gap: More Than Just Tech
China’s $700B livestream commerce market trumps the U.S.’s $40B industry, thanks to integrated platforms like Taobao Live and WeChat. In contrast, American audiences encounter friction: clunky checkout flows, disjointed experiences, and a cultural hesitancy around watching long-form live content.
The fix? Less focus on hard selling, more on narrative. Content must be entertaining, useful, and hosted by creators who know their audience. Creator-led, retailer-supported hybrids are proving to outperform traditional formats, especially in categories like beauty, cooking, collectibles, and home improvement.
Conversion Hinges on Frictionless Checkout
No matter how compelling the livestream, lost conversions happen at the moment of purchase. Success hinges on one-tap wallets, persistent carts, clear product options, and minimal redirects. Without frictionless shopping, even the best streams fall short.
Strategy Checklist for Brands
To win in 2025:
- Lead with story over specs
- Pair the right host with the right platform (TikTok Shop, Amazon Live, Whatnot)
- Stress-test the tech—from stream stability to checkout
- Focus on entertainment first, with sales as a natural byproduct
As U.S. platforms evolve, the brands that blend culture, creators, and commerce will set the standard for the next era of omnichannel engagement.
