How US Brands Can Keep Up With the Live Commerce Gold Rush

Live shopping is not just a trend; it’s a transformative shift in consumer behavior. Today’s shoppers crave authentic, unscripted experiences—much like the long-form, unpolished interviews on a Joe Rogan podcast—where genuine, real-time interactions take center stage. Live shopping and video commerce have proven especially lucrative for brands offering exclusive, invite-only, or digital personal shopper experiences. This resonates across both B2C and B2B sectors as the boundaries between these segments of commerce continue to blur.

U.S. brands can capitalize on the growing demand for what’s being called “concierge commerce,” offering a personalized experience that enables them to respond directly to audience needs. Through these dynamic interactions, brands create deeper connections with their customers, driving long-term value and refining their strategies based on real-time insights.