Survey: Live shopping, video commerce on the rise

Across all demographics and genders, 66% of those surveyed shop on social platforms like Facebook, TikTok Shop, and Instagram Reels at least once a month, with 32% doing so multiple times a week.

A growing number of consumers have engaged in live shopping and video commerce in the past year, presenting opportunities for retailers and brands ahead of the holiday season.

A new survey from commerce platform VTEX revealed that 45% of consumers have browsed or purchased from live shopping events in the past 12 months. Nearly half (45%) of respondents said they have participated in a live shopping event hosted on marketplaces like Poshmark or Amazon in the last year, while more consumers (61%) said they have browsed or shopped on Social Video Commerce channels like Facebook Live, TikTok Shop, YouTube or Instagram Reels in the last year.

Across all demographics and genders, 66% of those surveyed shop on social platforms like Facebook, TikTok Shop, and Instagram Reels at least once a month, with 32% doing so multiple times a week. The frequency of live shopping is lower than shopping on social platforms (12% monthly and 11% multiple times a week), although 55% said they would shop on all forms of video and live commerce if it was more consistently available. Nearly four-in-10 (38%) respondents in VTEX’s survey said they aren’t even sure if brands they like and buy from offer video commerce or live shopping.

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