Live Commerce 2025: How Amazon, Walmart, and TikTok are Redefining Retail

Remember when shopping was just… shopping? Those days are over. Live commerce is reshaping e-commerce into a dynamic fusion of entertainment, community, and instant purchasing.

Live commerce is experiencing significant growth globally. The global live commerce platforms market is anticipated to reach $3.48 billion by 2030, with a projected Compound Annual Growth Rate (CAGR) of 21.2% from 2024 to 2030. This growth is driven by increasing demand for online shopping, more interactive shopping experiences, smartphone proliferation, and high-speed internet availability.

Live commerce marks a significant departure from static product pages. Consumers no longer want just to browse—they crave experiences. With live streams, shopping becomes a dynamic event where they can learn, engage, and buy all at once. This blend of entertainment and convenience resonates particularly with younger audiences who prioritize authenticity and interaction.

What is Live Commerce?

Live commerce blends real-time video streaming with online shopping, enabling brands to showcase products through interactive live sessions. Consumers can engage directly with hosts, ask questions, and make instant purchases during the stream, creating a seamless and engaging shopping experience.

Key Features of Live Commerce:

• Interactivity: Unlike traditional e-commerce, live commerce offers a two-way conversation. Shoppers can ask questions in real-time, and hosts can address them immediately, making the experience highly engaging.
• Real-Time Purchasing: Consumers can click and buy products directly during the live stream, reducing friction in the purchase process.
• Influencer Involvement: Many live commerce events are hosted by influencers or brand representatives who add credibility and entertainment to the experience.

Why is live commerce so popular in China?

China has led the charge in live commerce adoption with a market size of $695 billion in 2023. Approximately 81% of Chinese online shoppers participate in live commerce, with 54.7% of internet users tuning into livestream shopping in 2023.

Its popularity stems from the heavy integration of live streams with e-commerce platforms like Taobao and Douyin, where influencers and celebrities drive massive sales through highly interactive sessions.

While China is the global leader, other regions are making significant strides in live commerce adoption. In the United States, livestream e-commerce sales reached $50 billion in 2023 and are projected to grow by 36% by 2026. Similarly, countries like India and Thailand are quickly embracing live commerce, reflecting its growing appeal beyond China’s borders.

Younger generations are at the forefront of this shift, with Gen Z accounting for 34% of live commerce users and Millennials close behind at 31%. Their preference for interactive and engaging shopping experiences is driving the evolution of this market and influencing how brands connect with consumers.

Innovation continues to shape live commerce, with trends like augmented and virtual reality (AR/VR) revolutionizing the shopping experience. Social media platforms have also become essential players in the space, offering new ways to engage audiences and foster interactivity. As brands prioritize creating immersive and interactive shopping experiences, live commerce is poised to transform online shopping on a global scale.

Breaking Down the Big Players: Amazon Live, Walmart Live, TikTok Live

Live commerce is taking shape across various platforms, each catering to different audiences and offering unique opportunities for brands. Here’s how the biggest players—Amazon Live, Walmart Live, and TikTok Live—stack up.

Amazon Live

Amazon Live integrates live streaming directly with Amazon’s marketplace, allowing brands or influencers to showcase products while shoppers watch, learn, and purchase without leaving the platform.

Best for: Brands targeting high-intent shoppers who are already in “buying mode” and browsing Amazon for deals or specific products.

Winning strategies:

• Product Demos: Showcase key features and benefits in real-time to help buyers make confident decisions.
• Time-Limited Deals: Create urgency with exclusive discounts available only during the live session.
• Follow-for-Notifications: Encourage viewers to follow your Amazon Live channel to get updates on future streams, building a loyal audience.

Walmart Live

Walmart Live hosts livestream shopping events where consumers can explore products, hear from relatable influencers, and purchase seamlessly through Walmart’s website or app.

Best for: Brands focused on everyday essentials, seasonal products, or those appealing to value-conscious shoppers.

Winning strategies:

• Seasonal Campaigns: Use live streams to promote back-to-school, holiday shopping, or other timely events.
• Bundle Promotions: Highlight bundles that offer convenience and value, which resonate with Walmart’s audience.
• Affordability Focus: Showcase cost-saving features or price comparisons to appeal to shoppers seeking deals.

TikTok Live

TikTok Live is built for trend-driven, entertaining shopping sessions where influencers or brands host live streams and sell products directly within the app. Viewers can interact, ask questions, and purchase without leaving the platform.

Best for: Gen Z and millennials looking for impulse buys, trendy products, and interactive experiences.

Winning strategies:

• Viral-Worthy Content: Lean into TikTok’s fun, creative culture to make your streams engaging and shareable.
• Influencer-Driven Streams: Partner with popular TikTok creators who bring authenticity and trust to your brand.
• Interactive Q&A: Use live questions and answers to build a personal connection and overcome buying hesitations.

How Do Amazon Live, Walmart Live, and TikTok Live Compare?

Each platform has its strengths, but the key to success lies in aligning your strategy with your target audience and product category. Whether you’re leveraging Amazon’s high-intent shoppers, Walmart’s value-driven consumers, or TikTok’s trendsetters, live commerce can transform how you connect with and convert customers.

Each live commerce platform brings something unique to the table, catering to different shopper behaviors, brand goals, and product categories. Here’s a head-to-head comparison to help you decide which platform aligns with your brand’s needs:

Live commerce platforms like Amazon Live, Walmart Live, and TikTok Live each offer unique advantages, catering to different audiences and product categories.

Amazon Live targets high-intent shoppers actively looking to make purchases, particularly in categories like electronics, beauty, and fitness gear that benefit from detailed demonstrations. Shoppers on Amazon Live are typically primed to buy, drawn by polished, informative content and limited-time offers. With features like seamless integration into Amazon’s marketplace, notifications for followers, and links to products, it excels at converting ready-to-buy audiences into loyal customers.

Walmart Live, on the other hand, appeals to value-conscious shoppers seeking affordable everyday essentials, seasonal items, and household products. Its audience values relatable and practical content, showcasing how products fit into everyday life. Walmart Live’s platform ties directly into Walmart’s app and website for a fast and efficient shopping experience, making it ideal for families and budget-conscious shoppers. Promotions like bundles and seasonal campaigns resonate strongly with this audience, emphasizing reliability and cost-saving deals.

Lastly, TikTok Live thrives on creativity and trend-driven engagement, making it the go-to platform for younger audiences like Gen Z and millennials. This platform focuses on visually engaging products such as fashion and beauty, with shopping behavior influenced by entertainment and influencer recommendations. TikTok Live leverages its in-app purchasing features and social elements, such as likes and comments, to foster an interactive shopping experience. By building buzz through viral-worthy content and influencer-led streams, TikTok Live helps brands create a sense of excitement and urgency, perfect for trend-heavy or impulse-buy products. Each platform’s unique strengths make it essential to align your strategy with your audience and product offerings.

How to Choose Between Amazon Live, Walmart Live, and TikTok Live

The right live commerce platform depends on your brand’s audience, products, and marketing strategy. Here’s how to decide:

1. Align Your Audience with the Platform’s Core Users

Each platform attracts a different type of shopper:

• Amazon Live draws high-intent buyers ready to purchase.
• Walmart Live appeals to value-conscious, practical consumers.
• TikTok Live captures younger, trend-driven audiences seeking entertainment.

Ask yourself: Where are your customers most likely to spend their time online?

2. Understand Your Product Fit

Different platforms are better suited for certain types of products:

• Trendy Products like beauty or fashion? TikTok Live is your go-to.
• Essentials like household items? Walmart Live is the best match.
• Premium or Demonstration-Heavy Products like gadgets? Amazon Live excels.

Ensure the platform’s strengths align with your product category.

3. Evaluate Your Brand’s Content Style and Resources

• Amazon Live requires polished, professional streams to appeal to its ready-to-buy audience.
• Walmart Live thrives on relatable, down-to-earth content.
• TikTok Live demands creativity, entertainment, and a strong influencer presence.

Consider your team’s ability to produce engaging live streams and adapt to each platform’s unique culture.

Pro Tip: If your brand spans multiple audience types or product categories, consider using a multi-platform approach to maximize reach and impact.

Interested

Pro Tips for Live Commerce Success

Want to make the most of live commerce? Here are four proven strategies to help your brand stand out and drive results:

1. Build a Strong Influencer Strategy

Partner with influencers who align with your brand’s voice and audience. Their authenticity and connection with followers can drive trust and engagement during live streams. Look for influencers who:

• Have expertise in your product category.
• Are skilled at interacting with live audiences.
• Can create content that resonates with the platform’s culture (e.g., fun for TikTok, informative for Amazon).

2. Use Limited-Time Offers and Exclusive Product Drops

FOMO (fear of missing out) is a powerful motivator. Create urgency with:

• Discounts only available during the stream.
• Early access to new product launches.
• Exclusive bundles for viewers who act fast.

These tactics not only boost conversions but also encourage more viewers to tune in next time.

3. Invest in High-Quality Production

First impressions matter. A poorly executed stream can hurt your brand’s credibility. To make your live commerce sessions shine:

• Use professional lighting, audio, and video equipment.
• Train your hosts to be engaging and informative.
• Ensure your setup is visually appealing and aligned with your branding.

4. Leverage Platform-Specific Tools

Each platform offers features to enhance your live streams:

• Amazon Live: Use the Creator app to track performance metrics and drive product visibility.
• TikTok Live: Incorporate trends, hashtags, and viral challenges to boost engagement.
• Walmart Live: Highlight seasonal deals and bundles to appeal to value-conscious shoppers.

Tailor your approach to each platform’s strengths to maximize impact.

Are You Ready to Go Live?

Live commerce is your gateway to standing out in a crowded marketplace. By showcasing products in real-time and connecting with audiences on a personal level, you can build trust, foster loyalty, and convert viewers into loyal customers.

Don’t let the opportunity pass you by! Whether you’re new to live commerce or looking to refine your strategy, we’re here to help. Sign up for a free audit today to explore the best platform and tactics for your brand. Let’s get your live commerce journey started and take your online presence to the next level!