Live Selling in 2025: How To Boost Engagement and Sales

Learn the best live selling practices, platform strategies, and data-backed benefits to grow your retail business in 2025.

Live selling isn’t a new concept: platforms like HSN or QVC have been live selling products in real time for decades. But modern live commerce tools democratize an experience that once required a major media platform, making it accessible to any retailer.

Today, live shopping thrives because customers crave entertaining and interactive ways to shop online. In this digital format, shoppers can see products in action, ask questions in real time, and connect directly with brands.

As a result, the industry is booming: revenue from live shopping is forecast to grow by 36% this year, accounting for 5% of all online sales in the US. This guide shares how to get in on the action.

Why Live Selling is a Powerful Channel

Live selling has the potential to revolutionize the retail industry. The convergence of live video and retail is gaining traction, especially among digitally native generations: while only 34% of Gen Z said they were interested in shoppable livestreams in 2020, that number has since jumped to 61%.

Live selling allows you to:

Engage with your audience: The best way to build a loyal customer base is to connect through real-time engagement features like chat, Q&A, and polls.
Allow customers to make a real-time purchase: Customers want instant gratification, and live selling is the right tool for it—provided your product catalog is integrated with the live-shopping platform.
Lower return rates: Online returns can happen if the product looks different in the flesh. Unlike static images on your ecommerce website, live commerce lets customers get a 360-degree view of the item, which can reduce retail returns and exchanges.
Scale your reach and sales: Once you set up the infrastructure for live selling, you can easily scale your business and reach a broader audience. It helps you leverage the online shopping experience while retaining the human element of in-person commerce.

Tech & Tools for Professional Live Selling

To start live streaming for your retail store, you don’t need a huge budget or complex setup—just the basics to showcase your products professionally:

Camera: Most modern mobile phones have great cameras built in, so you can skip this one if you’re streaming from your device. Just remember to film using the rear camera, not the front (selfie) camera.
Microphone: Consider a mic that sits either on the surface in front of you or is clipped to your clothing.
Lighting: A live-shopping stream should show your products in their best light—literally. If you don’t have a light source (such as a ring light or softbox), position yourself in front of a large window to get natural lighting.
Streaming software: This depends on the platform you’re streaming on. TikTok, for example, has its own native live commerce feature with no need for additional software. If you’re live selling on multiple platforms simultaneously, you’ll need a multistreaming tool like Restream or Livepush.
Reliable internet connection: The last thing you want is for your internet connection to drop midstream. Buffering can also drive viewers away. Opt for a hardwired connection instead of Wi-Fi if possible.
Moderators: While not a "tool" per se, a moderator can help keep your stream on track when you’re busy talking. They can monitor comments, encourage engagement, and answer questions midstream.

Best Practices for Live Selling

Use live selling for pre-launch promotion If you’re hosting a product launch, consider adding live selling to your pre-launch marketing mix. It will help you drive interest, boost engagement, and increase sales.
Build and engage your community A strong community can drive repeat business and help you fine-tune your retail strategy. Live streams let you answer questions, get real-time feedback, and adapt instantly.
Leverage creator and influencer partnerships Creators influence 1 in 2 purchase decisions among younger generations. Enlist their help to add credibility to your stream.
Capture emails and SMS subscribers pre-event Build an email list upfront to engage customers for your live event.
Use giveaways and exclusives to boost reach Limited-time discounts and free shipping can excite viewers.
Drive sales with real-time interaction Ask customers to participate by commenting or asking questions.
Cross-promote on multiple platforms Meet customers where they are—promote your stream on every sales channel.
Offer in-store pickup for online orders Speed up delivery excitement with local pickup options.
Analyze performance to optimize future streams Test different platforms and strategies to see what resonates.

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