In the last six months, live streaming has become the biggest driver of GMV (Gross Merchandise Value) on TikTok Shop, reshaping how consumers shop and interact with brands online. As the e-commerce landscape evolves, live commerce has taken centre stage as a critical strategy for driving engagement and revenue.

- Consumers are three times more likely to engage with dynamic formats like live streaming compared to static content, highlighting its effectiveness in capturing attention.

- Live streaming generates nearly double the revenue of traditional product pages, making it a must-have for brands seeking to maximise sales.

- Live streaming now accounts for 47.4% of TikTok Shop’s total GMV, outperforming short videos (27.26%) and product pages (25.34%), proving its unmatched impact in today’s market.

For brands navigating the fast-changing world of e-commerce, this data illustrates the transformative power of live commerce. By incorporating live streaming into their strategies, businesses can not only boost sales but also create memorable, real-time shopping experiences that keep consumers coming back.