Everything is changing in the world of digital marketing. Today, live shopping is taking many industries by storm.
Inspired by home shopping, reinvented with a digital twist, this immersive format is particularly popular in the worlds of fashion, home decoration and beauty.
But how do you get started without missing a trick? What equipment do you need? What platform to broadcast on? And when? And above all, is it profitable?
With 10 years’ experience in digital marketing, including affiliate andinfluencer marketing, Casaneo explains it all here. This guide offers you a clear, structured and concrete vision for a successful live shopping strategy in 2025.
What exactly is live shopping?
Of course, before adopting a new marketing strategy, you need to know what it is and why it might be of interest to your brand or e-commerce business.
Although the concept kept a low profile in the 1980s, it underwent a meteoric rise in the 21st century. Today, live shopping is like an interactive shop window broadcast live. Your products come to life, your customers ask questions in real time, and conversions soar… when it’s done right!
For your brand or e-commerce business, visuals, emotion, demonstration and interaction are key to the purchasing decision? Then live shopping is for you!
Live sales work particularly well on products that you need to see, touch or try out (clothing, accessories, home decor, skincare…).
Live shopping in France: what’s in it for your brand?
So, for your e-commerce, live shopping offers :
- More engagement and conversions (up to 30%).
- A new way of telling your brand story.
- 40% reduction in product returns
- First-party data is particularly valuable for improving your marketing strategies.
Live shopping example: in 2024, the live launch of Sephora’s beauty masterclasses enabled the brand to increase its engagement rate by 30% and its sales by 25% in the 48 hours following each live event.
In other words, you now have a powerful lever for seducing, engaging and, above all, selling. Which brings us to the question: how do you make a success of your live shopping campaign?
How to organize effective live shopping?
While live shopping holds great promise for your brand, launching this type of campaign requires truly rigorous planning, execution and measurement.
Prepare the ground in advance
First of all, before jumping in with your camera in hand, you need to lay the foundations:
- Define your objectives (sales, brand awareness, product launch, etc.).
- Identify your target audience: schedules, platforms, expectations.
- Select the right products: visual, demonstrative, attractive.
- Choose a host who is charismatic, credible and fluent in English.
- Create a precise scenario, with introduction, demonstrations, Q&A, calls to action.
Tip: Rehearse! A live show can’t be improvised. Prepare a conductor and test your equipment beforehand to avoid technical hitches.
Turn spectators into buyers on the big day
There’s still more planning to be done before the eagerly-awaited event. Remember, a good live show is one that draws a crowd. So, before the big day :
- Teasers on social networks, stories, countdowns, reels…Create anticipation.
- Launch a targeted email campaign with registration link and exclusive promo code.
- Createurgency with promotions available only during live events.
Tip: Set up a landing page dedicated to the event to centralize news, replays and future live events.
Live: capture, engage, convert
D-Day has arrived. It’s time to shine! Your live show must combine information, emotion and action:
- Get hooked from the very first seconds.
- Show products from every angle.
- Interact live: respond, call out first names, get viewers involved.
- Propose limited offers, games and quizzes.
Tip: Integrate clickable purchase buttons directly into the feed to avoid breaks in the customer journey.
Extend the magic of the live event after the cameras have been switched off
The live show is over and you’ve generated the expected sales? Everything doesn’t stop when the cameras go off. Now is the time to fine-tune your strategy:
- Repurpose the best moments in short excerpts on Instagram, TikTok or even your product sheets.
- Capitalize on the audience. Send a thank-you e-mail, share the replay, offer a post-live discount…
Tip: Automate follow-up with nurturing scenarios. That way, you can turn the curious into loyal customers, without lifting a finger!
Need help structuring your first live shopping campaign? Get advice from our experts.
Which live shopping platform should you choose?
Now that you’ve got all the keys to launching a concrete live shopping experience, you need to decide which video shopping platform to use. TikTok, Facebook, Instagram, Shopify… How do you find your way through all these options?
Here’s an in-depth analysis of the social platforms that are set to dominate in 2025, who they’re aimed at and, above all, their strengths.
Live shopping TikTok: The platform for young trends and impulse buys
It’s no surprise that TikTok is the king of live shopping for Generation Z and Millennials. This social network that never sleeps combines short, creative content and above all… a formidable power of persuasion. TikTok triggers 67% spontaneous purchases among its users.
Thanks to its integrated functionalities, such as payment directly in the video or real-time interactions (polls, questions, likes), TikTok is a real catalyst for impulse.
Live shopping Instagram: The elegant showcase for lifestyle brands
Are you a brand with an assertive style that wants to combine visual storytelling and instant shopping? Do you already have aloyal subscriber base and a strong visual identity? Instagram is ideal for building a lasting relationship with an engaged community, often looking for aesthetics and advice.
Its big advantage? Native integration with Instagram Shopping, enabling products to be tagged directly in the live video.
Facebook Live Shopping: The quiet force for reaching all generations
Do you want to reach a diverse customer base, often between the ages of 30 and 55? Do you offer products that require explanation and advice? Facebook remains a multi-resource behemoth that appeals to a truly broad audience!
Facebook makes it easy to integrate links to product sheets, access detailed statistics on viewer behavior, and take advantage of synergies with your Facebook store.
YouTube Live Shopping: The land of long-form content and detailed demonstrations
Need more time to convince? YouTube is the ideal arena! With a massive user base and long formats, the platform is perfect for complex or technical products.
Shopify Live Shopping: Total control on your own turf
Do you already have a well-established e-commerce site? Do you have a lot of traffic and want to avoid having it spread across multiple platforms? Shopify offers a powerful integration to organize live shopping sessions directly on your own site!
Payment is made without leaving the site, so there’s no friction. You also benefit from a design consistent with your brand image, and you can customize the user experience.
How do you measure live shopping performance?
Setting up your live shopping strategy is one thing, monitoring it is quite another. To ensure that your live shopping campaigns don’t go undetected, you need to rely on precise key performance indicators (KPIs).
Here are the main indicators to keep a close eye on:
- Audience : peak simultaneous viewers, average viewing time and number of unique viewers.
- Engagement. Real-time comments, likes, shares and questions.
- Conversion : click-through, add-to-cart or purchase rates…
- Sales: sales generated, average basket, sales per spectator, etc.
- Brand awareness: number of subscribers gained, customer feedback, analysis of sentiment in comments.
Each indicator holds up a mirror to you. It’s up to you to read them with finesse to make your live shopping a must!
What are the best practices for organizing a successful live shopping event?
In this section, our experts share with you the best practices for organizing a live shopping event that captivates, sells… and makes you want to come back.
Put on a real show
A successful live shopping event is first and foremost a well-organized show. The idea? To combine content and form, emotion and information, spectacle and the act of buying.
- Be authentic. Naturalness always wins.
- Tell a story: how the product came about, why it exists…
- Show it in action: worn, used, compared.
- Structure with highlights: intro, demo, promo, Q&A.
- Put your customers in the spotlight: reviews, testimonials, UGC.
Tip: prepare a flexible script with reference points, but always leave some room for improvisation. It makes the live show more lively and spontaneous!
Never neglect technique
Content is all very well. But without impeccable form, you risk losing your audience in a matter of seconds. A blurred image or choppy sound is a sure sign of abandonment.
So :
- Check equipment (camera, microphone, lighting)
- Take care with the lighting – even a ring light works wonders
- Provide a backup connection
- Work, if necessary, with a small production team.
Clever tip: shoot a short (20-second) backup video to reassure your customers in the event of a technical interruption. A message like “We’ll be back in a few minutes” will keep your customers’ attention.
Focus on exclusivity and urgency
FOMO (fear of missing out) is the secret weapon of live shopping. A good offer, well communicated, and the basket fills up!
- Offer limited live discounts
- Offer preview access
- Launch limited editions
- Create exclusive packs
Tactical tip: display a countdown timer on the screen during special offers. There’s no better way to increase buying pressure!
Tailor your lives to the highlights of the year
Like a good Christmas window display, timing is everything. Your live shopping campaigns must fit into a well-oiled marketing calendar. So use seasonal peaks to your advantage:
- Organize themed lives (Christmas, Valentine’s Day, Black Friday…).
- Select products directly related to the moment.
- Enjoy cultural highlights.
Collaborate with influencers… but not just any influencers
It’s obvious: in digital marketing, you can’t do without influencers. So make sure you choose your collaborators carefully. Well thought-out partnerships are a real gas pedal of visibility and engagement.
- Take an interest in micro-influencers.
- Try co-hosting.
- Call on product experts to present your technical products.
- Create regular appointments with the same host.
Boost your shopping lives with Casaneo!
A platform that has specialized in affiliate marketing for over 10 years, Casaneo connects your brand with a qualified pool of content creators (fashion influencers, home decor youtubers or lifestyle bloggers).
By collaborating with affiliates via Casaneo, you :
- Reach qualified, committed audiences.
- Optimize your return on investment, as remuneration is based on performance.
- Save time with centralized collaboration management.
- Create a snowball effect by mobilizing several influencers around the same live event.
Casaneo helps you build a multi-channel influencer strategy tailored to your products and objectives.
Live shopping: an accelerating future
Live shopping has not said its last word – quite the contrary! Driven by consumer enthusiasm for immediacy, authenticity and interaction, it is establishing itself as an essential sales channel. With the arrival of innovative trends such as the integration of AI to personalize the shopping experience, or augmented reality to virtually try out products, the user experience is taking on a new dimension.
Surround yourself with the right partners like Casaneo to turn these trends into real performance drivers!
