Live Shopping Statistics (2026): Trends & Growth by Year

Highlights. The global live shopping market is estimated to be worth $1.56 trillion in 2026; by 2030, it will be worth over $2.96 trillion.

In the U.S., livestream shopping will be worth $53 billion in 2026, with a compound annual growth rate (CAGR) of 31.8% expected over the next five (5) years.
Worldwide, over 900 million consumers engage with live shopping; in the U.S., 99.7 million stream shoppable events.
Livestream shopping is most popular in Asia, representing 90.0% of the global market; China’s live shopping market accounts for 20% of its e-commerce.
83% of consumers born between 1997 and 2012 (“Generation Z”) shop video content on social media.
A typical conversion rate for live shopping events is 30%; livestream sales rates may be 10 times higher than traditional online shopping.

Bar Graph: U.S. Live Shopping Market Value in billions from 2020 ($6) to 2025 ($38) with projections to 2030 ($190) according to Coresight Research & Grandview Research

Live Shopping Market Statistics

The first shoppable livestreams were introduced to consumers in China no later than 2016.

The global live shopping market (also called “L-commerce”) is projected to grow at an average annual rate of 18.9% through 2035.
In 2025, the global live shopping market was valued at $1.26 trillion.
The U.S. live shopping market is projected to grow at a 102% faster rate than the worldwide average growth over the next five (5) years.
Livestream shopping in the U.S. is worth $38.3 billion in 2025.
The U.S. livestream shopping market represents approximately 2.7% of e-commerce sales.

Bar Graph: Global Live Shopping Projected Market Value in trillions from 2024 ($0.94) to 2035 ($7.10) according to Transparency Market Research, Business Research Insights, & Ark Invest

Live Shopping Consumer Statistics

Conversion rates indicate online consumers are more likely to buy from livestreaming events; this may be due in part to increased impulse buying.

Where live shopping is most popular (China), 71% of online consumers have made at least one purchase from a livestream event.
46% of Western consumers want brands they like to host more live video shopping events.
Among consumers who view livestreams, 50% watch shoppable streaming events a few times a week or more.
16% of livestream consumers watch shoppable content daily.
While 40% of L-commerce consumers cited ease as a primary benefit of live shopping, 15% prioritized engagement with influencers.
The average consumer uses 2.5 platforms for livestream shopping.

Grouped Bar Graph: Live Shopping User Penetration by Country (the share of consumers who make at least one live shopping purchase over 12 months) including China (81%), India (75%), Brazil (61%), Mexico (48%), and USA (40%), according to ResearchGate

Live Shopper Demographics

While most consumers want to see more live shopping, it may be most popular among young shoppers.

58% of consumers born between 1981 and 1996 (also called “Millennials”) participate in live shopping.
61% of consumers under the age of 55 express interest in live shopping events.
Conversely, 71% of consumers aged 55 years and older are either uninterested in live shopping or prefer traditional online shopping.
Online shopping apps underutilize live shopping events, according to 33% of Generation Z consumers.
51% of Gen Z consumers are more likely to engage with brands that have live shopping events.
48% of men and 42% of women have engaged with live shopping.

Grouped Bar Graph: Live Shopping Average Annual Spending (among consumers who made at least one live shopping purchase over 12 months) including China ($1,550), Latin America ($1,000), United States ($1,000), and Europe ($650) according to ResearchGate

Live Shopping Growth Statistics

A major impetus for the growth of shoppable livestreams appears to have been the COVID pandemic.

Live shopping revenue in the U.S. represented 2.67% of online shopping sales in 2025.
In 2020, live shopping represented 0.69% of U.S. e-commerce sales.
By the end of 2020, 388 million consumers based in China engaged with live shopping streams, up 46.4% from usership in March 2020.
In March 2020, 48% of U.S. consumers used social media for shopping.
By 2022, 65% of consumers used social media for at least one aspect of the shopping experience, such as product research.

Bar Graph: Live Shopping as a Share of U.S. eCommerce from 2021 (1.09%) to 2025 (2.67%) with projections to 2030 (9.70%) according to Coresight Research, Grandview Research, and the U.S. Census Bureau

Live Selling Statistics

Livestream shopping events are primarily the work of merchants and/or influencers.

66% of retailers livestream multiple shopping events in a typical week.
Retail companies that livestream shopping events use an average of 3.9 platforms over 12 months.
Walmart live shopping events on TikTok contributed to a 25% increase in usership.
43% of live commerce shoppers in the U.S. purchase apparel; 38% purchase cosmetics or skincare products.

Live Shopping Platform Statistics

Live shopping and social media are highly integrated.

While 45% of Americans have browsed or bought from live shopping events on marketplaces, 61% have shopped live on social media platforms.
25% of the world’s live shopping is through TikTok.
69% of live shopping is through Shopee, making it the global market leader.
eCommerce transactions on these platforms are equivalent to 11% and 51% (respectively) of the global online shopping market.
50% of TikTok users have made a purchase after watching TikTok LIVE.

The Capital One Shopping team compiled these data and insights based on publicly available data.

Live Shopping Statistics