Live commerce is exploding in the U.S., redefining online shopping. Global live-commerce sales, historically the most popular in Asia, on platforms like TikTok and YouTube reached $918M in 2023 and are expected to exceed $3B by 2031. But unlike the big-brand approach common in China, U.S. live commerce centers on smaller creators and interactive experiences, with TikTok making notable strides in engaging hard-to-reach young, tech-savvy male consumers. U.S. live commerce does primarily targets female shoppers, who influence or make over 80% of U.S. purchases according to Bankrate. But brands are increasingly focusing on male audiences, advertising with influencers especially through platforms like Twitch. Trends like “lookingmaxxing” have highlighted young men’s growing interest in investing in self care, and Twitch’s lack of direct competition makes it a promising platform for live commerce aimed at that demographic. (The Washington Post)
📊 YPulse data: 57% of 13-39-year-olds are interested in livestream shopping
