Millennial women are fueling a surge in livestream shopping. YPulse predicted 2025 would be the year livestream shopping became a norm for young consumers—and the shift is certainly underway. Thanks to TikTok Live especially, everyone from independent resellers to QVC are using social livestreaming to make massive sales. And for young women in particular, there are appeals no other kind of shopping has. The host’s personality, the ability to see a clothing item tried on by someone else, and the interactive nature of live comments make it an alternative to regular browsing. Of course, these are the reasons live TV shopping has worked for so long, too, but now it’s built right into the feeds they’re constantly scrolling. (WSJ)
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