The Rise of Live Commerce - and What Your Brand Can Learn From It

Hey, it’s Alex.

In today’s issue:

• The Rise of Live Commerce and what you can learn from it.

• The Resale Ready Scorecard.

• and more…
  

BEST LINKS

My favourite finds this week

• The future of browsers - I’ve been using Dia for a week (link).

• Elle & Riley up for judging (awwwards.com).

• Grammarly to acquire email startup Superhuman in AI platform push (reuters).

• How to build a chrome extension business with AI (LinkedIn).

• Leif Products up for judging on (awwwards.com).

• Ecommerce future ready scorecard (Studio Almond).

• The Prodigy - Breathe (Glastonbury 2025) (YouTube).

• Nodi launches new website on Shopify (Nodi).

DEEP DIVE

The Rise of Live Commerce

Live commerce has rapidly evolved from a digital novelty into a core retail engine across Asia Pacific, fundamentally reshaping how brands connect with consumers.

By 2030, the live commerce market in Asia Pacific is projected to reach nearly USD 78 billion, with China leading the way and Southeast Asia emerging as the world’s fastest-growing region for this trend.

As the landscape matures, brands worldwide are looking to Asia for lessons on harnessing this dynamic channel.

Why Live Commerce Is Booming

Massive Reach and Engagement
In China and Southeast Asia, awareness of live shopping exceeds 90%, and a majority of online consumers have already participated in live shopping events.

Real-Time Interaction
Live streams allow hosts to demonstrate products, answer questions, and engage directly with viewers, building trust and driving impulse purchases.

Entertainment Value
The blend of entertainment and shopping attracts diverse audiences, including those less interested in traditional e-commerce.

Social Integration
Platforms like TikTok Shop, and Facebook (with Instagram soon coming into the fold) are at the forefront, seamlessly merging social media engagement with instant purchasing.

What Your Brand Can Learn

1. Prioritise People and Authenticity
Successful live commerce hinges on engaging, authentic hosts—whether influencers, employees, or founders—who can build rapport and trust with viewers. Invest in training and collaborating with personalities who resonate with your target audience.

2. Focus on Compelling Content
Effective live commerce is more than just selling; it’s about storytelling, entertainment, and education. Use demonstrations, behind-the-scenes looks, and interactive Q&As to keep viewers engaged and informed.

3. Leverage Technology and Data
Adopt platforms that support seamless live streaming, real-time analytics, and integrated checkout. Use data to refine your content strategy, optimize timing, and personalise offers for different audience segments.

4. Integrate Social and E-commerce Channels
Consumers in Asia Pacific increasingly expect to shop directly within their favourite social platforms. Ensure your brand’s live commerce efforts are tightly integrated with social media, enabling frictionless discovery and purchase.

5. Start Small and Scale Strategically
Begin with pilot live events to test formats, hosts, and product categories. Use feedback and performance data to iterate and expand, focusing on what resonates most with your audience.

6. Tap Into Local Trends and Preferences
Fashion, beauty, and food are leading categories, but success depends on understanding local consumer behaviours and preferences. Tailor your approach for each market and demographic.

7. Prepare for Rapid Growth
The market is expanding at a compound annual growth rate, of over 34% in Asia Pacific, with new users and platforms emerging quickly. Be ready to adapt and scale operations as live commerce becomes a larger share of your sales mix.

The Bottom Line

Live commerce is no longer just an emerging trend - it’s a proven driver of engagement and sales in Asia Pacific and increasingly, worldwide. By learning from the region’s leaders and adopting a strategic, people-centred approach, your brand can unlock new growth opportunities and build deeper, more interactive relationships with customers.

🌱 RECOMMERCE x ALMOND LABS

Is Your Brand Ready to Own Its Resale Channel?

In NZ and Australia, customers are already buying your products second-hand. The question is - are you benefiting from it?

Globally, the resale market is quickly growing. It’s expected to hit a value of $47 billion by 2025 (The Spinoff).

At Almond Labs we have created the first application for Shopify brands to own this channel independent of 3rd party platforms - complete your scorecard today to get started.

✅ RESOURCE

The Live Commerce Checklist

Use this tailored checklist to ensure your lifestyle brand’s live commerce events are engaging, authentic, and conversion-driven:

1. Clarify Your Brand’s Lifestyle Identity

   • Define the core values and aesthetics your brand represents (e.g., wellness, sustainability, community, creativity).

   • Ensure all content and hosts embody your lifestyle ethos.
     
     

2. Understand and Segment Your Audience

   • Identify key customer personas and their interests (fitness, home décor, fashion, etc.).

   • Tailor product selections and messaging to resonate with these segments.
     
     

3. Select the Most Relevant Platforms

   • Choose platforms where your target lifestyle audience is most active (Instagram Live, TikTok Shop, Facebook Live, YouTube).

   • Consider simultaneous streaming for broader reach.
     
     

4. Choose Authentic Hosts or Influencers

   • Partner with influencers or community members who genuinely live your brand’s lifestyle.

   • Prioritise hosts who can foster real-time connection and trust.
     
     

5. Curate a Thematic Product Lineup

   • Feature products that tell a cohesive lifestyle story (e.g., “Morning Wellness Rituals” or “Summer Outdoor Essentials”).

   • Limit the selection to avoid overwhelming viewers.
     
     

6. Create an Immersive, On-Brand Environment

   • Set up a visually appealing, lifestyle-aligned backdrop (e.g., homey, active, or creative spaces).

   • Use props and styling that reflect your brand’s world.
     
     

7. Plan for Community Engagement

   • Integrate interactive segments: live Q&As, polls, or challenges that reflect your brand values.

   • Encourage viewers to share their own experiences or photos, building a sense of belonging.
     
     

8. Promote Across Lifestyle Channels

   • Use email, social media, and community groups to announce the event.

   • Collaborate with lifestyle influencers for cross-promotion.
     
     

9. Incorporate Value-Added Content

   • Offer mini-workshops, tutorials, or tips (e.g., fitness routines, home styling, wellness hacks) during the stream.

   • Position your brand as a lifestyle resource, not just a retailer.
     
     

10. Leverage Scarcity and Exclusivity

    • Introduce limited-edition products, bundles, or time-sensitive offers exclusive to the live event.

    • Use countdowns and live giveaways to drive urgency.
      
      

11. Assign Roles and Test Technology

    • Designate team members for tech support, chat moderation, and customer service.

    • Test all equipment, internet, and backup solutions.
      
      

12. Analyse, Repurpose, and Build Community

    • Review metrics: engagement, sales, conversion rates, and community growth.

    • Edit highlights into short-form content for ongoing social engagement.

    • Use feedback to refine future events and deepen your lifestyle community.
      

Pro Tips for Lifestyle Brands:

• Foster a sense of community - by making viewers feel like insiders and encouraging ongoing participation.

• Blend entertainment, education, and commerce to create memorable, value-driven experiences.

• Feature real customers or community stories to boost authenticity and loyalty.
  

This checklist will help your lifestyle brand create live commerce events that not only drive sales but also strengthen your brand’s community and identity.

📣 HAVE YOUR SAY

How did we do?

Thanks for reading!

See you next week.

Alex Murton
Shopify for Lifestyle Brands
Co-Founder @ Studio Almond & Almond Labs.