TikTok Live is leading the way for Live shopping. But not everyone’s is buying it. Literally.
A recent survey from Savings.com reveals that while nearly 60% of U.S. adults say they’ve watched a live shopping event, only about half of them go on to purchase. That means just 1 in 3 consumers are converting.
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Still, TikTok Live is leading the charge, outpacing legacy players like QVC and HSN in consumer engagement. Facebook Live and Instagram Live round out the top three platforms, but it’s clear TikTok’s mix of entertainment, immediacy, and cultural relevance is giving it the edge, especially with Gen Z.
In fact, 15% of Gen Z consumers say they watch live shopping weekly, making them the most active demographic by far. Not surprising, given their appetite for interactive content and creators they can vibe with in real time.
But while platforms are bullish, QVC even announced it will stream all day on TikTok, consumer trust hasn’t caught up with the format.
- 57% say live shopping hosts are more entertaining than trustworthy
- More than 75% believe the format encourages impulse buying and overspending
- And two-thirds of consumers still rarely or never tune in to live shopping at all
So what could turn things around?
According to the survey, shoppers are primarily looking for better product quality assurance and for the brands and platform to back it up.
Live shopping is far from dead. It’s just maturing. And the brands that win will be the ones who build trust without losing the vibe.
Can TikTok do that?
