The Rise of Live Streaming Commerce A Comprehensive Analysis of Platforms, Consumer Behaviour, and Market Dynamics

Abstract Live streaming commerce also known as live shopping is quickly transforming online shopping by fusing real-time video with instantaneous purchase capabilities. With the help of websites like Taobao Live what began as a Chinese trend has now spread throughout the world changing the way that companies interact with their target markets. Rather than perusing static product pages viewers can watch influencers or hosts showcase products pose real-time questions and make purchases all while staying in the stream. This paper explores how live commerce has evolved, what makes it so effective, and why consumers are drawn to it. It looks at key ideas like how trust is built through interactive engagement, and how certain features—such as limited-time offers or engaging hosts—influence people’s decisions to buy on impulse. It also examines the role of technology, including artificial intelligence and virtual try-ons, that make the experience smoother and more personal. Alongside the benefits, the paper also looks at challenges, like concerns around privacy and the need for ethical marketing practices. It wraps up with strategic recommendations for businesses looking to enter the space, and for policymakers who need to ensure that consumer protections keep up with this fast-moving trend. Overall, live streaming commerce represents a powerful mix of entertainment, innovation, and community-driven shopping that’s here to stay. Keywords: Live shopping, Online shopping, Live streaming, E-commerce, Influencers, Product reviews, Real-time buying, Social media selling, Customer trust, Online marketing, Shopping apps, Video selling, Impulse buying, Digital shopping, Interactive shopping