Makeup, dresses… and chicken wings
When people hear live selling, most immediately think of beauty and fashion. But reality is far more diverse. In China, where live commerce has seen explosive growth, the top categories are actually food and household goods (54%), according to McKinsey. In Latin America, electronics take the lead (40%); in the U.S., it’s body and hair care (31%); and in Europe, fashion still dominates (39%), closely followed by accessories and hair care (29%).
The McKinsey survey adds another fascinating detail:
- Regular live-commerce users in the U.S. and Europe typically purchase one to two items per stream across most categories.
- The big exception? Groceries. Here, the power of cross-selling really kicks in—viewers often walk away with three to four products from a single session, especially in Latin America.
This shows that live commerce isn’t just about an impulsive click on a single item—it’s a smart engine for selling more, in less time.
And if that weren’t enough—luxury cars have already been sold through live streams. Yes, you read that right. Live selling is no longer the exclusive playground of beauty influencers. It’s a format that can move anything—from sneakers and TVs to, quite literally, a Porsche.
E-commerce gets a new dimension
Traditional e-shops opened the door to convenient shopping in just a few clicks. They work, they grow, and they’re here to stay. But today’s customers want more—experience, authenticity, and interaction.
That’s where live selling comes in: a real person, a product shown in action, and instant answers to questions. It’s the next layer of online shopping, adding a human touch to the digital cart.
And the numbers back it up:
- up to 10× higher conversion rates than standard e-commerce (McKinsey),
- shoppers spend on average 10% more when they can ask questions (Endear),
- 23% buy during the stream itself, and another 34% purchase afterwards (Fit Small Business).
Gen Z wants a show, not just a cart
Gen Z is rewriting the rules of shopping:
- 80%+ discover products on social media,
- 73% are more likely to buy during an interactive live stream than on a traditional e-shop,
- 65% make purchase decisions based on influencer recommendations.
And here’s a twist: Gen Z still shops in physical stores three times more often than online. Why? Because they want to see, try, and experience. Live selling gives them the best of both worlds—the feel of in-store shopping without leaving the couch.
Not just for the youngsters
While Gen Z is the driving force, live selling isn’t just their game. Millennials and even older generations appreciate being able to see products “in action,” hear authentic opinions, and gain confidence before they buy.
Live selling delivers universal value across demographics—it’s a common shopping language where everyone feels more engaged and informed.
The future e-shop = more than a catalog
We don’t need to say goodbye to traditional e-commerce. Quite the opposite: video and livestreams are becoming its natural extension. Just as payment gateways once revolutionized convenience, interactive video is redefining engagement.
The benefits are clear:
- fewer returns thanks to more informed decisions—and a measurable positive impact on the environment, something Gen Z cares deeply about,
- higher average order values,
- happier, more loyal customers.
Shopping as relaxation—and as a show
Live commerce isn’t a gimmick. It’s a shift toward making online shopping a form of entertainment and even relaxation. Almost everyone has gone “window shopping” just to unwind—only to end up buying something anyway.
That’s the essence of live selling: turning shopping into an experience people actually enjoy.
And this is where Jolberry comes in: a platform built to help e-shops turn on the camera, transform customers into an audience, and make everyday shopping feel like a moment worth remembering.
Source: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/ready-for-prime-time-the-state-of-live-commerce
