Livestream Shopping Surges in Popularity
Livestream shopping is now mainstream
Livestream shopping is a rapidly growing commerce channel that now reaches more than 90 million U.S. adults
Livestreams are growing marketplaces where content and checkout coexist
- Livestream shopping is no longer a novelty. The year-over-year climb of livestream buyers from 25% in 2024 to 31% in 2025 to 34% today signals a steady conversion engine as more shoppers move from watching to buying.
- This momentum matters for advertisers because it concentrates intent and action in the same moment, collapsing awareness, consideration, and purchase into a single interactive experience.
- That fusion allows brands to capitalize on real-time engagement signals, creators’ influence, and scarcity mechanics like limited drops or time-bound discounts.
- As adoption rises, brands that align creative, commerce, and creator strategies inside live environments will capture both incremental reach and measurable sales.
Livestream buyers are early adopters of artificial intelligence
ChatGPT Users
Livestream buyers are 23% more likely to use ChatGPT than the average adult
Gemini Users
Livestream buyers are 15% more likely to use Gemini than the general population
Livestream buyers have clear purchase intent
Video-native cues and inclusive brand signals carry outsized weight with this audience.
- Livestream buyers are 60% more likely than the average U.S. adult to click on video ads in apps to shop for the items shown, and 60% more likely to want to be able to scan QR codes while watching video content to buy items they see, indicating a clear call to pair video placements with frictionless checkout paths.
- Representation also matters: they are 60% more likely to be influenced to buy from a brand that has a gender-fluid or non-binary spokesperson, which should guide casting and creator partnerships.
- Endorsement effects are strong, as they are also 59% more likely to be influenced by a celebrity endorsement, and 56% more likely to be influenced by a social media influencer.
The takeaway for media planners: prioritize premium video environments, ensure scannable CTAs are visible on-screen, and diversify on-screen talent to mirror audience values. The right combination amplifies both click-through and conversions.
Livestream buyers are highly discerning and digitally fluent
- 85% shop around when making a relatively expensive purchase, and 85% are more choosey about what they buy now to save money, so transparent value, clear comparisons, and proof points are essential in-stream.
- Their digital preference is pronounced. 84% like shopping online to find the specialty products they want and 84% like trying new brands, making live demos, samples, and limited-time discovery drops especially effective.
- Fulfillment is a lever, not an afterthought: for 84%, same-day or express delivery influences where they make purchases online, which means shipping speed messaging should be embedded in overlays and host talking points.
- Social proof is also non-negotiable. 83% read reviews before buying something online, so showcasing UGC, ratings, and live Q&A is table stakes. This combination rewards livestream formats that integrate comparison charts, review roll-ups, unboxings, and explicit delivery promises.
Build your on-screen architecture around decision drivers: show side-by-side comparisons, spotlight savings, and surface reviews. Reduce friction by pairing every video placement with a tap-to-buy option and call out express delivery explicitly.
Take a deep dive into America's livestream buyers
Activate Livestream audiences with MRI-Simmons
Leverage MRI-Simmons data to create the right shopping audience for your next campaign
Through MRI-Simmons' audience activation platform, marketers can leverage trusted, nationally representative consumer insights to create and target livestream shopping audiences.
Audiences can be curated from over 60,000 consumer attributes, including 1000+ attitudes and opinions, 6500+ brand preferences, shopping styles, and media habits.
Audiences can be seamlessly activated through the ad-tech platform or media partner of your choice.
Audiences can be curated from over 60,000 consumer attributes, including 1000+ attitudes and opinions, 6500+ brand preferences, shopping styles, and media habits.
Audiences can be seamlessly activated through the ad-tech platform or media partner of your choice.
Potential Livestream Buyers Are Primed to Convert
Over 40 million U.S. adults (15%) have streamed a livestream shopping app but are just not buying—yet.
- Their platform familiarity is already high: 57% have streamed on TikTok Shop and 45% have streamed on Amazon Live, so conversion tactics can focus on trust, value clarity, and first-purchase incentives.
- Demographically, Gen Z men are 74% more likely than the average U.S. adult to be potential livestream buyers, pointing to creator selections, categories, and time slots that resonate with younger male audiences.
- Their values shape response: potential livestream buyers are 21% more likely to buy from black-owned businesses, 19% more likely to buy from companies that sponsor sports teams and sports events, and 18% more likely to be influenced to buy a product that a celebrity uses.
- They also believe in the medium. 60% agree video ads on social media are more engaging than traditional ads, and 56% agree it is important for companies to create advertising that is culturally diverse, which should guide brand storytelling and inclusive creative.
Sources: 2026 March Retail Trends Study (F25 USA); 2025 Fall MRI-Simmons USA. Bases: U.S. adults 18+ who have made a purchase on a livestream shopping app; U.S. adults 18+ who have streamed livestream shopping apps but not yet purchased.
Emily Williams
Emily Williams is the Research Manager at MRI-Simmons. She serves as a product owner of MRI-Simmons' focus studies, leading each study through development, execution, and delivery. Emily excels at understanding client needs and uncovering insights that drive strategic business decisions.
