Live commerce sales in the U.S. 2022-2026

In 2023, livestreaming commerce sales in the United States reached an estimated 50 billion U.S. dollars. Referred to as live commerce, shopping via online streams on social networks is gaining popularity globally. Forecasts indicate that by 2026, sales from live online shopping will grow by 36 percent, making up more than five percent of all e-commerce sales in the North American country.

The global landscape

According to a survey, frequent users in the United States attended fewer live commerce shows compared to China, Latin America, and Europe in 2022. U.S. consumers may not participate in as many live commerce events as in other regions, but when they do, they bring their purchasing power with them. The average annual spending per frequent live commerce user in the U.S. surpassed that of Europe and matched that of Latin America, highlighting the potential of this emerging trend. China, known as the epicenter of live shopping, continues to lead both in attendance and spending.

Why livestream shopping?

The increasing popularity of live commerce can be attributed to various factors. According to consumers worldwide, the main benefits of live commerce include access to exclusive discounts, inspiration, and ideas, as well as the ability to make smarter, more informed purchase decisions. However, livestream shopping isn't just about scoring great deals; it's also about having fun. Entertainment plays a significant role in attracting consumers to participate in livestream shopping. That is especially true for younger age groups, who value real-time interaction and personalized experiences, which Gen Z consumers see as a major advantage.