How to tap into the power of live-stream shopping

Julie Haleluk, global head of growth, Amazon Shopping Video:

“Live shopping offers brands an immersive way to connect with customers, combining storytelling, social interactivity, and the ability to shop in real time. We recently launched Amazon Live in the UK for advertisers, which allows brands to create live shopping events and amplify them through social channels and targeted media to build engagement and reach with customers and communities.

“Advertisers are seeing success when they integrate live shopping into broader full-funnel marketing strategies. By tapping into creators and hosts who can connect with customers and authentically demonstrate products in real-life settings – alongside interactive Q&As and live chat – brands can help drive engagement and conversions.”

Luis Pedro Martinez, managing partner, EssenceMediacom UK:

“UK brands can boost engagement and conversions by utilizing live-stream shopping across various sectors. ASOS and Charlotte Tilbury leverage influencer-led tutorials with instant checkout on TikTok Shop, while Currys and GAME UK enhance consumer confidence with live demos. Amazon Live, recently launched in the UK, effectively answers real-time questions in consumer electronics. Tesco and Sainsbury’s feature live recipe streams, allowing direct purchases of ingredients. Luxury brands like Harrods and Selfridges create exclusivity through VIP live events for premium collections. The secret lies in seamless interactivity and urgency-driven engagement that transforms passive viewers into loyal customers.”

Helena Hinton, partnership director, Very Media Group:

“Live-stream shopping is such an untapped opportunity in the UK, especially for digital-first retailers. With customers unable to physically interact with products, live streaming offers a powerful way to bridge that gap by creating real-time, interactive moments that blend content with commerce. It’s not just about showcasing products – it’s about making the experience engaging, authentic, and community-driven.

At Very, we’re already tapping into this through Very Media Group, using Very‘s unique tone of voice and playful brand personality to bring supplier products to life, particularly during key retail moments like Black Friday.

The real magic happens when live streaming works hand in hand with our wider retail media offering – tying in sponsored slots, branded segments, and onsite placements, such as in-grid banners and sponsored products. Combine this with retargeted CRM and paid social, and you’ve got a full-funnel strategy that follows the customer across every touchpoint. Done right, live-stream shopping goes beyond just educating – it creates an immersive, interactive experience that not only boosts awareness and engagement but also drives sales and builds lasting brand loyalty with shoppers.”

Lesley Myers-Lamptey, head of commerce strategy, T&Pm:

“Live-stream shopping offers real-time interaction, authentic product demonstrations, and a sense of community, all of which cut through the noise and capture the attention of today‘s consumers.

”Being a good live-stream host requires presenter skills, not just influence. The ideal host authentically showcases products, answers questions, and offers engaging advice, fostering trust. They need to command attention for extended periods, and most probably need a studio setting.

”Prioritize authenticity, a strong connection with the target audience, expertise, demonstrable presentation skills, and a track record of driving business outcomes. For advertisers, successful partnerships are about finding individuals who can genuinely connect with viewers and drive tangible, measurable results. Collaborating with authentic influencers, personalizing the experience through data-driven insights and AI, and offering exclusive promotions are all key strategies.”