How Brands Can Succeed in Live Shopping: Influencer-Marketing Firm

  • Social media shopping or social commerce is set to take off in the US this year.
  • The platforms are particularly optimistic about direct shopping, or content creators selling products in real time.
  • Influencer Marketing has broken down how brands can improve their direct shopping strategy.

Social shopping is large and growing.

82% of social media users ages 18 to 54 discover products on social media and purchase items from their phones, according to a study by the Influencer Marketing Factory. 57% brought in products during a live shopping event.


social commerce

The market will reach $52.5 billion in the US by 2023, according to eMarketer — more than double its size in 2020. Within social commerce is direct shopping, the practice of selling products at live broadcast events.

Social media companies are responding to this trend, with Instagram, TikTok and most recently Pinterest adding features like shopping links and online storefronts. Facebook, Instagram, and TikTok have all experimented with the original direct shopping features.

For example, last summer, Facebook hosted Live Shopping Fridays in partnership with brands like Sephora and Bobbi Brown that allowed users to purchase products directly.

There are also a number of independent live shopping platforms in the US, including TalkShopLive, Ntwrk, Livescale, and Popshop Live.

Ryan Dirt, CEO of

Influencer Marketing

Influential platform, optimistic about US direct shopping.

Dirt told Insider that more than 20% of Influential customers have included branded content directly into their strategy. It is estimated by the end of the year that the number will reach 50%.

“By the end of 2022, if brands don’t spend huge amounts of money and don’t go shopping or go live


They will feel like they are in the Stone Age.”

Influencers have put together a slideshow that breaks down the current direct shopping market in the US and how brands can improve their direct shopping strategy on different platforms, including Facebook, Instagram and TikTok.

Here are six main slides from Influential’s Live Shopping Activation guide, including a sample on how to run a Live Shopping campaign on Instagram.

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