BlogsBusinessHow Livestream Commerce Is Transforming E-Commerce in India

How Livestream Commerce Is Transforming E-Commerce in India

Livestream commerce is the latest buzzword in the e-commerce industry, and it’s revolutionizing the way businesses sell products online. In India, where e-commerce is growing rapidly, Livestream commerce has emerged as a new trend that’s gaining traction. With the rise of social media platforms like Facebook, Instagram, and TikTok, businesses are leveraging the power of live video to showcase their products and reach a wider audience. In this article, we’ll explore how Livestream commerce is transforming e-commerce in India and what it means for businesses.

What Is Livestream Commerce?

It is a type of online shopping experience that takes place in real-time. It’s essentially a live video broadcast that showcases products and allows viewers to purchase them directly from the video. Livestream commerce combines the benefits of traditional e-commerce with the engaging and interactive nature of the live video.

The Rise of Livestream Commerce in India

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It is still a relatively new concept in India, but it’s quickly gaining popularity. According to a report by RedSeer Consulting, Livestream commerce is expected to grow at a CAGR of 76% to reach $5 billion by 2025 in India. This growth is being driven by several factors, including:

Increasing Internet Penetration

India has one of the largest and fastest-growing internet user bases in the world. With over 700 million internet users and counting, the potential audience for Livestream commerce is enormous.

Growing E-commerce Market

The e-commerce market in India is expected to reach $200 billion by 2026, driven by factors such as rising smartphone usage and increasing consumer confidence in online shopping.

Rise of Social Media

Social media usage in India has been growing rapidly, with over 448 million social media users as of 2021. Platforms like Facebook, Instagram, and TikTok are increasingly being used for marketing and advertising, and Livestream commerce is a natural extension of this trend.

How Livestream Commerce Works

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It works by combining live video with e-commerce functionality. It involves using live streaming video to showcase products and services and interact with potential customers in real time.

Here’s a detailed breakdown of how it works:

1. Setting up a livestream: The first step is setting up a livestream event. You can do this using various platforms, such as Facebook Live, Instagram Live, or even dedicated livestreaming platforms like Amazon Live. The host should have a clear idea of what products or services they want to showcase during the livestream.

2. Showcasing products or services: During the livestream, the host showcases their products or services, highlighting features and benefits and answering any questions from viewers. They may also offer exclusive discounts or promotions to incentivize viewers to make a purchase.

3. Real-time interaction: One of the key advantages is the ability to interact with viewers in real time. This allows the host to answer questions, provide additional information, and build a rapport with potential customers.

4. Making a purchase: Viewers can make a purchase during the livestream by clicking on a link or button provided by the host. You can dos this directly through the livestreaming platform or by redirecting viewers to the host’s e-commerce website.

5. Follow-up: After the livestream is over, it’s important for the host to follow up with viewers who made a purchase or expressed interest in their products or services. This can be done through email marketing, social media, or even personal outreach.

Overall, It offers a unique and engaging way for businesses to connect with potential customers and increase sales. By understanding how it works, businesses can incorporate livestreaming into their e-commerce strategy and take advantage of this emerging trend.

Benefits of Livestream Commerce for Businesses

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It offers several benefits for businesses, including:
It is quickly becoming a popular trend in the e-commerce industry, with many businesses using
it to connect with their customers in new and innovative ways.

Here are ten benefits of livestream commerce for businesses:

1. Increased engagement: Allows businesses to interact with their customers in real-time,
resulting in increased engagement and a more personalized experience.

2. Improved brand awareness: By showcasing products and services through livestreaming, businesses can increase their brand visibility and awareness.

3. Higher conversion rates: Lead to higher conversion rates, as viewers are more likely to purchase when they have a deeper understanding of a product or service.

4. Cost-effective marketing: Compared to traditional marketing methods, it is cost-effective  to promote products and services to a large audience.

5. Increased customer loyalty: By providing a unique and engaging shopping experience,
businesses can foster customer loyalty and increase customer retention.

6. Real-time customer feedback: It allows businesses to receive immediate customer
feedback, helping them improve their products and services based on customer needs.

7. Enhanced customer experience: By providing a more interactive and engaging shopping
experience, businesses can enhance the overall customer experience and increase customer satisfaction.

8. Better targeting of potential customers: It allows businesses to target potential customers
more effectively, as viewers are likely already interested in the product or service being showcased.

9. Increased reach: It can help businesses reach a wider audience, as viewers can watch from anywhere in the world with an internet connection.

10. Competitive advantage: By adopting it, businesses can gain a competitive advantage over competitors yet to use this technology.

Overall, it has numerous benefits for businesses, and it’s no wonder why more and more
businesses are incorporating it into their e-commerce strategies. By utilizing the power of
livestreaming, businesses can increase engagement, boost conversions, and improve their
overall bottom line.

Challenges of Livestream Commerce

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While Livestream commerce offers many benefits, it also presents several challenges for
businesses, including:

Technical Difficulties

One of the biggest challenges is technical difficulties. Live video is inherently unpredictable, and technical issues such as poor video quality, sound problems, or internet connectivity issues can quickly ruin a Livestream. Businesses need to ensure that they have the right equipment, software, and personnel in place to ensure that their Livestreams run smoothly.

Limited Audience Reach

It is still a relatively new concept in India, and businesses may struggle to reach a large audience at first. It takes time and effort to build a following and promote a Livestream. Businesses need to invest in marketing and promotion to ensure that their Livestreams reach the right audience.


As Livestream commerce becomes more popular, the competition is likely to increase. Businesses will need to find ways to stand out from the crowd and offer a unique and engaging experience to their viewers. This may include offering exclusive deals or discounts, showcasing new or limited edition products, or providing personalized advice or recommendations to customers.

Regulatory Issues

It is still a relatively unregulated space, and there may be legal or regulatory issues that businesses need to be aware of. For example, businesses may need to comply with consumer protection laws, data privacy regulations, or advertising guidelines. It is important for businesses to stay up-to-date with the latest legal and regulatory developments in the Livestream commerce space.

Overall, while Livestream commerce offers a new and exciting way for businesses to engage with customers and boost sales, it is important for businesses to be aware of the challenges and invest in the right resources to ensure that their Livestreams are successful. By addressing these challenges head-on, businesses can unlock the full potential of Livestream commerce and stay ahead of the competition.

Examples of Livestream Commerce in India

It is still in its early stages in India, but several businesses have already started experimenting
with the format. Here are a few examples:


Fashion retailer Myntra has been using Facebook Live to showcase its products and offers exclusive deals to viewers. The company has seen a 20% increase in sales since it started using Livestream commerce.


Beauty retailer Nykaa has been using Instagram Live to showcase its products and offer makeup tutorials to viewers. The company has seen a 15% increase in sales since it started using Livestream commerce.

Tata Cliq

Online retailer Tata Cliq has been using Livestream commerce to showcase its products and offer exclusive deals to viewers. The company has seen a 30% increase in sales since it started using the format.


Livestream commerce is transforming the e-commerce landscape in India, offering businesses a new way to reach customers and boost sales. As more businesses adopt the format, we can expect to see continued growth and innovation in the Livestream commerce space. For businesses that are looking to stay ahead of the curve, now is the time to start experimenting with Livestream commerce and leveraging the power of live video to connect with customers.


What is Livestream commerce?

It is a type of online shopping experience that takes place in real-time, using live video to showcase products and allow viewers to purchase them directly from the video.

Why is Livestream commerce gaining popularity in India?

It is gaining popularity in India due to factors such as increasing internet penetration, a growing e-commerce market, and the rise of social media.

What are the benefits of Livestream commerce for businesses?

It offers benefits such as increased engagement, improved conversions, and reduced marketing costs.

What are the challenges of Livestream commerce?

The challenges include technical difficulties, limited audience reach, and increased competition.

What are some examples of Livestream commerce in India?

Examples in India include Myntra, Nykaa, and Tata Cliq, all of which have used the format to
boost sales and engage with customers.

How does livestream commerce differ from traditional e-commerce?

It offers a more personalized and engaging shopping experience than traditional e-commerce,
as retailers can connect with customers in real time and offer live demonstrations, Q&A
sessions, and other interactive features.

What types of retailers are best suited for livestream commerce?

It is particularly well-suited for retailers in the fashion, beauty, and lifestyle sectors, as well as those selling niche or exclusive products.

What is the future of livestream commerce in India?

The Indian livestreaming market is expected to grow to $5 billion by 2025, driven by the rise of social commerce and the increasing adoption of digital payments, suggesting that the future of livestream commerce in India is bright.

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