Live Shopping 2.0: :How Fashion Brands Are Turning Livestreams Into Cultural Events

The live shopping phenomenon originated in China, with platforms such as Taobao Live and Mogujie. Their genius was simple but effective: blend real-time interaction, influencer authority, and shoppable video. Key Opinion Leaders (KOLs) like Viya and Austin Li turned this model into billion-dollar events during Singles’ Day, setting a precedent for the rest of the world.

Before livestream shopping became digital-first, QVC in the U.S. was the blueprint. Since 1986, it has introduced products into homes via television, with hosts demonstrating features and creating a sense of urgency. Fast forward to TikTok and its Chinese sibling Douyin: today’s Gen-Z QVC is powered by creators, influencers, and the thrill of live connection. TikTok Shop, launched globally in 2023, now integrates product drops, influencer reviews, and one-click checkout directly into the scrollable feed.

QVC has also adopted modern livestream culture through strategic partnerships. To celebrate the two-year anniversary of its “Age of Possibility” platform—dedicated to empowering women aged 50 and over—QVC partnered with TikTok for an eight-hour livestream. The event featured public figures such as Stacy London, engaging panel discussions, and exclusive product drops, blending commerce with advocacy and inspiration.

Zara has embraced live shopping with a distinctly elevated approach. In 2024, the Spanish brand launched weekly livestreams via its app and Douyin, presenting curated collections with models and stylists. But its standout moment came with the second edition of its live shopping format in partnership with mother-daughter icons Cindy Crawford and Kaia Gerber. They showcased their summer essentials in real time, turning the event into a cross-generational, style-forward broadcast. This move combined the authority of fashion icons with the accessibility of livestream formats, resonating across demographics.

Even eBay has joined the livestream movement. Its new initiative, the eBay Live Tour, brings livestream shopping to life through collector-focused shows across the U.S. Hosted from hobby shops, conventions, and trade nights, these events feature top eBay sellers and special guests. The strategy leans heavily on niche expertise and IRL activation, turning passion into participation.

The future of live shopping lies in its ability to merge commerce with storytelling and community. Here are key strategies:

• Eventization: Transform livestreams into themed events with celebrity hosts, seasonal campaigns, and immersive storylines. Zara’s collaboration with Crawford and Gerber is a prime example.
• Serialized Content: Create a rhythm. Host product drops every Friday or biweekly Q&A sessions. Familiar structures build habit, and habit drives loyalty.
• Cultural Alignment: Tie events to moments that matter. During the 2025 Lunar New Year, Shopee Malaysia saw a 116% surge in Shopee Live users. From Halloween styling tips to Valentine’s Day limited editions, these touchpoints can significantly amplify reach.
• World-Building IRL: Merge online with offline. U.S. brand Canvas Beauty hosted a live show with a studio audience in Atlanta featuring car giveaways and live drops. It was part talk show, part shopping frenzy—and it worked.
• Curated Commerce: Collaborate with cultural figures and lifestyle publications. Consumers are increasingly drawn to value-driven storytelling over basic discounts. According to TikTok, 79% of APAC consumers are more inspired by meaningful content that highlights the utility or emotional connection of a product.

In the Fashion Business program at Istituto Marangoni, we prepare our students to embrace all the new aspects of marketing, including innovative formats such as live commerce, which are shaping the future of the industry.

Live shopping is no longer just digital window-shopping. It’s an immersive, story-driven, personality-led experience that redefines what it means to browse, connect, and buy. From eBay’s collector events to Zara’s high-glamour collaborations, brands are no longer just selling clothes; they’re hosting moments.

For fashion’s next generation, understanding this intersection of culture, commerce, and creativity is essential. At Istituto Marangoni, students aren’t just observers; they are tomorrow’s creators of these events. And the livestream is their new runway.