Meta announced that the live shopping option on Facebook would end in October. In addition to this, TikTok decided not to expand its live stream shopping to the US. Amazon is also finding failure in bringing live streaming to success. Nonetheless, it doesn’t mean that live shopping is at an end. By June 2021, China alone had made $300 billion in this category. Most of the live streaming here occurs on apps instead of the open web. This shows that the problem is not with live streaming but with the format. The leaving of big giants has paved the way for smaller brands. Some platforms offering this service chiefly include Fireworks, StageMe, Douyin, and Taobao. The target audience is Gen Z and Gen Alpha, the majority of whom prefer watching to reading. In order to be successful, it’s important to make the purchase as simple as possible and connect different disparate elements. Creating emotional connections and bringing in celebrities can help too. But the most important thing of all is to be committed.

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