Selling directly through social media platforms is now a $1.3 trillion global market — projected to reach $2 trillion by 2028 — and the fastest-growing sales channel for multichannel sellers. Whether you’re already on Shopee, Lazada, or TikTok Shop, adding social commerce means reaching customers where they actually spend their time: scrolling, watching live streams, and discovering products.

Live selling blends real-time video streaming with online shopping, letting sellers showcase products, answer viewer questions, and close sales—all during a single broadcast. What started as a niche strategy in China’s live commerce market has grown into a $31 billion industry in the US alone, with global live commerce projected to account for 20% of all ecommerce by 2026 according to McKinsey. If you sell on platforms like TikTok Shop, Shopee, or Lazada, live selling is no longer optional—it’s how your competitors are winning customers.