What Is Live Selling? How It Works Across TikTok, Shopee & More [2026]

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.