Social commerce — selling products directly through social media platforms — has grown into a $1.2 trillion global market in 2026, up from $724 billion in 2022. For ecommerce sellers already managing multiple marketplaces like Shopee, Lazada, and TikTok Shop, social commerce adds another powerful sales channel that meets customers where they already spend hours each day.

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.