Imagine turning your Shopify store into a live, interactive shopping experience where customers can see your products in action, ask questions on the spot, and hit that “Buy Now” button without a second thought. Sounds like a breakthrough, right?

Well, it’s happening - live selling on Shopify is shaking up the way brands sell online.

In this guide, we’re breaking down everything you need to know about Shopify live selling, including how to…

Prep your store
Crush your first event
Keep the momentum going
See high engagement and serious sales

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Let’s jump right in!

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What is live selling?

Live selling is all about bringing shopping to life - real-time, interactive, and super engaging. Businesses go live on video streaming platforms to show off their products, chat with customers, and make sales on the spot.

It’s a fun but effective approach that blends entertainment with shopping. It allows Shopify merchants to chat directly with customers, answer questions instantly, and create an immersive, personalised shopping experience.

This way, you can enhance interaction, increase conversions, and build stronger customer relationships.

Unlike regular online shopping, where customers just scroll through product pages, Shopify live selling brings your products, their features, and benefits to life.

As online shopping keeps evolving, live selling is really taking off, making the whole buying experience way more dynamic, social, and instant.

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How does live selling work?

The core elements of live selling include a video format, where sellers show off their products, and a live setup that enables immediate connection with viewers.

Live selling usually happens on social media platforms like Facebook, Instagram and Tiktok, as well as places like Amazon Live. Plus, there are dedicated Shopify live shopping apps that connect straight to your online store.

During a live session, real people - like store owners, brand ambassadors, or influencers - highlight product features, showcase different variations, share their personal experiences, and demo how the products work in all kinds of situations.

Then, viewers can jump in with comments, ask questions, and receive specific responses, making the whole shopping experience more personalised.

The buying process is a breeze; shoppers can grab products right away by clicking on links during the live stream or adding items to their cart without ever leaving the video.

What are the benefits of live selling for your Shopify business?

1 - Grows Shopify sales and reduces marketing costs

One of the best things about Shopify live selling? It drives instant purchases while keeping marketing costs low. Plus, 73% of consumers are more likely to buy after watching a live selling event.

Unlike traditional online ads that need constant investment, Shopify live selling taps into organic engagement, word-of-mouth, and social proof to generate sales.

When viewers see others commenting, asking questions, and making purchases during a live stream, it creates that sense of FOMO (fear of missing out), making more shoppers jump in and buy right then and there.

By building a loyal, interested audience, Shopify live shopping helps brands boost revenue while keeping marketing costs under control.

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2 - Turns shopping into an engaging experience for customers

However, live selling on Shopify isn’t just about making sales, it’s about creating an immersive experience that keeps viewers entertained and hooked on your business.

By combining product demos, storytelling, and direct interaction, live shopping makes customers feel like they're involved in the buying process. This kind of engagement helps build trust and creates a stronger emotional connection between your brand and audience.

Another great thing about Shopify live shopping is the instant feedback loop it provides. Customers can react to products on the spot, ask about pricing, availability, or features, and even get personalised recommendations.

This instant interaction not only makes the shopping experience better but also cuts down on post-sale customer support. By answering common FAQs live, you can streamline customer service and refine your products based on what viewers say.

For example, during this livestream, a customer asked about the material inside a hoodie. The host was able to show exactly what it looked like and what to expect - such a great way to give customers the confidence to hit that "Buy" button.

3 - Better, more direct connection to your audience

All the things you want to do and say to connect with your audience, you get to do it all directly through your live shopping event. You can answer questions, address concerns, share stories, and bring out your brand’s personality - all in that moment.

Live selling also gives you the chance to offer exclusive deals, early product drops, and VIP perks to your audience, making them feel valued and appreciated. By giving your audience sneak peeks at new collections or limited-time offers, you spark excitement and a sense of exclusivity that keeps them coming back for more.

Over time, this interactive shopping experience builds a strong community, turning casual viewers into loyal customers. In fact, 67% of consumers feel a sense of belonging and community during live shopping events.

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4 - Higher conversion rates & more long-term success

Shopify live selling is known for driving conversions, all thanks to its unique blend of connection, interactive shopping, and social proof, where customers are way more likely to make more purchases and on the spot.

But the true value of live selling on Shopify goes beyond making quick cash, it helps businesses build a self-sustaining sales cycle, where happy customers keep returning, recommending your brand, and contributing to organic growth.

This means you don’t have to constantly chase new customers, reducing customer acquisition costs. And instead of experiencing short-term sales spikes, you’ll bring in more sustainable Shopify revenue growth and long-term profits.

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5 - Reduces cart abandonment instantly

One of the biggest struggles in ecommerce? Cart abandonment. On Shopify, over 70% of carts get left behind - yep, that’s a lot of missed checkouts.

Shoppers hesitate, get distracted, or start second-guessing their purchases - it happens! But Shopify live selling helps tackle this by creating urgency and excitement.

Seeing real people ask questions, express interest, and make purchases builds confidence and stops customers second-guessing their cart.

Additionally, live selling minimises the time between product discovery and checkout.

For example, many Shopify live selling platforms let customers click on featured products and check out without ever leaving the stream. By removing the usual roadblocks to purchase, you’ll lock in more sales and cut down on abandoned carts.

Preparing your Shopify store for live selling

1 -Optimise your Shopify store for live sales

Before launching your Shopify live selling event, make sure your store is fully optimised.

Live shopping is all about speed and convenience, so having a mobile-friendly design is key - especially since most viewers will be watching from their phones. In fact, 70% of Shopify transactions happen on mobile.

A responsive design with fast-loading pages keeps things smooth and easy for shoppers, helping to cut down on drop-offs and frustration.

Streamlining the checkout process is equally important. A “Buy Now” button, one-page checkout, and integrating multiple payment options means customers can buy instantly without all those extra, unnecessary steps.

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2 - Consider your goals for live selling

Before diving into live selling on Shopify, it’s important to set clear goals and objectives for your events. Are you looking to increase sales, build brand awareness, highlight a new product range, or clear out some extra stock?

Establishing your goals from the get-go helps shape your strategy and makes sure your live streams actually deliver the results you’re after.

As an example, if your main goal is brand awareness, focus on interactive tactics like Q&A sessions, giveaways, and influencer collabs. But if driving sales is your priority, spend time speeding up your checkout process, offering exclusive discounts, and showcasing limited-time deals.

Once your objectives are set, keep an eye on key performance indicators (KPIs) such as conversion rates, average order value (AOV), and customer retention. These will help you track your success and fine-tune your approach over time.

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3 - Choose the right live selling tools

Picking the right tools is super important for hosting successful events, and with so many options out there, you’ll want to choose what works best for your unique store. The perfect live selling tools for your store depends on your target audience, what features you desire, and level of integration needed.

Shopify has its own native live shopping apps, like Shopify Live, plus other built-in features that integrate smoothly with your store.

Social media platforms like Instagram, Facebook, and TikTok are also popular choices, letting you reach their huge audiences while driving traffic back to your Shopify store. You could also check out Amazon Live or explore third-party Shopify apps for more customisation and engagement features. Three top picks include:

Restream. It’s a multistreaming tool that lets you go live on multiple platforms at once - perfect for reaching more audiences. It also offers chat consolidation, analytics, and branded streaming features to keep things professional and organised.

Comments Sold. It automates the live selling process by letting customers buy directly from Facebook and Instagram comments. It syncs your inventory with Shopify and even generates invoices and messages automatically. Perfect for businesses that use social media to drive sales.

LiveSell: Live Video Shopping. The Shopify app LiveSell lets you sell your products during online events. It gives you a fully branded space, live inventory sync, automatically created shoppable reels from each live sale, and a whole lot more.

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4 - Select and prepare your products & offerings

For the best results, plan ahead. Get your products and offers ready, and know exactly what you want to say about them.

In this live shopping event, the host carefully picked his products beforehand, walked the audience through each makeup item he used, showed exactly how to apply it, and even asked for the model’s opinion on the product.

‍47% of viewers make impulse buys during live sessions, so focus on featuring best sellers, new arrivals, and exclusive bundles to grab attention and spark on-the-spot purchases. Bundling complementary products or dropping limited-time deals adds extra urgency, making it even harder for shoppers to resist!

Besides picking the right products, make sure they look great and are ready to shine in a live demo. High-quality images, detailed descriptions, and well-optimised listings help customers make better decisions.

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5 - Make sure you set up live selling logistics efficiently

Clear visuals and crisp audio are crucial for creating an engaging live stream, as they help customers better see and hear product details.

Start by investing in high-quality equipment - a good camera (even an iPhone or laptop with a webcam works, it just needs to be crisp), a quality mic, and proper lighting.

Clear videos and sharp audio make a huge difference in helping customers see and hear all those important product details.

In addition to the right equipment, have a script and demo plan ready to keep your live stream on track. A well-structured flow helps you cover all the essentials, such as product features, pricing, and special promotions.

Also, make sure you’ve got a smooth order and tracking system in place. This way, you stay on top of inventory, process, and keep shipments running like clockwork.

Best practices for Shopify live selling to maximise sales

1 - Promote your live event for maximum reach

Build anticipation for your Shopify live selling event beforehand across your social media channels, push notifications, email newsletters, and if you can, run some paid ads to get even more eyes on it.

Give your audience plenty of heads-up about your live event - share the date and time early, and send reminders so it stays on their radar.

Use engaging content such as behind-the-scenes sneak peeks, product teasers, or countdowns to stir excitement.

The more you promote your event and give the audience a feel of what's going to happen, the bigger and more high-quality audience you’ll attract.

Take a look at the great example above - thinlizzybeauty are making their event valuable for their audience. They set the stage by sharing context on what to expect, offering helpful tips to draw in the right crowd, offering free gifts to incentivise people to join, clearly displaying event details, and creating urgency with limited spots.

88% of shoppers say live shopping events help them discover products they wouldn’t have found otherwise. So boosting your event’s reach on social media will further capitalise on this.

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2 - Use scarcity, urgency, and exclusive discounts

Before and during the event, keep up the hype by highlighting limited stock, countdown timers, or exclusive product drops. A little urgency never hurts, so give your audience a gentle nudge to act quickly.

This jewellery brand, A&M of LDN creates and posts videos to not only promote their live events, but also entice viewers in with perks like free jewellery with live shopping orders.

Drop some exclusive discounts or bundle deals that are only available during the live stream. It’s the perfect way to trigger FOMO and encourage shoppers to jump on the deal before it’s gone.

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3 - Show that you value viewers

82% of shoppers love interacting with live hosts during shopping events because it makes the whole experience feel more personal. So go the extra mile to show your viewers you appreciate them and their time.

Keep the conversation flowing by handling Q&A sessions efficiently - answer questions and acknowledge viewers personally. When customers feel heard, they'll be way more confident in their buying decisions.

Get your viewers involved by actively asking for feedback, running polls on product favourites, or just giving their comments a shoutout. The more immersive your event is, the more likely they’ll stick around (and shop!).

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4 - Utilise influencer marketing & social proof

Collaborating with influencers who align with your brand can help you extend your reach to a more tailored audience that actually trusts their recommendations - meaning more eyes (and high-quality buyers) on your products.

During live selling on Shopify, influencers can act as trusted voices, demonstrating products and giving real, genuine endorsements. And it works - 63% of shoppers say they’re more likely to buy a product when an influencer they trust recommends it.

During Tommy Hilfiger’s live shopping event above, they introduced their new Spring collection while inviting some special guests and influencers to share styling tips for the season.

Displaying social proof, like customer testimonials, live comments, and real examples of customers using/styling your products really helps.

Even just hearing you talk about why your products are so great goes a long way. After all, 71% of viewers trust live stream hosts’ recommendations more than regular online reviews.

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5 - Prioritise authenticity

88% of consumers are more inclined to like and support a brand that feels authentic. This is because they can connect with the person behind the products, and they feel like you’re genuine and relatable.

Prioritise being yourself during your live streams. Avoid overly scripted or rehearsed presentations, show your passion for your offerings, share personal stories, and just keep things real by being honest and transparent.

When you show the human side of your brand and have natural, down-to-earth conversations, you’ll build a loyal customer base that truly trusts your products & offerings.

How to overcome common live selling challenges

Live selling can offer huge opportunities for Shopify growth, but like any live event, it has its own set of challenges. Don’t worry, though - there’s plenty of ways to tackle them.

Some of the biggest hurdles come down to dealing with technical issues and low engagement.

To minimise technical disruptions, make sure your equipment is reliable, do a test run before going live, and always have a backup plan in case something glitches. A stable internet connection is key for a smooth experience, so if you can, try using a wired connection instead of relying on Wi-Fi.

If engagement is low or starts to dip, switch things up. Change your presentation style, mix in new products, or get creative with interactive tactics like games to get your audience excited and back in the conversation.

Another challenge is keeping up with order fulfillment and inventory. Since purchases are happening live during the stream, it's super important to have an organised system in place to track inventory and process orders quickly.

Using Shopify apps like Assisty and syncX for inventory management can help you stay on top of stock levels. Plus, linking your live selling platform directly to your Shopify store makes order processing super straightforward.

As for refunds and customer concerns, be ready to handle them quickly and professionally. Make sure you’ve got a clear return policy in place and mention it during the live event. Being transparent about how you handle refunds will put customers at ease, and responding quickly to any issues will boost your reputation and keep your audience happy.

By planning ahead and having the right systems in place, you can easily overcome these common challenges and pull off successful Shopify live shopping events.

Tracking & optimising live selling performance

Tracking the right metrics is key to figuring out how your event is doing and spotting areas where you can improve. Some important ones to keep an eye on are conversion rates (to see how many viewers actually made a purchase) and watch time.

Engagement metrics like comments, likes, shares, and questions also provide valuable insights into how interactive and likeable your live sessions are.

Once your live session concludes, the next step is to dive into data and see how you can improve for next time. Look for trends in customer behaviour, like which products generated the most interest, how long people stayed, and which promos were the most effective.

Additionally, automating follow-ups and retargeting strategies can significantly boost your performance, with 70% of consumers more likely to convert after seeing retargeting ads.

Send automated emails, SMS, or push notifications to viewers who didn’t make a purchase - remind them of your must-have products or offer them some exclusive deals to reel them back in.

What’s next - the future of live selling & shopping

Shopify live selling is evolving fast, with new tech and trends constantly shaping how it works. And as live shopping grows further, more and more tools will appear to support these innovations.

AI-powered chatbots and virtual assistants are emerging as great tools for handling customer queries during live sessions, giving instant responses and making the whole shopping experience smoothie. AI-driven analytics will also give sellers awesome insights into viewer behaviour, engagement patterns, and product interest, allowing you to refine your selling strategies effectively.

Meanwhile, AR technology is set to take live selling to the next level by making product demos super interactive. Shoppers can use AR & VR tools to check out 3D models or products in their own space or try on clothes, makeup, and accessories virtually - all during a live shopping stream.

There’s also loads of new Shopify apps popping up to simplify things, offering better integration, automation, and analytics tools to help businesses optimise their live selling strategy.

At the same time, social commerce is growing and becoming more dominant, with platforms like TikTok, Instagram, and Facebook always enhancing and adding new features to boost live shopping.

To stay ahead of the game, brands need to embrace these changes, stay active on trending platforms, and keep tweaking live selling strategies based on data and what customers are liking.

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Final thoughts

Shopify live selling is more than just a trend - it’s here to stay. With on-the-spot engagement, instant purchases, and plenty of personality, live shopping takes regular sales and turns them into must-watch events.

Whether you’re aiming to see more Shopify revenue growth, boost conversions, build a loyal community, or just have some fun while selling, going live is the way to go. So, follow this guide, take the right approach, and make it count.

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If you’re looking for more ways to grow your Shopify store throughout 2025, then consider partnering with a Shopify Growth Service like StoreLab.

Our Shopify mobile app builder enhances customer experience with seamless navigation, push notifications, and easy checkout. With our Meta Ads Service, we handle everything from strategy to optimisation, ensuring your brand reaches the right audience and drives high-quality traffic. Plus, our Accelerator Program (SAP) offers expert one-on-one coaching to help you scale efficiently with a solid business model.

After teaming up with StoreLab, Myfanway Holiday, Operations Director at Dominie Luxury, achieved some amazing results…