Marketing is evolving, and with it, the ways in which consumers discover and purchase products are changing. Live Shopping and Shoppable Content are two of the most dynamic trends of 2025, with more and more brands investing in interactive shopping experiences.
But why are they so important, and how can a business take advantage of them?
That’s the question we’ll analyze in today’s article.
What is Live Shopping?
Live Shopping is a form of livestreaming, mainly through platforms like Instagram, TikTok, or YouTube, where a brand or influencer presents products in real time and encourages viewers to make immediate purchases.
During these livestreams:
- Users see the products and how they’re used live, which builds trust in the product.
- They can ask questions and receive immediate answers—eliminating doubts that might otherwise delay a purchase.
- They can purchase directly from the platform. The easier the buying process, the more likely users are to complete it.
The experience is interactive, immediate, and “live,” transforming traditional shopping into a more human-centered experience.
What is Shoppable Content?
Shoppable Content is any type of content (photo, video, story, reel, or even article) that contains embedded shopping links or product tags. This allows users to click and make a purchase instantly, without redirects or time-consuming steps.
Examples of shoppable content include:
- Instagram posts with tagged products.
- TikTok videos with “Buy now” CTAs.
- Pinterest pins with direct purchase options.
- Reels or YouTube Shorts with visible links.
Why Are They Important for Brands?
They reduce the steps to purchase
The shorter the user journey, the higher the conversion rate. Shoppable content removes obstacles like having to leave Instagram and search for the product on a website.
They create an experience, not just a sale
With live shopping, the consumer can ask questions, see a real-time demo, and feel part of a community. The content becomes an interactive experience.
They boost engagement and authenticity
A well-structured live with a micro-influencer has more impact than a static post. Users feel like they’re buying from real people, not faceless brands.
They’re made for mobile-first strategies
Over 70% of users now shop from mobile devices. Live and shoppable content offers the perfect purchasing experience for mobile users.
What Do Studies Say About These New Practices?
- 7 out of 10 Gen Z users have made a purchase through a live shopping event.
- Brands with shoppable content see a +30% increase in engagement.
- TikTok Shop is projected to exceed $20 billion in global sales by 2025.
How Can Brands Leverage Them?
For businesses, Live Shopping and Shoppable Content are multi-functional tools—for promotion, engagement, and sales.
And the best part? You don’t need a big business or large ad budget to apply them to your own company.
First steps you can take:
- Collaborate with micro-influencers for live product presentations.
- Create reels and stories with embedded shopping tags.
- Host live events with limited availability (flash sales).
- Use tools like TikTok Shop to integrate with e-commerce.
It’s clear that Live Shopping and Shoppable Content aren’t just trends—they’re the future of digital commerce. The more brands adopt them, the more they turn their audience into an active and loyal community. And as the statistics show, the results appear not just in brand awareness but in real sales growth.
At Pylarinos Advertising in Thessaloniki, we know how to turn these practices into powerful sales tools.
Contact us to design a strategy that will elevate your business.
