Consumers turn to livestream for commerce

Key stat: Over 20% of U.S. digital buyers (21.7%) will make a purchase off a livestream in 2025, according to an October 2024 EMARKETER forecast.

Beyond the chart:

• 23.4% of US adults have used or are interested in using livestream shopping to purchase personal luxury goods, according to an August 2024 survey from EMARKETER and Bizrate Insights.
• 43.0% of US adults said they have not used and are not interested in livestream shopping, according to that survey.

Use this chart: Marketers can use this chart to identify opportunities for livestream shopping, while also keeping consumer interest in live and interactive events in mind when generating brand awareness.

Related EMARKETER reports:

• US Creator-Driven Commerce 2024 (EMARKETER subscription required)
• Social Trends to Watch in 2025 (EMARKETER subscription required)