Nearly half, 45%, of consumer have browsed or purchases from a live shopping event in the past year, according to a VTEX survey that polled 1,000 U.S. consumers.

The findings, according to a press release, indicated live shopping is growing in populating yet there is a significant gap in consumer awareness regarding when and where events are taking place.

Key findings include:

• Nearly half (45%) of respondents said they have participated in a live shopping event hosted on marketplaces like Poshmark or Amazon in the last year.
• More consumers (61%) said they have browsed or shopped on social video commerce channels like Facebook Live, TikTok Shop, YouTube or Instagram Reels in the last year.
• GenZ is the largest demographic shopping video content on social platforms with 83% — while Millennials are the largest group (58%) participating in live shopping.
• The male consumer came out on top in every category of potential video engagement — with 48% of men saying they’ve engaged in live shopping compared to 42% of women.

“For brands nervous about jumping into the live shopping space, consistency is key. As the data showed, more than half would shop through these channels if it was available more consistently. Don’t focus on becoming an overnight, viral success with one event. Focus on consistently delivering a technically seamless and engaging experience for your consumers, and the rest will follow,” Santiago Naranjo, CRO, VTEX, said in the release.

This online survey was fielded by Dynata, a market research firm, from August, 2024.