Livestream e-commerce: Cracking the code for luxury retail.
The luxury market is shifting. Global sales peaked at $432B in 2023 but slipped to $419B in 2025.
Customers fell from 400M post-Covid to 335–345M in 2025.
📊 Online shopping plateaued at 20%, while monobrand stores grew to 37%.
👩🎤 Gen Z wants relevance and authenticity over status.
🌏 In China, livestream retail will hit $1.1T in 2026 (from $683B in 2023) via Alibaba’s Taobao Live, Tmall, Douyin, Kuaishou, JD Live, and WeChat Channels.
In the U.S., livestream sales will reach $68B in 2026, led by TikTok, Instagram, YouTube, Amazon, Shopify, and QVC/HSN.
✨ Luxury brands like Nordstrom, Bloomingdale’s, Sephora, L’Oréal, and Estée Lauder are testing the format.
💡 Covet by Christos has already generated $200M in sales by blending shopping with storytelling.
The takeaway
Luxury retail isn’t fading. It’s evolving.
Livestream e-commerce merges the convenience of online with the personal touch of in-store, keeping luxury pillars—exclusivity, authenticity, and connection—alive for a new generation. https://lnkd.in/drm6QAUF
#LuxuryRetail #LivestreamShopping #EcommerceInnovation #GenZConsumers