Live shopping for Shopify: complete guide 2026
What is live shopping? Live shopping combines livestreaming with direct purchase functionality. Viewers can buy products without leaving the video, with one-click checkout and real-time stock display. In China, 84-100% of viewers watch and buy directly. In Europe, this figure is between 28-46%.
- 9-30% conversion versus 2-3% traditional – live shopping demonstrably delivers higher sales figures on reliable platforms
- MediaMarkt is the only documented Belgian case – large retailers like Torfs, ZEB, and JBC have not yet implemented live shopping
- Instagram Live Shopping no longer exists – Meta discontinued the feature in March 2023, though normal product tags are again available in Belgium
- TikTok Shop is not yet available in Belgium – expected launch in 2026
- Channelize.io (€99-299/month) is the best choice for Flemish webshops – Dutch language support and GDPR tools included
- Own website converts 19x better than Instagram – embedded solutions perform significantly better than social platforms
What is live shopping? Live shopping combines livestreaming with direct purchase functionality. Viewers can buy products without leaving the video, with one-click checkout and real-time stock display. In China, 84-100% of viewers watch and buy directly. In Europe, this is between 28-46%.
For Belgian Shopify webshops, the reality is nuanced. The technology works, the figures are impressive, but Western adoption lags far behind Asia. This guide shows what works, which platforms to avoid, and how to realistically implement live shopping without burning through your marketing budget.
How does live shopping work for e-commerce?
Live shopping combines the immediacy of a physical store experience with the convenience of online shopping. A presenter showcases products in real-time, answers questions via chat, and viewers can make a one-click purchase without leaving the stream.
The concept originates from China, where platforms like Taobao Live and Douyin (the Chinese TikTok) generate billions in revenue daily. The average Chinese consumer spends €75-82 per live shopping session and watches multiple streams per week. In comparison, European consumers spend €115-180 per session, but do so much less frequently.
What are the benefits of live shopping? According to McKinsey's research among 2,410 respondents, live shopping achieves conversion rates of 9-30%, while traditional e-commerce webshops typically remain at 2-3%. Return rates decrease by 40% because customers actually see the product in action before buying. This directly aligns with proven conversion optimization strategies that we implement for Belgian webshops.
Maryam Ghahremani, CEO of Bambuser, puts video commerce into perspective:
“Video commerce is about creating more human and interactive online shopping experiences. With live video, brands can rebuild genuine connections with customers and guide them in a way that traditional e-commerce could never offer.”
Source: Destination CRM – Bambuser Introduces One-to-Few
Live shopping in Belgium: MediaMarkt as the only case study
Which Belgian companies engage in live shopping? MediaMarkt Belgium remains the only documented large-scale live shopping implementation in our country. On October 10, 2020, they were the first Belgian retailer to launch this technology, in collaboration with digital agency Intracto (now iO).
The implementation was bilingual: Dutch streams with presenter Jeroen Dewulf, French streams with actor Christophe Stienlet. Viewers could ask live questions via chat and order products directly via integrated links.
Yannick de Bièvre, Head of Marketing at MediaMarkt Belgium, explained the motivation:
“Live Shopping was created to combine the convenience and speed of e-commerce with the expert advice of a salesperson in one of our stores. ”
Source: Gondola - MediaMarkt Belgium launches Live Shopping
Notably, MediaMarkt's dedicated live shopping page now redirects to their general homepage. This suggests that the initiative has been scaled back or discontinued.
Other major Belgian retailers such as Torfs, ZEB, JBC, LolaLiza, and e5 mode do not yet have documented live shopping implementations, despite their strong digital presence. ICI PARIS XL Belgium shows "Live Streams" in their French navigation, but no concrete campaigns have been found. This contrasts with the broader e-commerce trends in Belgium where digital innovation is accelerating.
Mathias Vissers, Marketing Manager at Intracto, put this into perspective:
“Too often, we critically view Asia as a continent where primarily copying takes place. We really need to leave that dogma behind. Asia is innovating more than ever. And especially concerning digital sales, we can learn an enormous amount from them”
Source: Gondola - Live Shopping trend analysis
Best live shopping platforms for Shopify in 2026
Which live shopping platform is best for Shopify? For Belgian Shopify webshops, Channelize.io is the strongest option due to Dutch language support, GDPR compliance, and accessible pricing. Bambuser is the premium alternative for enterprise and luxury brands.
When choosing a platform, you should consider EU data residency, GDPR compliance, Dutch language support, and integration quality. When selecting the right apps, it's also important to look at the best Shopify apps for e-commerce for a complete tech stack.
Channelize.io offers native Dutch language support (17 languages total), GDPR compliance tools, and accessible pricing. You get unlimited live shows with simulcasting to Facebook, YouTube, Instagram, and Twitch. Brands like Garnier and Maybelline use Channelize worldwide.
Bambuser is the premium European choice, headquartered in Stockholm, with optional EU server hosting. The platform won the LVMH Innovation Award and serves luxury brands requiring advanced data control. Their 60-day free trial for Shopify users provides ample testing time.
Warning about Livescale: Despite frequent recommendations, the Livescale Shopify app is currently unavailable in the App Store. Please verify directly with the company before planning implementation.
Instagram Live Shopping and TikTok Shop: Status for Belgium
Does Instagram Live Shopping still work? No. Meta discontinued Instagram Live Shopping on March 16, 2023. You can no longer tag products during live broadcasts. This aligns with the broader trend of social commerce strategies where platform choice is crucial.
Standard Instagram Shopping (product tags in posts, Stories, and ads) is available again in Belgium, after being disabled in the summer of 2023 due to in-app checkout requirements.
Belgian businesses can use Instagram Shopping with website-redirect checkout. Customers complete purchases on your Shopify webshop instead of within the app. Requirements: Business/Creator account, linked Facebook page, Meta Commerce Manager, and products that comply with commerce policies. No minimum follower count is required.
When is TikTok Shop coming to Belgium? As of late 2024, TikTok Shop has not launched in Belgium. Current European availability includes the UK (200,000+ sellers), Germany, France, Italy, Spain, and Ireland. Belgium, along with the Netherlands, Sweden, and Poland, is expected in 2026.
Belgian webshops can currently use TikTok for brand awareness and advertising with website redirects. When TikTok Shop launches, Shopify integration will enable automatic product sync, in-app checkout, and affiliate program access. Read more about effective strategies in our TikTok marketing guide.
Own Website versus Social Platforms: Conversion Comparison
Where does live shopping convert best? On your own website. A case study by Calpak demonstrates the difference: their Instagram livestream achieved approximately 1% conversion, while their own-website livestream achieved 19% conversion. That's a 19x improvement by owning the customer experience.
This underscores why e-commerce conversion optimization is so important: the environment in which you sell largely determines your results.
Vincent Yang, Co-founder and CEO of Firework, highlights the fundamental mismatch between social platforms and conversion in Western markets:
“Social media is particularly strong for brand awareness, but in Western markets, the vast majority of digital purchases still occur on the retailer's own website or app, not within a social application. This makes owned platforms structurally more effective for conversion than social-first shopping.”
Source: Firework – Live shopping vs traditional ecommerce
Why Live Shopping Fails in the West
Does live shopping work everywhere? No. Results in Europe and the US lag far behind Asia, and several major platforms have already discontinued their live shopping features.
Facebook Live Shopping closed on October 1, 2022. Jason Goldberg of Publicis noted that brands spent approximately 1% or less of their marketing budget on Facebook's live shopping feature. No one made it a core pillar of their growth strategy.
TikTok Shop UK failed to meet its targets despite its initial Western market launch. The Financial Times reported that influencers dropped out, sales were disappointing despite subsidies, and there was a 50% staff turnover. Monthly GMV reached only $24 million in the UK versus $200 million in Indonesia.
Jasmine Enberg of Insider Intelligence offers a clear analysis:
“Facebook's discontinuation of its live commerce feature signals that it's not generating users or revenue. For most brands, live shopping should not be a core component of their social commerce strategy.”
Source: Retail TouchPoints – Livestreaming in the U.S. isn't dead, it's just happening in the wrong place
Why does live shopping work in China but not in Europe? McKinsey discovered a fundamental behavioral mismatch: 42% of American shoppers and 38% of European shoppers use live commerce because it's "fun." In China, "fun" ranks last; consumers prioritize functional benefits such as better prices and brand access. This also explains why video marketing trends play out differently in Europe than in Asia.
Roadmap: Implementing Live Shopping for Shopify
How do you start with live shopping? Begin by activating Instagram Shopping (free), then test an embedded solution on your own website, and only scale up once you achieve >5% conversion.
Phase 1: Activating Instagram Shopping (week 1-2)
Restore Instagram Shopping via Shopify's native Facebook & Instagram by Meta app. This costs nothing, enables product tagging in posts and Stories, and prepares your infrastructure for the eventual TikTok Shop launch. Also consider reviewing your complete Shopify marketing strategy.
Phase 2: Testing embedded solution (week 3-6)
Start a trial period with Channelize.io (€99/month, Dutch support, 14 days free) or Bambuser Essential ($79/month, 60-day trial). Conduct 4-6 test streams on your own website to establish baseline conversion rates before scaling.
Phase 3: Rolling out multicast (week 7-12)
If test streams achieve >5% conversion and justify continued investment, upgrade to multicast capabilities. Stream simultaneously to your website, Facebook, and YouTube to maximize reach while owning the conversion environment.
Critical success factors:
Build audience on social platforms, convert on owned properties
Plan multiple regular streams instead of one "big event"
Invest in host training and production quality
Measure conversion rate, average order value, and return rate, not just views
Accept that Western adoption will likely remain lower than China
For webshops that don't yet have a Shopify store, it's smart to first lay a solid foundation. Our guide on setting up a Shopify webshop will help you get started.
When to avoid live shopping
Is live shopping suitable for every webshop? No. Avoid or postpone if your audience is too small, your product category doesn't fit, or you lack resources for consistent streams.
Live shopping is not suitable if:
Your audience is too small: TikTok requires 1,000+ followers for live access
Your product category doesn't fit: complex, considered purchases requiring extensive research do not convert in impulse-driven formats
Resources are limited: no dedicated host, production capabilities, or capacity for regular streaming
No commitment to consistency: one-off events don't build momentum; regular streaming is required
No existing community: live shopping amplifies existing engagement rather than creating it
Completely dependent on social platforms: data shows that owned channels perform up to 19x better in conversion
Instead, consider investing first in CRO optimization for your existing webshop. The ROI is often faster and more predictable.
Implementing live shopping for your Shopify webshop?
The technology is available, conversion rates are proven, but success requires a realistic approach. At ClickForest, we help Belgian webshops with their complete e-commerce strategy, from Shopify webshop development to performance marketing that truly converts.
Do you want to strategically implement live shopping or first optimize your webshop for higher conversion? Contact us for a no-obligation consultation about your e-commerce growth opportunities.
🚀 More leads, higher conversion, better ROI
This article gave you insights. Now it's time for action. Whether you want to build a profitable webshop, generate more revenue from performance marketing or SEO, or grow with AI-marketing - we'll help you move forward concretely.
💬 Discuss your challenge directly with Frederiek: Schedule a free strategy session or send us a message
📧 Prefer to email? Send your question to frederiek@clickforest.com or call +32 473 84 66 27
Strategy without action remains theory. Let's take your next step together.
Frequently Asked Questions about Live Shopping
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Live shopping integrates direct purchase functionality into the stream. Viewers can buy products without leaving the video, with one-click checkout and real-time inventory display. A regular livestream shows products but requires viewers to navigate separately to your webshop to make a purchase.
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Prices range from free (basic options with limitations) to €600+ per month for enterprise solutions. Channelize.io costs €99-299/month with Dutch support. Bambuser starts at $79/month with a 60-day free trial. Most platforms offer free trials.
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No. Meta discontinued Instagram Live Shopping on March 16, 2023. You can no longer tag products during live broadcasts. Regular Instagram Shopping (product tags in posts and Stories) is, however, available again in Belgium.
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TikTok Shop is expected in Belgium in 2026. Currently, it is only active in the UK, Germany, France, Italy, Spain, and Ireland within Europe.
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Channelize.io offers native Dutch language support as one of 17 languages. Bambuser offers a Dutch interface but not full language support. Most other platforms are only available in English.
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McKinsey's research shows 9-30% conversion for live shopping versus 2-3% for traditional e-commerce. In Europe, 28-46% of viewers make a purchase during a stream, which is lower than China (84-100%) but higher than standard webshop conversion.
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Your own website performs significantly better. A Calpak case study showed 19% conversion on their own website versus 1% on Instagram. Social platforms are effective for reach and brand awareness, but conversion is better achieved on your own domain.
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TikTok requires a minimum of 1,000 followers before you can stream live. Instagram has no minimum follower count for Live, but it does for certain shopping features.
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Yes. Research shows a 40% decrease, from 20-30% to 10-15%. Real-time product demonstrations set accurate expectations, leading to customers making more informed purchases.
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Consistency is more important than frequency. One-off events don't build momentum. Start with weekly or bi-weekly streams at fixed times. Successful brands stream 2-4 times a week, but start small and scale based on results.
Sources and references
Research reports and statistics:
McKinsey & Company: Ready for Prime Time: Live Commerce (July 2023) – https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/ready-for-prime-time-the-state-of-live-commerce
MarketingLTB: Live shopping statistics 2025 (conversion rates, market growth) – https://marketingltb.com/blog/statistics/live-shopping-statistics/
NextMSC: Live commerce market size & forecast 2025-2030 – https://www.nextmsc.com/report/live-commerce-market-ic3158
Belgian sources:
Gondola: MediaMarkt Belgium launches Live Shopping – https://www.gondola.be/nl/news/mediamarkt-belgie-start-met-live-shopping-een-trend-azie
Tilroy: Instagram Shopping Belgium status – https://www.tilroy.com/instagram-shopping-belgie/
Platform analyses:
Retail Dive: Facebook discontinues live shopping feature – https://www.retaildive.com/news/facebook-meta-shut-down-live-shopping-feature/628795/
MarketingLTB: Live shopping conversion rates and engagement – https://marketingltb.com/blog/statistics/live-shopping-statistics/
Platform documentation:
Channelize.io Shopify App – https://apps.shopify.com/channelize-io
Bambuser video commerce platform – https://bambuser.com
