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According to a survey conducted in Southeast Asia in 2024, just over ** percent of respondents answered that they purchased fashion products through a live-stream. Other categories such as beauty or electronics were mostly shopped through e-commerce.

Diverse live shopping trends

While fashion remains the top category for livestream purchases across the broader Asia-Pacific region, local preferences vary. In South Korea, food and beverages dominate live commerce, whereas in Japan, consumer electronics lead the way. In Southeast Asia, live commerce has become a frequent habit, with many consumers watching livestreams every few days. Notably, a survey found that buyers in the region are highly likely to repurchase from livestream brands, demonstrating strong brand loyalty and trust. 

TikTok powers the live shopping boom

Shopee and TikTok are among the most influential platforms driving live commerce in Southeast Asia. TikTok, in particular, plays a central role, with users spending over **hours per month on the mobile app in the region. With the launch of TikTok Shop, the platform extended its influence into e-commerce, allowing users to discover and buy products more seamlessly. Popular product categories on TikTok Shop in Southeast Asia include beauty, personal care, and womenswear. These products also align with the short-form video format, making them easy to promote and appealing to purchase.