Do you need a presenter for live shopping?

You need somebody who knows the products, not somebody polished. Audiences forgive awkwardness instantly and never forgive not knowing the answer to a question about the item.

In more detail

The best presenter is usually whoever handles customer service, because they already know what people ask and in what words. A hired host who has to read the specification loses the room.

What to do about it

The format is not new anywhere except the West — it has been the default in parts of Asia for years, and the mechanics are settled.

A live stream that sells is a rehearsed show with a host who knows the stock, not a phone propped against a shelf.

The commercial trick is not the video. It is buying inside the video, because sending somebody to a product page loses most of them on the way.

The mobile app angle

TicApp built a live shopping tab into Eleganza La Mode — buyable video inside the app, on both stores since December 2025.