How do customers buy during a live stream?

In one tap, or not at all. The buy has to happen in the same surface as the video — a pinned product, a comment keyword, a panel — because leaving to a browser is where the audience is lost.

In more detail

This is the technical difficulty and the whole of it. A social platform’s native shop solves it and keeps the customer; an app solves it and keeps the customer for you, which is the argument for having one.

What to do about it

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.

Recorded short-form outperforms live for most small stores: the same content, none of the scheduling, and it keeps working.

Live shopping works where a product has to be seen moving, worn or demonstrated. It does almost nothing for a spare part.

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.