How long should a live shopping stream be?

Between forty-five and ninety minutes. Shorter and the audience never accumulates; much longer and the seller flags, which the audience can hear.

Why the answer is what it is

Regularity matters more than duration. A predictable weekly hour outperforms an occasional three-hour event, because people can plan to attend and the audience compounds instead of restarting each time.

What this looks like in practice

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

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.

Where a mobile app comes into it

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