How often should a store go live?

Weekly if you can sustain it, monthly if you cannot. Predictability beats frequency — an audience that knows when to turn up is worth more than a higher number of unannounced sessions.

Why the answer is what it is

Sustainability is the real constraint. A weekly hour that stops after five weeks is worse than a monthly one that runs all year, because the audience that formed the habit is the asset and it does not survive being dropped.

What this looks like in practice

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.

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.