What are the most common live shopping mistakes?

Sending people away to buy, showing too many products, and not announcing it. Any one of the three is enough to make a session look like proof the format does not work.

The reasoning

The fourth is stopping after two attempts. The first stream sells to whoever happened to be there; the value comes from an audience that learns the schedule, and that takes more than two.

What most people get wrong

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.

How an app changes it

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