Why Live Shopping is the New Affiliate Marketing
Live shopping is quickly becoming a powerful tool for retailers seeking to drive conversion, particularly in price-sensitive moments like back-to-school season. Consumers trust influencers — 71 percent of U.S. consumers purchased a creator-founded product last year, and that number is rising. By leveraging trusted influencers and real-time engagement, brands can shorten the path from discovery to purchase, just when it matters most.
In the dynamic retail landscape, a significant transformation is underway as consumers increasingly gravitate towards trusted voices on social media. This evolving preference highlights a fundamental shift in how purchasing decisions are influenced, moving away from traditional advertising models to more authentic, direct interactions. As a result, the burgeoning phenomenon of live shopping is quickly establishing itself as the next major frontier in affiliate marketing.
Today, we’re going to look at how brands should be embracing live shopping as the next evolution of affiliate marketing, and how to apply these methods for upcoming shopping moments such as back-to-school and the Q4 holiday season.
Why Live Shopping, Why Now?
Platforms such as Amazon Live, TikTok Shop, and YouTube are increasing the volume of live shopping content available. In 2024, TikTok Shop hit over $100 million in single day sales on Black Friday, and shoppers tuned into over 30,000 live-selling sessions. And the numbers will only continue to increase.
This trend is driven by the powerful connection consumers feel with the creators they engage with daily. These digital personalities have cultivated communities built on trust, shared interests, and consistent engagement, positioning them as highly credible sources of product recommendations. Unlike static advertisements, live shopping events offer a dynamic, interactive experience where products are showcased in real time, questions are answered instantly, and an immediate sense of urgency and community is fostered. This unscripted environment mirrors a personalized shopping experience, allowing consumers to see live demoed products and receive genuine endorsements from individuals they admire.
Brands and Retailers: It’s Your Turn
This model allows for direct engagement with potential customers, enabling brands to gather real-time feedback, address concerns, and build a more personal connection.
The integration of live shopping into affiliate marketing strategies provides a transparent and performance-based framework, where creators are rewarded for driving sales, aligning incentives, and fostering a mutually beneficial ecosystem.
A prime example of live shopping's efficacy is evident in its ability to dramatically boost conversion rates during peak retail seasons. During critical back-to-school campaigns, for instance, live shopping events provide an immediate, dynamic platform for showcasing products and building a sense of urgency. This immediacy allows brands to replicate the personalized experience of in-store shopping, but at scale. Furthermore, the interactive nature of live streams encourages impulse purchases as viewers witness products in action and see others expressing interest.
Similarly, as the holiday season approaches, live shopping becomes an indispensable tool for brands looking to connect with consumers on a personal level, offering exclusive deals, demonstrations, and the excitement of a live broadcast. This blend of commerce and entertainment, often referred to as "shoppertainment," fosters a stronger emotional connection between consumers and brands, leading to increased loyalty and repeat business.
The time to experiment with live shopping isn’t “someday” … it’s now. Start small: pilot one live event with a creator your audience already trusts. If you’re already running affiliate programs, explore how live can enhance them. And as the holiday shopping season looms, prioritize campaigns that blend entertainment, urgency and authenticity.
As technology continues to advance and consumer behaviors evolve, live shopping is poised to become an indispensable tool for retailers seeking to connect with their audiences in meaningful and impactful ways, ultimately reshaping the future of e-commerce.
Mike Jaconi is the co-founder and CEO of Button, the mobile commerce platform that maximizes the value of every tap.
Michael Jaconi is the co-founder and CEO of Button, the mobile commerce platform that maximizes the value of every tap. Jaconi formerly served as the CEO of Rakuten Loyalty and executive officer of parent company Rakuten. Michael helped build Rakuten Loyalty from a fledgling state to a multimillion dollar business in less than two years and led Rakuten’s $100 million investment in Pinterest, helping bolster Rakuten’s position as one of the most innovative and aggressive global internet companies. Prior to his tenure at Rakuten Loyalty, Jaconi co-founded two public affairs companies in Washington, D.C. and served in a variety of capacities within various political campaigns.
