AI is not the future of online shopping – this is what it is
I want to start by saying that I am not anti-AI.
Really far from it. 😤
I think AI is amazingand nothing will come between me Register for ChatGPT and me.
So if you are a big fan of AI…
RELAX 🫷🥺🫸 and stay away from my DMs.
I won’t quarrel with you, at least today. (Tomorrow I might change my mind! 😛)
Also: How to sign up for ‘The Next TikTok’ – and why you should do it immediately
Now that I’ve completed my disclaimer, I NEED to tell you about The future of online shopping.
If you’ve ever thought about starting an online business or are selling online and looking for an edge, I get it.
In this article, we will explore:🧐
- I believe what the future of online shopping will look like
- How we got to this point in the digital retail landscape
- Tips and tricks you can use to stay ahead
So let’s step back and put down the pitchforks as we dive into what I believe could be a game changer for online shopping in 2025.
Oh, and if you stick around until the end, I’ll also share how we can make mula. 🤑
Quick introduction
If you’re not familiar with my work, my name is Lesterbut my friends call me Les.👋
I’m a founder who successfully exited and is now the executive chairman of a group of e-commerce brands. At my core, I’m an award-winning performance marketer and spotting trends is my hobby.
Most importantly, I’ve been working in e-commerce for over 10 years, with some big wins and even more impressive losses (haha).
I’ve seen many trends come and go while keeping an eye on the industry and what’s working.🤓☝️
But I can tell you with 99% certainty that this trend is different.
The biggest online shopping opportunity in 2025
I’m sure you’re wondering, what is this big opportunity?🕵
It’s called live commerce, and if you’re not familiar, it’s a combination of live streaming and e-commerce.
The creator introduces his product live, explaining the features and benefits to the audience. If the audience likes what they see, they can immediately add it to their cart and buy it.
Here’s the crazy part: Live commerce is already generating $20 billion by 2022 and is expected to reach $55 billion by 2026.😲
Also: There is a new king of online shopping and it has created an unstoppable monopoly
According to a recent study, live commerce enhances the online shopping experience by up to 60%, making it more engaging and enjoyable for consumers. What’s even more impressive is that about 46% of US consumers have made a purchase through an in-person shopping event.
Funny story.
There I was, explaining live commerce to Aly (my editor), and she looked at me and said, “So, it’s like QVC?”
I laughed and said, “Basically yes, but online.”
Then two things hit me.
One, oh, I’m old. 🫠
Two, even with all the technological advances like self-driving car and AI, at our core, humans still want to feel connected to something. That’s something AI will never replace.
Also: AI isn’t the next big thing – this is what it is
Copy, definitely. Alternative, no. 👎
The future belongs to founders and entrepreneurs who create meaningful connections with their audiences.
Now, I’m not saying that avatar AI will fail.
I’m saying that founders and entrepreneurs who go the extra mile are more likely to succeed.
And here is the irony.🧐
The more AI we have, the more people will seek meaningful human connections.
The psychology of why it works
Understanding why direct commerce works is essential to future-proofing your business.
Direct commerce is at the root of who we are. It’s not just about the product.
Let’s start with the fear of missing out, an attractive marketing tactic. When you see other people getting excited and making purchases, it’s hard not to think, “I need one too.” 🥰
Like when you see one of those TikTok challenges and think, “I have to try this.”
“It can’t be that good.”
or
“It can’t be that hard.”
The same thing happens with direct commerce.
But when it happens in real time, it’s a cathartic feeling because when the live stream ends, so does the promotion.
The audience is faced with making a purchase one way or another at that moment. 📢
Who are the players?
As you might expect, TikTok is leading the way in live commerce.
Privacy concerns aside, TikTok really gets it.
Creators have achieved great success and earned millions using this format. 🚀
Also: Why a TikTok ban could collapse the creative economy
It’s not just about making money from the product. TikTok’s gifting feature allows users to send virtual items to creators to show appreciation, adding another level of engagement.
That means the platform I’m looking at (and absolutely loving) is called Nothing.
As I write this, Whatnot is the fastest growing live shopping platform. It specializes in collectibles, fashion and other niche products.
What I love most about this platform is how it connects passionate collectors with the products they love most. 🎁
It really feels like a community.
Even though the platform is “new”, the creators have already seen success.
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For example, Caitieco recently shared that she selling more than 170,000 USD per month on Whatnot. This proves that dedicated sellers can achieve significant financial success through this platform.
What I like about Whatnot is that it shows that this style of commerce has a place and is not unique to TikTok. ❤️
That said, new platforms are emerging and established ones are adopting this style of commerce with varying degrees of success.
3 tips to get started with live commerce
I’m sure you’re wondering, where do I start?
You must be good at the basics of public speaking and communication to do this job. While you don’t have to be perfect, and behaviors like stuttering can even be adorable, you need to have a firm grasp of what you’re doing before you begin the activity.
Also: One of the best podcasting microphones I’ve tested isn’t made by Yeti or Rode
In this case, “alive” does not mean unprepared. Feel me? 😇
With that said, here’s your crash course on how to start a direct commerce business and grow it.
1. Advertise before your live stream. 📢
What is it: Promote your live stream in advance to build excitement and ensure high participation. Your live stream needs to feel like an event, so do something unique and offer an exclusive offer or promotion that can only be used during the live stream. You need to give your audience a reason to show up.
How to do it: Use email, social media and SMS to treat it like a pre-launch. Tell everyone you know and encourage them to share it with others. Create buzz by sharing short teasers or teasers of what you’ll feature during your live broadcast.
Pro tip: Set up a reminder system by SMS or email. Send a countdown message like “We’ll be live in 24 hours!” or “Don’t miss our broadcast in 1 hour!” Pair these reminders with special offer suggestions to create a level of urgency and ensure your audience is ready to engage.
2. Take advantage of the live Q&A session 🤔
What is it?: Real-time conversations with your audience where you answer questions to build trust and rapport. In many ways, it’s like going into a store and asking a salesperson about a product or service.
How to do it: Encourage your audience to ask questions during the live stream and answer them honestly and in detail. This is your opportunity to address objections and clarify anything that may not be clear in your prospect’s mind.
Pro tip: Prepare answers to frequently asked questions in advance to make the class run smoothly and engagingly. If you don’t know the answer, you can say, “I don’t know, but I’ll get back to you.”
3. Have a clear call to action🎯
What is it: A clear call to action (CTA) tells your audience exactly what you want them to do, whether it’s buy a product, sign up, or stay connected. You must have a CTA and don’t be shy. Be clear and confident in your product or service.
How to do it: Be direct and specific during your live stream. Say things like “Click the link to add this product to your cart now” or “Tap the button to claim this exclusive offer.” Help them take action easily and clearly.
Pro tip: Use urgency and exclusivity in your CTAs. For example: “This offer is only available for the next 10 minutes” or “We have limited stock, so buy now before it’s gone.” Most importantly, make it special; Give your loyal supporters a reason to attend your live event and explain why they need your offer.
My two cents
Like most things in life, you get what you put in.
Direct commerce is a great opportunity to grow any business. However, that doesn’t mean it’s a magic formula.
Things like having a good product that people want, understanding your audience, and knowing how to connect with them will play an important role.
Direct trade should be viewed as another tool in your tool belt, not the belt itself. 😉
It’s interesting to see how big brands are losing touch with their audiences. They are chasing AI trends while moving further and further away from real connections. Meanwhile, consumers are saying, “AI is great, but we don’t want it to replace authentic interactions with a brand.”
Also: Is your live TV service still worth it? I’ve been re-evaluating the options for both of us
Continuously engaging with your audience is important.
Who knows? “Direct Trade” may be renamed to some other fancy name in the next few years. But at its core, the basic “thing” going on is simple: people connecting with people.
Now is the perfect time to take advantage of this change and gain an advantage. Big brands are losing their mark and losing connection with their audiences.
Being yourself is an advantage.
AI cannot imitate that.
All that said, humans are winning right now 😩
😇 Hope this article was helpful; I’m cheering for you.
PS Want more insights into data-driven marketing? Sign me up free newsletterThere are no errors, just the truth. I share what’s going on in the world of digital marketing, the latest trends and regular talks to inspire you. If this sounds like your jam and you want to be best friends forever, Click here to register. It’s completely free.
