Videowise Analyzes Live Shopping Trends for 2026 and 2027

Videowise, a video commerce platform for Shopify brands, has analyzed the state of live shopping in 2026 and forecasted trends for 2027. According to the company, the real shift in live shopping occurred not on marketplaces like TikTok Shop, but on brands' own websites, where they gained direct access to audience and purchase data.

On-site live shows allowed brands to see which products drew attention, which viewers went on to buy, and how those customers behaved afterward. Brands had to attract viewers themselves, leading many to pair their websites with paid and partner channels. In June, Meta announced plans to bring Live Video Ads to Instagram and expand them globally on Facebook, enabling brands to promote a show while it was live. Shop apps also offered a route by placing live shows in front of shoppers who were already browsing products.

Through its partnerships with Meta and Shop app, Videowise enabled brands to stream a single live show on their own website, social channels, and Shop app simultaneously, with the brand's storefront remaining the main destination.

Videowise also observed growth in multi-host formats, where a founder presented alongside a creator the brand sponsored or partnered with, often joining remotely. Creators brought their own followers and credibility to the stream, turning hosting into a commercial relationship. Because these hosts were frequently paid on commission, Videowise included host management and commission payouts in its live shopping product to track sales by host.

The company noted that the live shows performing best shared a few traits. Hosts who used the products they presented carried more trust than polished production, and shows on a regular schedule with a familiar host gave viewers a reason to return. Purchasing also needed to happen inside the stream. Viewers who had to leave a show to find a product often did not complete the purchase, which is why Videowise's in-stream checkout kept featured products available while the host was still presenting them. After the broadcast, shoppable replays and short clips placed on product pages let shoppers who missed the show see the host's answers when they were deciding to buy.

For 2027, Videowise expects repeat viewing to matter more than reach. Paid distribution could bring viewers to a show once, so brands are expected to focus on recurring formats and familiar hosts that give audiences a reason to come back. The company also anticipates AI taking on more of the work after each broadcast. Finding the most useful moments in a long recording takes time, and tools such as Videowise's AI Moments identify those clips and prepare them for product pages. Videowise's AI Search Visibility tools go a step further, turning product explanations from live shows into Q&A content that search engines and AI assistants can reference.

Finally, Videowise expects closer scrutiny of live shopping returns. With ad spend and creator commissions added to the cost of each show, brands are likely to judge the channel on replay sales, returns, and repeat purchases over time rather than on show-day revenue alone. Brands that run shows on their own sites, with their own data, are best placed to make that assessment. Videowise, used by more than 4,000 brands, including ILIA and Skullcandy, is well-positioned to support these trends.