Beauty & Wellness Briefing: Instagram livestream shopping takes off

Shop LIT’s successful livestream formats include exclusive promotions, product launch announcements and seasonal sales, said Zhang. The platform is integrated with Shopify and can be accessed via the Shopify app store to list products. Each purchase on the app is fulfilled by the individual participating brand. While the app earns revenue from affi... See more

Founded by Zhang, an early TikTok investor in 2017, Shop LIT Live received a $6 million seed round led by CRCM Ventures in April 2021. It currently has slightly under 100,000 monthly active users, over 10,000 weekly active users and “thousands” of daily active users, said Zhang. Month-to-month user numbers are growing by 40%, he said. The platform ... See more

User growth is driven by social promotions on other platforms, and it is especially useful when major public-facing influencers promote their upcoming Shop LIT livestreams on their Instagram accounts, said Zhang. The app also has a special reward center that awards “coins” to users for inviting friends to join the app, write a review or follow it o... See more

Livestream shopping is an emerging trend that combines livestreaming, a feature that can be found on a majority of social media platforms, with the ability to purchase products directly from the livestream. In this way, it provides consumers with a more engaging experience than just clicking and filling a virtual shopping cart. Livestream shop... See more