In the contemporary business environment, the recognition of digital commerce's pivotal role in enhancing accessibility has become widespread. The spotlight on this significance intensified notably during the COVID-19 pandemic, compelling businesses to accelerate their digital transformation initiatives. I actively contributed to this transformative journey, collaborating with numerous small and medium enterprises throughout Atlantic Canada to navigate the shifting technological landscape, particularly within the realm of digital commerce.

As businesses adapted to this dynamic landscape, I witnessed a profound paradigm shift taking place. This transformation is fundamentally reshaping the strategies through which businesses forge connections with consumers. One notable aspect of this evolution is the integration of live commerce into the retail landscape. More than just a technological advancement, it represents a vibrant fusion of innovation and empathy.

The future of Commerce is LIVE - I AM GRT.

Revolutionizing Retail with LIVE Commerce

According to a comprehensive report by Research and Reports, the e-commerce market is projected to surge to an impressive $52.06 trillion in sales by 2027, underscoring the exponential growth and profound influence of this sector.

In the expansive digital landscape where algorithms and tracking tools scrutinize every customer interaction, live commerce stands out as a strategic pivot. It facilitates genuine and meaningful connections between brands and consumers, addressing the impersonal aspects of data-driven monitoring in the business environment.

Live commerce is more than a trend; it's a key player in boosting businesses toward big sales goals. This innovative approach empowers brands to engage with consumers in real-time, cultivating a heightened sense of urgency, excitement, and personal connection. A survey by BigCommerce found that a notable 84% of consumers feel a stronger connection to a brand after watching its live videos.

Why Live Commerce Works:

  1. Real-Time Engagement: Live commerce enables brands to engage with consumers in real-time, fostering a sense of urgency and exclusivity. It captures attention but also encourages active participation, driving a more compelling and interactive brand-consumer relationship.
  2. Authenticity: The unscripted and spontaneous nature of live streams adds an authentic touch, making brands more relatable. Authenticity in live commerce helps humanize brands, making them more approachable and appealing in the eyes of the audience.
  3. Instant Feedback: The ability to listen and respond in real-time enhances the overall customer experience, making it more tailored and responsive to the dynamic needs of the audience.
  4. Community Building: Live commerce events cultivate a sense of community among viewers, fostering a shared experience and a feeling of belonging among participants.
  5. Interactive Experience: Live commerce goes beyond traditional methods by offering an interactive platform where consumers can actively participate, ask questions, and get real-time responses.

Examples of Successful Live Commerce initiatives:

  1. Nike's Sneaker Drops: Nike, a global sportswear giant, leverages live commerce events to unveil new sneaker releases on their social platforms. According to recent data, 30% of total sales would be Nike e-commerce revenue.
  2. Alibaba's Taobao Live: Alibaba's Taobao Live has transformed the shopping landscape in China, offering a diverse range of products through live streams. The platform facilitates authentic and genuine shopping experiences, fostering a connection between brands and customers. Notably, according to Alibaba Group data, Taobao Live contributed to 65% of Alibaba's total earnings in 2023.
Taobao Live contributed to 65% of Alibaba's total earnings in 2023. - I AM GRT

The Path Forward: Integrating Empathy into Live Commerce Strategies

  1. Understanding Consumer Needs: Prioritize understanding the emotions, preferences, and needs of your target audience. Tailor live commerce events to resonate with these insights.
  2. Transparent Communication: Use live streams as an opportunity for transparent communication. Address consumer concerns, share behind-the-scenes glimpses, and showcase the human side of your brand.
  3. Personalized Experiences: Leverage data analytics to personalize live commerce experiences. Recommend products based on individual preferences, purchase history, and browsing behavior.
  4. Building Trust: Trust is paramount in commerce. Establish trust by being honest, responsive, and customer-centric during live interactions. Address issues promptly and openly.

In conclusion, as technology continues to advance, the future of commerce hinges on the capacity to truly understand, connect, and resonate with consumers on a human level.

Brands that wholeheartedly adopt live commerce with empathy won't just survive in the digital realm; they will forge enduring connections that go beyond mere transactions. As we propel into the future with technology, let empathy be the guiding force, shaping a commerce landscape that is not just live but profoundly human.

What do you think of this emerging new live commerce trend? What changes are you going to make in your business to engage with this new trend? What changes are you making in your business to engage with this new trend? What would you like to achieve in your business? Please share your thoughts in the comments below. Thank you.


  1. Global E-Commerce Market Report to 2027.
  2. Stronger connection with customers - BigCommerce survey.
  3. Nike's digital commerce strategy & Nike's digital future.
  4. Taobao Live:
  5. Taobao TMall Statistics and Key Trends