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Live commerce is transforming how businesses engage customers and drive online sales. By combining live streaming with digital shopping, brands can showcase products, answer questions, and encourage purchases in real time.
The trend is gaining significant traction in Indonesia. According to a 2026 Jakpat survey involving 1,714 respondents, 92% watch live shopping sessions, while more than half had made a purchase through live shopping within the previous six months.
For businesses, live commerce presents opportunities beyond attracting viewers. It offers a way to build trust, influence purchasing decisions, and convert customer interest into sales.
So, what makes live commerce increasingly popular, and how can businesses capitalize on this growing trend?
Also Read: Turning Chats into Transactions with WhatsApp Commerce
What Is Live Commerce?
Live commerce is an online selling method that combines live video streaming, real-time customer interaction, and digital transactions. It allows businesses to demonstrate products, answer questions, and guide customers toward purchases during or after a live session.
Unlike traditional e-commerce, which primarily relies on product images and written descriptions, live commerce creates a more interactive shopping experience.
For example, a skincare brand can host a live stream to demonstrate product textures, explain ingredients, and answer questions about suitability before customers decide to purchase.
This combination of product education, entertainment, and shopping makes live commerce a valuable channel for engaging potential buyers.
Why Is Live Commerce Growing in Indonesia?
The rise of live commerce reflects changing consumer behavior, particularly the growing influence of video content on product discovery and purchasing decisions.
According to the e-Conomy SEA 2025 report by Google, Temasek, and Bain & Company, Indonesia's video commerce transaction volume grew 90% year over year, reaching 2.6 billion transactions.
This figure represents the broader video commerce ecosystem, rather than live streaming transactions alone.
Meanwhile, Jakpat's July 2026 survey identified three major reasons consumers shop through live streaming:
- 71% are attracted by promotions and discounts.
- 66% consider lower prices an important factor.
- 65% value the ability to ask sellers questions directly.
These findings suggest that competitive pricing is not the only driver of live shopping adoption. Direct interaction and access to product information also influence purchasing decisions.
For businesses, the opportunity lies in combining entertainment, product education, and a convenient shopping experience within a single channel.
5 Live Commerce Opportunities for Businesses
Live commerce offers several opportunities to strengthen customer engagement and support sales growth.
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Reach a Wider Audience
Live commerce helps businesses introduce their products to potential customers who may not already be familiar with their brands.
Platforms such as TikTok Live and Shopee Live allow sellers to reach audiences through interactive video content.
Collaborating with relevant creators or affiliates can further expand brand exposure by connecting products with communities that share similar interests.
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Build Customer Trust
One of the biggest challenges in online shopping is that customers cannot physically examine products before purchasing.
Live streaming helps address this limitation by allowing businesses to demonstrate product details, materials, sizes, and features in real time.
Customers can also ask questions and receive immediate responses. This interaction helps reduce uncertainty and gives potential buyers greater confidence in their purchasing decisions.
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Encourage Faster Purchase Decisions
Live commerce brings product discovery, evaluation, and purchasing closer together.
During a live session, sellers can demonstrate products, explain their benefits, and communicate available promotions.
Once customers receive the information they need, they can proceed to checkout without spending as much time researching elsewhere.
However, successful conversions still depend on product relevance, attractive offers, and a convenient checkout experience.
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Gain Real-Time Customer Insights
Live commerce also provides businesses with direct feedback from potential buyers.
Questions about pricing, product availability, specifications, and usage can reveal what customers consider important before purchasing.
Businesses can use these insights to improve product descriptions, address common concerns, refine promotional messaging, and develop future marketing strategies.
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Encourage Repeat Purchases
Regular live shopping sessions can help businesses maintain relationships with existing customers.
Brands can introduce new collections, provide product tutorials, or offer exclusive bundles to returning buyers.
Combined with consistent product quality and reliable customer service, these interactions can encourage repeat purchases and strengthen customer loyalty.
Which Businesses Can Benefit from Live Commerce?
An effective live commerce strategy combines the right products, interactive content, operational readiness, convenient checkout, and transaction-based performance measurement.
Here are five practical steps businesses can implement.
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Choose the Right Products
Prioritize products with strong visual appeal, unique features, or benefits that are easier to communicate through demonstrations.
Start with a focused selection of best-selling or high-potential products instead of showcasing too many items in one session.
This helps keep the presentation engaging and makes product information easier for viewers to understand.
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Prioritize Interaction Over Promotion
Live commerce should create conversations rather than function as a one-way sales presentation.
Encourage viewers to ask questions, participate in demonstrations, and compare product options.
Keep product descriptions, pricing, and promotional terms accurate and transparent to help customers make informed purchasing decisions.
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Prepare Inventory and Operations
A successful live shopping session can generate a sudden increase in orders.
Businesses should prepare sufficient inventory, establish a clear order management process, and ensure customer support is available when needed.
Operational readiness helps businesses manage demand while maintaining a consistent customer experience.
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Simplify Checkout and Payments
Attracting viewers does not automatically translate into completed sales.
Complicated ordering instructions, limited payment options, and delayed payment confirmation can create friction during checkout.
Businesses should therefore provide a clear and convenient path from product selection to payment.
For marketplace-based live shopping, sellers should follow the platform's checkout requirements.
Meanwhile, businesses accepting orders through their websites, WhatsApp, or other owned channels can consider using a payment gateway or payment links to simplify transactions.
For example, a customer who discovers a product during a live stream may contact the seller through WhatsApp to confirm an order. The business can then send a digital invoice with a payment link to complete the transaction.
A structured payment process also helps businesses verify transaction statuses without relying solely on screenshots or manual confirmations.
Also Read: Increase Sales Revenue for Online Stores Using Payment Gateway
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Measure Performance Beyond Viewer Counts
High viewer numbers do not necessarily indicate successful live commerce performance.
Businesses should evaluate metrics across the entire purchasing journey, including:
- Click-Through Rate (CTR): The percentage of viewers who click product or ordering links.
- Conversion Rate: The percentage of visitors or prospective customers who place orders.
- Payment Completion Rate: The percentage of created orders that are successfully paid.
- Average Order Value (AOV): The average monetary value of each order.
- Return on Investment (ROI): The return generated relative to campaign costs.
From a payment operations perspective, orders placed and payments completed are two different indicators.
A live session may generate significant purchase interest, but unresolved payments can prevent orders from turning into realized sales.
Tracking both metrics helps businesses identify whether challenges arise from content performance, ordering processes, or payment completion.
Can a Payment Gateway Automate Payment Reconciliation?
A payment gateway can support automated payment matching through transaction identifiers, payment notifications, reporting, and system integrations.
However, the level of automation depends on the provider's capabilities and the merchant's accounting infrastructure. Final verification of financial records may still be necessary.
How Can Faspay Simplify Payment Reconciliation?
In live commerce, the customer journey does not end when viewers decide to buy. Businesses also need a reliable payment process to help turn purchasing intent into completed transactions.
Faspay is a digital payment solutions provider in Indonesia that helps businesses accept and manage transactions through various payment methods.
Through Faspay Business, businesses operating websites or applications can integrate a payment gateway that supports virtual accounts, e-wallets, QRIS, credit cards, and other payment channels.
Meanwhile, Faspay Billing enables businesses to create digital invoices and payment links that can be shared through WhatsApp, email, or other communication channels.
These solutions can support businesses that generate orders through live streaming and complete payments through their own sales channels, subject to the relevant platform's policies.
By providing multiple payment options and centralized transaction monitoring, Faspay helps businesses manage the payment stage more efficiently.
Frequently Asked Questions About Live Commerce
What Is the Difference Between Live Commerce and E-Commerce?
E-commerce refers to buying and selling products or services electronically, while live commerce is a form of online selling that uses live streaming to demonstrate products, engage viewers, and encourage purchases.
Is Live Commerce Suitable for Small Businesses?
Yes. Small and medium-sized businesses (SMEs) can use live commerce to showcase products and engage directly with potential customers without investing in complex production equipment. A smartphone, stable internet connection, and clear product presentation can be sufficient to get started.
How Can Businesses Increase Live Commerce Sales?
Businesses can improve live commerce sales by selecting relevant products, creating engaging demonstrations, responding to customer questions, offering transparent pricing, and simplifying checkout. Success should be measured through completed orders and payments rather than viewer counts alone.
Conclusion
Live commerce creates new opportunities for businesses to combine product promotion, customer engagement, and online sales within a more interactive shopping experience.
However, successful live commerce requires more than attracting viewers. Businesses must also provide clear ordering processes and convenient payment options to help turn customer interest into completed transactions.
With digital payment solutions from Faspay, businesses can simplify payment acceptance through websites, applications, and payment links for chat-based transactions.
Register now at Faspay and get the best Payment Gateway solution that is secure, fast, and reliable for your business!
