Video Commerce - Global Strategic Business Report

The global market for Video Commerce was valued at US$890.1 Billion in 2024 and is projected to reach US$4.5 Trillion by 2030, growing at a CAGR of 31.2% from 2024 to 2030. This comprehensive report provides an in-depth analysis of market trends, drivers, and forecasts, helping you make informed business decisions. The report includes the most recent global tariff developments and how they impact the Video Commerce market.

Global Video Commerce Market - Key Trends & Drivers Summarized

Why Is Video Commerce Emerging as the Next Frontier of Digital Retail?

Video commerce-also known as live commerce or shoppable video-blends entertainment with digital shopping, creating an immersive, real-time purchasing experience. Platforms like TikTok Shop, YouTube Live, Amazon Live, and Instagram Shopping have ushered in a new era of consumer engagement where influencers, brand representatives, or AI-generated hosts demonstrate products, answer questions, and drive immediate conversions. With consumers spending increasing time on video-centric platforms, the confluence of social media, streaming, and e-commerce is rapidly reshaping the retail landscape.

What distinguishes video commerce is its capacity to simulate in-store product discovery through interactive visuals and real-time dialogue. This format has proven especially effective in high-conversion categories like beauty, fashion, electronics, and home decor. As consumers demand more transparency and authenticity in online purchases, live video facilitates product demos, peer reviews, and influencer endorsements in a single frame. This trend is particularly resonant with Gen Z and millennial shoppers who value real-time interaction and content-driven discovery over traditional static listings.

How Are Technologies Like AI, AR, and Interactive Features Powering Growth in Video Commerce?

The rapid advancement of enabling technologies has significantly elevated the functionality and engagement levels of video commerce. Artificial Intelligence is used to dynamically personalize product recommendations during live streams, analyze viewer sentiment through natural language processing, and automate content clipping for reusability across digital storefronts. Computer vision algorithms help identify featured products in real-time, allowing clickable overlays for instant checkout. Livestream commerce platforms are also integrating advanced analytics dashboards for hosts to monitor conversion rates, viewer retention, and comment trends during sessions.

Augmented Reality (AR) is increasingly being deployed in video commerce to enable virtual try-ons for apparel, eyewear, or cosmetics. AR mirrors embedded within livestreams allow customers to visualize product fit and finish, thereby reducing return rates and improving purchase confidence. Interactive features such as instant polls, real-time Q&A, emoji-based reactions, and gamified giveaways are improving viewer stickiness and turning passive audiences into active shoppers. Platforms are also using adaptive bitrate streaming and edge computing to ensure seamless performance even in bandwidth-constrained geographies.

Where Is Video Commerce Growing Fastest and Which Sectors Are Leading Adoption?

China continues to lead the global video commerce movement, accounting for over 40% of global sales in this segment. Platforms such as Taobao Live and Douyin (TikTok China) have institutionalized the format as a primary retail channel, with livestream shopping events regularly driving millions in revenue within hours. The rest of Asia, including South Korea, India, and Southeast Asia, is following suit with startups and regional e-commerce giants rapidly developing local equivalents. In North America and Europe, adoption is growing more steadily, particularly among D2C brands and omnichannel retailers integrating video shopping into their existing digital strategy.

High-involvement product categories such as fashion, skincare, electronics, jewelry, and food are showing the highest ROI from video commerce. Luxury and premium brands are experimenting with curated video experiences and branded livestreams to mimic boutique experiences digitally. Meanwhile, CPG and grocery retailers are using short-form videos and influencer-led campaigns to boost discoverability on platforms like Instagram Reels and YouTube Shorts. SMBs and local sellers are also finding video commerce to be a low-barrier yet high-impact tool for customer acquisition and brand storytelling.

What Trends Are Driving Sustained Expansion in the Video Commerce Market?

The growth in the video commerce market is driven by several factors, including the rise of creator-driven economies, the shift to mobile-first digital engagement, and the convergence of content, community, and commerce. Brands are moving from product-centric advertising to experience-rich selling, and video has emerged as the most engaging medium for this transition. As social platforms double down on commerce integrations, businesses are reallocating digital marketing spend toward live and interactive video formats.

Evolving consumer behavior-favoring authenticity, real-time interaction, and social proof-continues to bolster this format. Improvements in AI-based content moderation, video automation, and multilingual real-time translation are helping scale video commerce across global audiences. Strategic partnerships between tech platforms, retailers, and creators are fostering robust ecosystems where shoppable content becomes a standard touchpoint across the customer journey. With platform monetization models maturing and infrastructure becoming more democratized, video commerce is on a trajectory to become a core pillar of global e-commerce, particularly in influencer-led and mobile-dominant markets.

Scope of the Report

The report analyzes the Video Commerce market, presented in terms of market value (USD). The analysis covers the key segments and geographic regions outlined below:

• Segments: Product Category (Apparel, Personal & Beauty Care Products, Accessories, Home Products, Health Products, Food & Beverages Products, Other Products).
• Geographic Regions/Countries: World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Key Insights:

• Market Growth: Understand the significant growth trajectory of the Apparel segment, which is expected to reach US$1.5 Trillion by 2030 with a CAGR of a 34.1%. The Personal & Beauty Care Products segment is also set to grow at 33.2% CAGR over the analysis period.
• Regional Analysis: Gain insights into the U.S. market, valued at $242.5 Billion in 2024, and China, forecasted to grow at an impressive 41.0% CAGR to reach $1.2 Trillion by 2030. Discover growth trends in other key regions, including Japan, Canada, Germany, and the Asia-Pacific.

Why You Should Buy This Report:

• Detailed Market Analysis: Access a thorough analysis of the Global Video Commerce Market, covering all major geographic regions and market segments.
• Competitive Insights: Get an overview of the competitive landscape, including the market presence of major players across different geographies.
• Future Trends and Drivers: Understand the key trends and drivers shaping the future of the Global Video Commerce Market.
• Actionable Insights: Benefit from actionable insights that can help you identify new revenue opportunities and make strategic business decisions.

Key Questions Answered:

• How is the Global Video Commerce Market expected to evolve by 2030?
• What are the main drivers and restraints affecting the market?
• Which market segments will grow the most over the forecast period?
• How will market shares for different regions and segments change by 2030?
• Who are the leading players in the market, and what are their prospects?

Report Features:

• Comprehensive Market Data: Independent analysis of annual sales and market forecasts in US$ Million from 2024 to 2030.
• In-Depth Regional Analysis: Detailed insights into key markets, including the U.S., China, Japan, Canada, Europe, Asia-Pacific, Latin America, Middle East, and Africa.
• Company Profiles: Coverage of players such as Amazon Live, Bambuser, Bazarvoice, Buywith, ChannelSight and more.
• Complimentary Updates: Receive free report updates for one year to keep you informed of the latest market developments.

Some of the 39 companies featured in this Video Commerce market report include:

• Amazon Live
• Bambuser
• Bazarvoice
• Buywith
• ChannelSight
• Clicktivated
• CommentSold
• Firework
• Flip
• GhostRetail
• Giosg
• Giosg
• Instagram Shopping
• Kerv
• Livescale
• LTK
• Lyvecom
• MikMak
• MTDM (NTWRK)
• Quinn Live

This edition integrates the latest global trade and economic shifts into comprehensive market analysis. Key updates include:

• Tariff and Trade Impact: Insights into global tariff negotiations across 180+ countries, with analysis of supply chain turbulence, sourcing disruptions, and geographic realignment. Special focus on 2025 as a pivotal year for trade tensions, including updated perspectives on the Trump-era tariffs.
• Adjusted Forecasts and Analytics: Revised global and regional market forecasts through 2030, incorporating tariff effects, economic uncertainty, and structural changes in globalization. Includes historical analysis from 2015 to 2023.
• Strategic Market Dynamics: Evaluation of revised market prospects, regional outlooks, and key economic indicators such as population and urbanization trends.
• Innovation & Technology Trends: Latest developments in product and process innovation, emerging technologies, and key industry drivers shaping the competitive landscape.
• Competitive Intelligence: Updated global market share estimates for 2025 (E), competitive positioning of major players (Strong/Active/Niche/Trivial), and refined focus on leading global brands and core players.
• Expert Insight & Commentary: Strategic analysis from economists, trade experts, and domain specialists to contextualize market shifts and identify emerging opportunities.