Digital Marketing

Impacts of Live Selling This 2023

5 minute read | January 13, 2023 Share Share

The COVID-19 pandemic has had a profound impact on the retail industry in the Philippines, with many physical stores closed and consumers encouraged to stay at home as much as possible. In response, online shopping and live selling have exploded in popularity as more and more Filipinos turn to the internet for their shopping needs.


History of Live Selling in the Philippines


Live selling in the Philippines can be traced back to when Facebook Live was first introduced. Social media platforms like Facebook and Instagram allowed individuals to easily create live videos and reach a large audience. For some, it was an opportunity to upscale their business by selling it live. However, it was the pandemic that really drove most businesses and entrepreneurs to innovatively use Facebook Live as a platform for selling their products and made live selling as relevant as it is today.


Live selling is the practice of selling products through live-streaming platforms. This approach has gained widespread popularity in the Philippines in recent years due to its ability to reach a large audience quickly and efficiently. 


One of the primary drivers of this trend has been the need for social distancing and the limitations on in-person shopping that have been put in place to contain the spread of COVID-19. With many physical stores closed or operating at reduced capacity, live selling has emerged as a convenient and safe alternative for consumers. This shift was especially beneficial for small businesses and entrepreneurs, who were able to continue operating and reaching customers through live selling even as their physical storefronts were closed.


Impacts of Live Selling this Year


As the popularity of live selling grew, so did the number of platforms that supported it. This includes live streaming platforms such as Shopee Live, Lazada Live, Shop Kumu, and now TikTok Live Shopping, which were designed specifically for e-commerce. These platforms enabled more people to participate in live selling, whether as sellers or buyers, and created a more convenient and efficient way for small businesses to reach customers.


One of the major impacts of live selling in the Philippines is its ability to help small and medium businesses. The traditional e-commerce platforms often require a lot of investment, but live selling allows even small business owners to participate in e-commerce with lower costs and gives the ability for businesses to connect with customers in real-time, allowing customers to see and hear product features, get answers to any question immediately, and provide a more detailed description of a product. This allows for a more personal and convenient shopping experience, which can help to build trust and increase the chances of a sale. In addition, live selling often includes interactive elements like games and giveaways, making the shopping experience more engaging and fun for customers.


Moreover, live selling allows businesses to reach a wider audience. With traditional e-commerce, customers would have to travel to a physical store to purchase products. With live selling, customers can buy products from anywhere, as long as they have an internet connection. This allows businesses to expand their reach and attract customers outside their local area.


However, live selling also has some limitations, like the requirement of a reliable internet connection, and some sellers have reported technical difficulties in their live selling sessions. Live selling can also be time-consuming, requiring businesses to be constantly active and engaging with their customers.




Live selling in the Philippines has been a rapidly growing trend in e-commerce and has had a significant impact on the country's economy and consumers. It has allowed small and medium businesses to participate in e-commerce more efficiently and has made the shopping experience more engaging and fun for customers. Despite some limitations, it is clear that live selling is an innovative and cost-effective way for businesses to promote their products, and it is likely to continue to shape the e-commerce landscape in the Philippines in the future.

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