LOS ANGELES — The cameras are on, the lights are bright, and the products are ready. In front of it all is Brielle Galekovic, a live shopping host preparing to stream a marathon session on TikTok from a brand called FlavCity.

“I started getting into live shopping when it took over the United States in 2021,” Galekovic said. “For me, live is everything. With live, there’s no real mistakes. It’s going with the flow, it’s conversational and it’s real. Nowadays, people crave real.”

What You Need To Know U.S. livestream shopping sales reached $32 billion in 2023, according to Savings.com

The market is projected to more than double to $68 billion by 2026

Hosts are an integral part of the live shopping experience

Capital One Shopping reports U.S. brick-and-mortar growth lagged behind e-commerce by 86% in 2024

Unlike traditional call-in shopping shows, today’s livestreams let viewers click, chat and purchase instantly — all without leaving the app.

“People love instant gratification, and that is exactly what you get with live shopping,” Galekovic said. “It is available to you pretty much 24/7.”

That immediacy is shifting shopping habits. Capital One Shopping found that brick-and-mortar sales growth lagged behind e-commerce by 86% last year, underscoring how quickly consumers are moving online.

For shoppers like Mia Pistilli, the appeal is simple.

“I really love live shopping because it’s so interactive,” Pistilli said. “A lot of the times when you go in stores or you’re shopping online, it’s hard to ask questions in real time, and not only that, you don’t get as good of deals.”

She isn’t alone. Savings.com reports U.S. livestream shopping sales hit $32 billion in 2023 and are projected to reach $68 billion by 2026. TikTok is leading the charge, already outpacing QVC and HSN in popularity.

Pistilli said she’s seen the shift in her own circles.

“I see a lot of my friends now sharing these lives around,” she said. “Not only that, I see them watching them and literally we have conversations like, ‘Oh, I just bought this from TikTok.’”

For Galekovic, who has built a career around live hosting, the momentum is undeniable. “Live shopping is not going anywhere,” she said. “It’s only going to continue expanding.”