THE RISE OF LIVE COMMERCE: HOW SOCIAL MEDIA LIVESTREAMING IS TRANSFORMING ONLINE BUSINESS MODELS
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Abstract
Live commerce, the integration of live streaming into e-commerce platforms, has rapidly emerged as a transformative force reshaping online business models. This study aims to systematically synthesize the current literature on live commerce, identifying key mechanisms that drive consumer engagement and examining strategic implications for digital businesses. Utilizing a systematic literature review methodology aligned with PRISMA guidelines, the research analyzed peer-reviewed studies from 2020 to 2024 focusing on live commerce across various platforms and regions. The findings reveal that live commerce fundamentally alters the consumer journey by merging real-time interaction, emotional engagement, and immediate purchasing functionalities. Critical success factors include emotional contagion through influencer engagement, heightened interactivity, the creation of urgency, and platform-specific strategies tailored to different user behaviors. Managerial implications emphasize the need for holistic integration of live commerce into digital transformation strategies, supported by agile content creation, community building, and real-time analytics. Despite the opportunities presented, the review also identifies limitations such as geographical research concentration and the need for longitudinal and ethical investigations. The study concludes that live commerce is not merely an adjunct to e-commerce but a catalyst for broader shifts toward experiential, community-driven, and highly interactive digital retail environments.
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