Updated for 2026. Live streaming is now a major commerce channel — live and video commerce make up around 25% of Southeast Asia’s social commerce GMV, and in Indonesia roughly 60% of online shoppers already buy during live sessions.

The TikTok Live Stream case study analyzed over 120 channels featuring various products to understand how live streaming works across different categories on TikTok. By studying the live streams three times a day for a week, the study aimed to identify patterns and trends that could help businesses use live streaming to connect with their audiences.

Sources: State of social commerce in Southeast Asia 2026 — DigitalInAsia; TikTok Shop SEA GMV growth — DigitalInAsia.