Live shopping—buying products during real-time social media streams—is becoming increasingly common for consumers, according to coverage of the trend. Multiple reports highlight how some sellers use platforms such as TikTok to market and sell products directly during live broadcasts. One frequently cited example describes a seller who claims to have generated about £100,000 in sales in a single day through TikTok. The coverage frames live shopping as a growing form of e-commerce that combines product discovery, time-bound demonstrations, and interactive communication between sellers and viewers. While the reports focus on the business opportunities for sellers, they also underscore that purchasing behaviour is shifting as audiences become more familiar with buying through social media rather than traditional retail or standalone online storefronts. Overall, the articles present live shopping as an expanding segment of digital commerce, with performance varying by seller and product, but with rapid sales potential drawing attention to how social platforms are used to drive immediate purchases.