Live Video Shopping: The Next Frontier in Consumer Electronics Retail

At Channel Summit META, Alex von Harsdorf, Co-Founder and CEO of Livebuy, delivered a compelling keynote that spotlighted one of the most transformative trends shaping global retail: Live Video Shopping. This isn’t just teleshopping rebranded. It’s real-time, interactive, community-driven commerce made for the smartphone era. And as Alex made clear, it’s poised for rapid growth in the Middle East.

Blending Emotion and Action

Live Video Shopping brings the emotion of in-store discovery into the online world — combining entertainment, engagement, and instant purchasing. According to Alex, it transforms what was once a passive experience (like browsing a static website or traditional e-commerce platform) into an active, engaging moment of connection between brand and consumer.

Viewers aren’t just watching; they’re commenting, entering raffles, asking questions, and — critically — buying in the moment, thanks to seamless integrated payment systems.

Why It Matters for Brands & Retailers

Live Video Shopping is tailor-made for impulse and inspiration-driven purchases. It’s perfect for product categories with a “wow factor” — tech accessories, lifestyle gadgets, smart home devices — and for brands that want to build loyal communities, not just one-off transactions.

Alex stressed that for consumer electronics brands in the Middle East, this format offers a new way to:

• Educate customers on complex products

• Create emotional connections with buyers

• Drive high-conversion engagement without relying solely on traditional advertising

And for retailers? It means new revenue streams, deeper product storytelling, and a chance to meet consumers right where they are: on their phones.

What Works in the Middle East

While TikTok Shop and other global platforms are catching on in the region, Alex believes the real opportunity lies in building a regional community, tapping into the trust that local influencers and brands already enjoy.

In short: live video shopping isn’t just a trend — it’s a movement. And it’s one that Middle East retailers and brands are perfectly positioned to ride.