Most used platforms for live shopping in the UK 2023
According to a 2023 study, social media platforms such as Instagram and TikTok Live were the most used channels for live commerce in the United Kingdom, already embraced by nearly three-quarters of surveyed shoppers. Video streaming platforms like YouTube or Twitch ranked second, with 58 percent of respondents indicating their usage for this purpose. Marketplaces trailed next, with 26 percent of respondents, followed by sellers' livestreams and apps, respectively.