Videowise Looks Back at the State of Live Shopping in 2026 and Ahead to 2027

NEW YORK--(BUSINESS WIRE)--Videowise, the video commerce platform used by more than 4,000 brands, today shared its view on how live shopping changed in 2026 and where it is heading in 2027. According to Videowise, the biggest change of 2026 was where brands chose to go live: more of them moved live shows onto their own sites, where they could see who watched and what ended up in the cart.

What changed in 2026

On marketplaces, by contrast, much of that data stays with the platform. Owning the show on-site, however, meant filling it too. In June, Meta announced plans to bring Live Video Ads to Instagram and expand them globally on Facebook, letting brands promote a show while it runs. Through its partnerships with Meta and Shop app, Videowise now lets a brand stream from its own site while reaching both audiences at once.

Multi-host formats also grew, with founders presenting next to the creators their brands sponsor or partner with. Videowise’s host management and commission payouts track which host drove which sales.

What makes live shopping work

In practice, viewers stay for the same reason they ask a sales assistant for help: someone who knows the product answers their question in seconds. That works best when the host actually uses the product, or better still, is a creator the audience already follows.

Just as important, buying has to happen in the same moment. Videowise’s in-stream checkout keeps the product a tap away while the host is still talking, and shoppable replays on product pages then carry those answers to shoppers who missed the stream.

What is taking shape for 2027

First, repeat viewing will matter more than reach. Paid distribution can fill a show once, but only a recognizable format brings people back.

AI will also do more of the work after the broadcast. Videowise’s AI Moments pulls the best clips from recordings, and its AI Search Visibility tools turn what hosts explain on air into Q&As that AI assistants can pick up.

Finally, the economics will get a harder look. Ads and creator commissions push brands to judge a show on replay sales and repeat purchases, and brands that own their data on-site are the ones best able to measure it.