For decades, QVC and home shopping networks offered a way to buy from your couch with a friendly host guiding you through the sale. Now, that model is being reimagined for Gen Z and millennial shoppers. Livestream shopping apps like Tilt and Whatnot let sellers interact in real time, answer questions, and even model clothes on the spot. “It feels like FaceTime with the girls,” said vintage reseller Isabella Vrana, who regularly sells sequined tops and vintage finds through live sessions. The result is a more personal, social experience than simply clicking through an online store.

Big brands are jumping in, too. Poshmark and Amazon now host live events, while QVC has partnered with TikTok Shop to create “Q50,” a program aimed at women over 50 with hosts like stylist Stacy London and NFL star Travis Kelce’s mom, Donna. The strategy reflects a larger shift: people want interaction, not just transactions. “Social scrolling is the new channel surfing,” explained QVC’s vice president of social commerce Krystyna Taheri. By blending entertainment with shopping, livestreams turn e-commerce into an event, not just a checkout page.

The appeal spans generations. Younger shoppers love the thrill of auctions and “mystery pulls,” while older consumers say they trust hosts who look like them more than glossy fashion models. One buyer swapped a $700 designer dress for a $30 livestream find because the host was “around my age and size.” That mix of relatability, surprise, and fun is fueling rapid growth, with an estimated 49 million U.S. consumers expected to try livestream shopping this year. It’s proof that in an age of endless digital choices, shoppers still crave a human connection.

Questions: 

  1. What are some reasons why online shoppers find livestream sales appealing?

  2. Do you think more high-end fashion brands should host livestream sales? Why or why not?