Ecommerce / news
Livestream Shopping Evolves Into Core Retail Channel in Southeast Asia
Livestream commerce has evolved from a marketing experiment into a distinct retail channel in Southeast Asia, with brands building dedicated teams and creator partnerships to drive long-term sales.
Livestream shopping is cementing its role as a core retail channel across Southeast Asia, moving beyond short-term marketing campaigns to become a sustained sales function. Short-form video has become the primary medium for product discovery, pushing brands to invest in specialized operations.
According to Derek Keswakaroon, a partner at Bain & Company, the biggest challenge now lies in execution rather than consumer awareness. He noted that livestream commerce has matured into a separate channel with its own operating model and capabilities.
Brands are now focusing on building capabilities across content production, creator partnerships, livestream operations, payment integration, and performance management. Success depends on integrating these elements into a long-term business function rather than treating livestreaming as a one-off marketing stunt.
The shift reflects a broader trend in Southeast Asia's retail landscape, where interactive, real-time shopping experiences are driving customer engagement and sales. Companies that have not yet developed livestream capabilities are already falling behind.