'I want it now!' Fulfilling demand in the era of Live Commerce

Social media influencers and TikTok stars are driving new expectations of immediacy among ecommerce shoppers, particularly when buying the latest viral trend.

With some products available to order directly from a live stream, online retailers need to be ready for rapid dispatch and fulfilment to maximise profits across popular lines.

In this article, we look at recent trends in the influencer ecommerce space, including so-called ‘Live Commerce’ during live streams, and broader implications for online sales.

What is Live Commerce?

Live Commerce is the use of live streaming on social media platforms to sell a product, while giving viewers an opportunity to interact in the chat.[1]

This can include a variety of features, such as:

Research and Markets cites Live Commerce as a driving force behind the UK Social Commerce market, which is predicted to grow by 16.2% a year to a value of over $100 billion (£75 billion) by 2030.[2]

Seamless shopping on social media

To achieve this rapid growth rate, ecommerce brands are adopting more ways to enable seamless shopping on social media.

Primary sales on social

Social media is no longer just a promotional channel. Opportunities like TikTok Shop and Facebook Marketplace mean items can be listed for purchase directly on social networks.

Mobile-friendly payments

Integrated payment solutions suitable for shoppers on mobile devices mean there are fewer excuses for abandoned carts – something which can be reinforced with fast, flexible delivery.

Influencers and events

Social networking influencers create instant buzz for brands, but are not the only option. Brands can create excitement around their own launch events and live streams with strictly limited special offers.

Seamless shopping on social media

Research and Markets is urging businesses not to be left behind during this period of rapid change – and significant growth opportunities.

“Over the next 2-4 years, Live Commerce is set to become a mainstream retail channel in the UK. As consumer expectations evolve, brands must enhance their live shopping experiences with better production quality, influencer collaborations, and immersive technologies such as augmented reality.”

– Research and Markets, UK Social Commerce Intelligence Report 2025[3]

Let’s look in more detail at the potential offered by influencer collaborations, as well as some alternative ways to maximise revenues and profits during this era of Live Commerce.

How many followers do influencers have?

A typical influencer might have over 100,000 followers or subscribers. However, there is no fixed definition – and some larger influencers have a following of millions.

There is also value in collaborating with smaller profiles, whose followers might be highly engaged and more directly relevant to your product.

Some approximate follower counts for different tiers of influencer include:[4]

Partnering with the right nano-influencer can be rewarding. Your product or special offer is likely to get more of the influencer’s focus and you could develop a long-term collaboration.

2 in 5 brands look to nano-influencers

Research shows that nano-influencers offer relatively high rates of return on investment, leading 44% of brands to work with smaller-profile social media personalities.[5]

Studies also suggest that influencers are key to reaching younger consumers.[6] Two key findings include:

Tapping into Social Commerce

In addition to the glitz and glamour of influencer collabs and Live Stream Commerce, there are plenty of other ways to include Social Commerce in your online retail mix.

Parcels in the post

Subscription boxes are a fantastic way to delight consumers. Younger generations have embraced the ‘mystery box’ subscription model, where the exact contents of each delivery are not revealed ahead of time.

AI ecommerce assistants

Three in five UK consumers want AI-enabled features like voice search, virtual shopping assistants and augmented reality (AR) try-ons.[7] A quarter of customers already make hands-free purchases using voice control.

The Social Commerce surge

Shopping via social networks has surged in recent years. Some key statistics in this area include:[8]

As we have seen throughout our recent insights across ecommerce topics, one of the major elements in catering to this trend is your ability to fulfil orders quickly, with flexible delivery options.

Getting it there

Ultimately, ecommerce – including Live Commerce and Social Commerce – hinges on your ability to get goods to their destination efficiently.

The numbers on this are even more stark than those mentioned above:[9]

All of this highlights the importance of choosing a trusted ecommerce logistics provider with the ability to handle product warehousing and storage, order fulfilment and delivery, and fast, fair returns policies.

MRM handle products, policies and platforms

MRM can ensure you delight your customers, with warehouses in the East Midlands for fast nationwide delivery, expertise when handling returned products, and IT platforms that enable real-time reporting of stock levels, shipping costs and customer data.

To find out more about how MRM can help you cater to immediate demand during live streams and influencer collaboration events, contact our team today and book your free 15-minute fact-finding meeting.