Buyer Actions During Live Shopping Interactions

Live shopping is a feature on social media and marketplaces that allows sellers to market products directly while interacting with buyers.

Through live shopping, prospective buyers can interact with the host to ask questions about the products being sold.

A Katadata Insight Center (KIC) survey shows that asking about product descriptions or specifications is the most frequent activity respondents undertake during live shopping sessions. 79% of respondents reported frequently or always doing so.

Next, 78% of respondents interact more frequently with the live shopping host when a product catches their eye.

Respondents also frequently interacted to ask about promotions or discounts (71%); free shipping (68%); and when a desired product was available (67%).

"Meanwhile, making small talk with the host is the least frequent activity during interaction," wrote KIC in its report titled *Consumer Behavior on Live Shopping November 2024*.

Only 33% of respondents reported frequently or always making small talk with the host during live shopping. 67% of respondents rarely or never did so.

This survey also found that the majority, or 54%, of respondents made payments before the live shopping session ended.

"The tendency to make payments while the live shopping session is still in progress is dominant among female consumers and those from Jakarta," wrote KIC.

Conversely, 46% of respondents made payments after the live shopping session ended.

KIC conducted this online survey from November 5-18, 2024, with 1,381 respondents. Respondents consisted of 62% women and 38% men.

Respondents were aged 18-44, came from various socioeconomic classes, and had shopped via live shopping in the past year.

Respondents were spread across 10 major Indonesian cities: Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Medan, Palembang, Balikpapan, Denpasar, and Makassar. Respondents consisted of 62% women and 38% men.