Twitter and TikTok also join Meta and YouTube in order to bring the same success live-streamed shopping has had globally, especially in China, to the U.S. Live streams allow merchants to sell to a wide audience, replicating the success of shopping television networks at a much lower cost. 

According to an Insider Intelligence report, the number of social e-commerce customers in the US increased by 25 percent between 2019 and 2020, reaching 80 million, and this number is expected to exceed 100 million in 2023. TikTok, which reached more than 1 billion users globally last year, continues to take steps to improve its capabilities in this area and to use the live shopping feature more effectively.  

On the other hand, Twitter made a statement about its new Live Shopping program that will allow viewers to make in-app purchases from merchants’ websites. Therefore, Twitter is becoming the latest social media giant to venture into the emerging world of live-streamed e-commerce.

It seems that with the growth of e-commerce day by day and the increase in consumerism, many companies will continue to increase their potential customer group by moving their sales to e-commerce. Brands will continue their e-commerce investments by using different applications to make their products noticed by customers and increase company awareness.