Media mogul and thought leader Gary Vaynerchuck recently expressed that “Live Shopping is the biggest untapped opportunity of 2025” while Executive Vice President of Global Omnichannel at HUGO BOSS, Jan Phillipp Wintjes shared that “Live Shopping isn’t just a trend, it’s the future of fashion communication”.
These two quotes pretty much sum up the status of Video Commerce as of 2025: it is powerful, here to stay and at the brink of becoming mainstream.
This article was originally published in our 2025/2026 Manual to Video Commerce Success. Did you get your copy yet? Download it here!
While we have the basic building blocks in place, such as Live Shopping, Shoppable Video and Digital Clienteling, adoption will happen at a much faster pace this year, with smaller retailers joining the game, too. We will continue to see product innovation and interesting use cases.
Mainstream adoption
We are about 5 years into the Video Commerce revolution, and by now, there is enough accumulated knowledge on how to leverage the technology that most businesses feel empowered to enter the game, too.
With a variety of apps and companies providing great software, there is bound to be a fit for every need.
AI powered features
AI will add immense value to Video Commerce in 2025. Bambuser has already launched several AI-powered features, such as Dubbing, which translates speech to several different languages with one click, as well as Chat optimization, with an AI agent suggesting answers real-time during streams for easier support.
Creator driven expansion
Creators and influencers will enter the game at large in 2025, as Video Commerce could prove a valuable source of income for them. We already see several creators in the UK and US specializing in TikTok Shop, hosting daily streams, recommending products and educating their audiences - very much like the platform-centered Live Shopping of the Chinese market.
Social platforms entering the game
As barriers to entry lower and content creators and businesses will start asking for more ways to monetize their social media, as well as the platforms themselves keen to keep up with their Chinese counterparts, it is very possible that several of the leading social networks in the west will introduce - or for a select few, reintroduce - live shopping features directly in-app.
"Live Shopping is the biggest untapped opportunity of 2025"
Gary Vaynerchuck, Media mogul and thought leader
"Live Shopping isn’t just a trend, it’s the future of fashion communication"
Jan Phillipp Wintjes, Executive VP of Global Omnichannel, HUGO BOSS
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