In Asia, Word-of-Mouth Was King—Now Live Commerce Takes Center Stage
Across Asia, word-of-mouth referrals from friends and acquaintances — so-called "person-to-person marketing" — have long been at the heart of purchasing decisions. Recommendations from trusted individuals far outweighed advertising, and a culture where community connections directly drove consumer behaviour took firm root. "Who recommends it" mattered more than "what is being sold."
With the rise of smartphones and social media, this word-of-mouth network shifted from in-person to online. Information sharing in WhatsApp, Facebook, and LINE groups became the new word of mouth, and the influence of recommendations has only grown stronger. The next step forward islive commerce (live selling). Real-time selling through TikTok Shop Live, Shopee Live, Instagram Live, and similar platforms exploded in China before rapidly expanding across Southeast Asia.
TikTok Shop's live selling market in Southeast Asia grew from approximately USD 4.4 billion in 2022 to approximately USD 16.3 billion in 2023 — nearly4x growthin just one year. The purchasing pattern itself is structurally shifting from search → compare → buy to watch → connect → buy instantly.
Live Commerce in Singapore: The Three Major Platforms
In Singapore, over 80% of the population are active social media users, with the 18-35 age group driving the majority of purchases. Each major platform has its own distinct strengths.
TikTok Shop Live
The fastest-growing platform in Singapore. Major brands including Samsung Electronics Singapore have opened official stores and are running live sales in earnest. The largest category in Q1 2025 is beauty and health, with brands using TikTok influencer affiliate programmes increasing rapidly. One skincare brand reportedly achieved 3,000 viewers, over 400 orders, and a 2-hour live stream. Another brand recorded SGD 1 million in sales in its first month on TikTok Shop. Bedding and lifestyle brands such as Epitex are setting up daily live streaming operations ahead of 2026.
Shopee Live
The most established live commerce platform in Southeast Asia. Among Singapore's category-by-GMV rankings, Home & Living leads, followed by Health & Beauty. During mega sale events like 11.11 and 12.12, live viewership surges to several times the normal level. Health and beauty brand The Purest Co won Singapore Brand of the Year through a strategy centred on Shopee Live and affiliate marketing, and is widely cited as a successful live commerce model.
Instagram Live / Facebook Live
Primarily used by small and medium brands and individual sellers. Particularly strong for local food and beverage, handmade accessories, and niche products. Effective for repeat purchases by leveraging community ties with existing followers. While it lacks the immediate purchasing power of larger platforms, it is highly effective for building brand loyalty.