A systematic literature review on live-streaming commerce: trends, consumer behavior, and business implications

Objectives: Objectives: Live-streaming commerce has become a major trend in the modern e-commerce ecosystem, combining interactive shopping experiences with dynamic digital marketing strategies. However, comprehensive research on key trends, consumer behavior, and the business implications of this phenomenon is still limited. The study aims to investigate and synthesize the existing literature on live-streaming commerce, identify challenges, and explore how these technologies affect marketing strategies and business competitiveness. Methods/Approach: The study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines to ensure a transparent and methodologically sound review process. Relevant literature from 2019 to 2025 was sourced from reputable academic databases, with 65 high-quality articles included for in-depth analysis. Thematic analysis was employed to categorize research findings into key areas, including consumer behavior, business implications, and technological advancements. Results: The results indicate that live-streaming commerce significantly influences consumer behavior through real-time interactions, fostering impulse buying and enhancing customer loyalty. Additionally, businesses that effectively integrate live-streaming commerce strategies gain a competitive advantage by leveraging data analytics, collaborating with credible influencers, and maintaining ethical standards. However, challenges persist, including managing consumer trust, addressing ethical concerns, and adapting to evolving market dynamics. Conclusions: This research provides valuable insights for academics and practitioners seeking to understand the potential and limitations of live-streaming commerce. It also highlights critical areas for future research, emphasizing the need for more comprehensive studies on regulatory frameworks, long-term consumer engagement, and cross-cultural influences.