Live Streaming Commerce: A Review and Research Agenda

Live streaming on social media has evolved into live streaming commerce (LSC), a subset of electronic commerce that merges real-time social interaction with digital marketing.LSC is increasingly used for enhancing customer engagement, product promotion, transaction facilitation, and improving online shopping experiences.However, LSC, as a field of study, lacks a comprehensive systematic review, highlighting a gap in understanding its development and prospective trajectories.This article aims to fill this gap by conducting a comprehensive systematic review of existing LSC studies and charting a course for its future inquiry.Utilizing the SPAR-4-SLR protocol and the TCCM framework, this study reviews relevant LSC studies from Scopus and Web of Science to reveal the key theories, contexts, characteristics, methods, and promising avenues for understanding and enriching LSC.