The magic and mayhem of livestream shopping

October 04, 2026

Dear readers,

Have you ever swiped through TikTok only to come across a livestream seller hawking some goods, and then the next thing you know, you've emerged with something in your shopping cart that you had absolutely no intention of buying?

You wouldn't be alone. For this weekend's Big Read, CNA spoke to several avid livestream shoppers who said they got sucked into the magic of livestreams almost by accident.

Unlike with typical e-commerce, livestreams have a real-time interactivity that turns the shopping experience into a communal activity, some said.

And with hosts demonstrating products live and answering questions on the spot, many also feel more assured about the products they are buying.

But the same things that make livestreaming unique also make it risky. Hosts can make all sorts of claims, but if a dispute arises it can be tough for customers to hold them accountable as the livestreams can simply disappear or become inaccessible.

Other shoppers complained about the pressure tactics that hosts use to push viewers into buying, by claiming that items are selling out or in limited stock, which may later turn out to be untrue.

Singapore already has laws that cover e-commerce transactions, but as livestreaming gains pace, we ask whether it's time for more targeted safeguards in this sector.
Read on to find out more.

Yours faithfully,
Yasmine Yahya
Deputy Chief Editor, CNA Digital (Commentaries, Features, Lifestyle & Luxury)

Livestream shopping has become big business. It's time for laws to catch up