United States Online Video Shopping Market By Type, By Product Type, By Payment Mode, By Region, Competition, Forecast & Opportunities, 2020-2030F

United States Online Video Shopping Market was valued at USD 102.12 Million in 2024 and is expected to reach USD 120.34 Million by 2030 with a CAGR of 18.98% during the forecast period. The United States Online Video Shopping market is driven by several factors, including the increasing consumer preference for interactive and engaging shopping experiences. With the rise of social media platforms, live streaming, and influencer culture, consumers are increasingly drawn to online video shopping for its convenience, real-time interaction, and entertainment value. Advancements in video technology, such as shoppable videos and augmented reality (AR) integration, enhance the online shopping experience by allowing customers to directly purchase products from videos. Also, the continued growth of e-commerce, combined with the shift toward mobile shopping and the increasing use of mobile devices, further accelerates the popularity of online video shopping, making it a key trend in modern retail.

Key Market Drivers

Rising Growth of Social Media & Influencer Culture Across the Region

The rising growth of social media and influencer culture is a major driver for the United States online video shopping market. As a part of this, according to a recent study, as of 2024, the quantity of social media users in the United States would rise continuously from 2024 to 2029, totalling an increase of 26 million users (+8.55 percent). Platforms like Instagram, TikTok, and YouTube have transformed how consumers discover products, with influencers playing a central role in shaping purchasing decisions. These influencers, who often have large, engaged followings, use video content to showcase products, demonstrate their uses, and provide personal endorsements, making shopping more interactive and authentic. This cultural shift toward social commerce is further fuelled by the rise of live-streamed events, where influencers host real-time shopping experiences, offering exclusive deals and directly linking viewers to products. Consumers are increasingly looking for more immersive, entertaining, and seamless shopping experiences, and social media provides the perfect platform for this interaction. As a result, online video shopping has become a natural extension of social media engagement, with brands leveraging influencers to reach target audiences in an organic, highly engaging manner. This trend is also encouraging more brands and retailers to invest in shoppable video content, where viewers can purchase directly from the video, enhancing convenience and driving conversion rates. The synergy between social media growth and influencer marketing continues to be a key driver in shaping the online video shopping landscape in the U.S.

Key Market Challenges

Regulatory Complexities

Regulatory complexities pose a significant challenge in the United States online video shopping market. As video shopping continues to grow, it faces increasing scrutiny from regulators, particularly in areas related to advertising, consumer protection, and data privacy. The use of influencers and user-generated content in online shopping raises concerns about transparency and truth in advertising. There are ongoing efforts to ensure that influencers clearly disclose paid partnerships and sponsored content, but inconsistencies in enforcement and varying guidelines across platforms can complicate compliance for businesses. Also, issues related to data privacy and security are critical. With video shopping relying heavily on consumer data to personalize experiences, strict regulations such as the California Consumer Privacy Act (CCPA) and the potential for more stringent federal data protection laws require businesses to adapt quickly. Companies need to ensure that consumer data is handled properly, with secure payment systems and transparent data usage policies, which can increase operational complexity. Also, some e-commerce platforms and retailers may face challenges in meeting the standards set by regulatory bodies, particularly in terms of refund policies, fair pricing, and the handling of consumer complaints. As the market continues to evolve, staying abreast of changing regulations while maintaining consumer trust and ensuring compliance remains a significant challenge for the industry.

Key Market Trends

Rise of Live Streaming Platform

The rise of live streaming platforms is a significant trend in the United States online video shopping market. As a part of this, as of October 2024, in the United States, 18% of individuals have made purchases via live stream shopping. Live streaming has become an essential tool for e-commerce, allowing brands and retailers to connect with consumers in real time, creating an interactive and immersive shopping experience. Platforms like Instagram, Facebook, and TikTok have become central hubs for live shopping events, where influencers, celebrities, and brands showcase products, answer questions, and offer exclusive deals directly to viewers. This trend is fuelled by the growing consumer preference for authentic, real-time engagement, as well as the ability to interact with hosts and other viewers during live streams. For consumers, live streaming offers a sense of urgency and excitement, often coupled with limited time offers and promotions, which can drive impulse purchases. Brands are leveraging live streaming not only for product showcases but also for building a sense of community and trust with their audience. The rise of live-streaming platforms has also led to the development of integrated e-commerce tools, where viewers can make instant purchases through clickable links within the live video. This seamless shopping experience enhances convenience and drives higher conversion rates, making live streaming an increasingly important component of the online video shopping landscape in the U.S.

Key Market Players

• Amazon.com, Inc.
• Smartzer Ltd
• Bambuser AB
• Buywith Inc.
• Clicktivated Video, Inc.
• Oveit Inc.,
• CommentSold, Inc.
• LiveSell
• GhostRetail Inc.
• Channelize.io.

Report Scope:

In this report, the United States Online Video Shopping Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

United States Online Video Shopping Market, By Type:

• Shoppable Videos
• Livestream Shopping

United States Online Video Shopping Market, By Product Type:

• Apparel & Accessories
• Health & Personal Care
• Consumer Electronics
• Others

United States Online Video Shopping Market, By Payment Mode:

• Online Payment
• Cash on Delivery

United States Online Video Shopping Market, By Region:

• South
• West
• Mid-West
• North-East

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Online Video Shopping Market.

Available Customizations:

United States Online Video Shopping Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).