Live Commerce and Performance: What the 2025 Deep Learning Study Reveals

Live commerce, also known as livestream shopping, is a sales format that blends real-time video streaming with interactive eCommerce. During a session, hosts—often influencers or brand ambassadors—showcase products, respond to live viewer questions, and offer instant purchase options.

This format replicates the feel of in-store shopping, offering an immersive, real-time experience that merges entertainment with commerce.

While live commerce is already well established in many Asian markets, it’s rapidly gaining traction across Europe and the United States. But what makes a livestream truly effective? How can performance be measured against more traditional sales funnels?

A 2025 study published in Scientific Reports attempts to answer those questions using a combination of deep learning techniques and large-scale user data analysis.

The study, led by Yuanyuan Wei and Xingchen Pan, was published in Scientific Reports in May 2025. It analyzed live commerce performance using big data technologies and a backpropagation neural network (BPNN) model.

The goal was to identify the most critical factors that influence livestream effectiveness. The model assigned specific weights to various performance indicators, including:

• User engagement

• Content quality

• Promotional effectiveness

• Customer satisfaction

This multilayered analysis offered a new framework for understanding how livestreams truly perform—and what drives results.

The study uncovered several key insights:

• Ratings and reviews are the most influential factor: They not only guide future shoppers but also influence product exposure within recommendation algorithms.

• Conversion rate and ad click-through rate (CTR) come next, serving as direct indicators of performance and purchase intent.

• Viewing duration plays a smaller role: Watching a livestream for longer doesn’t necessarily lead to more purchases.

• Interactive elements and gamification help boost engagement and purchase intent—especially when tied to time-sensitive offers or incentives.

The research has practical implications for anyone running—or planning to launch—live shopping events:

• Prioritize customer reviews: Encourage positive feedback, respond to negative comments, and integrate testimonials seamlessly into the user experience.

• Run ads only if they’re tracked: Advertising should be part of a coherent funnel, with measurable outcomes and strategic placement.

• Focus on conversion-first content: Entertainment has value, but the goal is to guide the viewer toward a purchase—not just keep them watching.

One of the strongest takeaways from the study is that performance metrics are highly interdependent. Without a clear and consistent data structure, it becomes nearly impossible to pinpoint what’s driving—or holding back—your livestream results.

This is where platforms like Innex DATA can make a significant difference. Advanced tracking tools can help monitor:

• User behavior during livestreams

• The real impact of promotions and discount codes

• The link between interactions (comments, reactions, shares) and actual purchases

By connecting these data points, brands can move beyond vanity metrics and optimize their live commerce strategy with confidence.
 

Live commerce is no longer just a trendy experiment—it’s a strategic sales channel that combines content, data, and direct user interaction. The 2025 study provides strong evidence that performance in live shopping sessions depends on more than just views or aesthetics.

To turn a livestream into a high-performing sales tool, brands need to work across several dimensions:

• Strengthening social proof through reviews and ratings

• Ensuring content is optimized for conversion, not just entertainment

• Using structured data to track, analyze, and refine every element—from engagement to sales

The message is clear: livestreaming isn’t just showmanship—it’s data-driven commerce. Sellers who invest in better tracking, smarter UX, and integrated promotional strategies will be the ones turning real-time engagement into real-world revenue.