Welcome to the era of around-the-clock retail. Social media has evolved into more than a space for discovery, it’s now a fully-fledged shopping channel. From livestream shopping to time-sensitive influencer drops, the concept of the 24-hour social shopping experience is gaining momentum, driven by consumer demand for immediacy, connection, and convenience.
And it’s about to go next level: TikTok Shop is officially launching in Australia in 2025.
Why This Matters for Australian Brands & Marketers
Consumers no longer wait for the shops to open. With TikTok, Instagram, and YouTube transforming into real-time, shoppable ecosystems, brands are being challenged to create retail moments that are always on and always engaging.
Whether it’s a one-night-only livestream, a drop announced by a creator at 11PM, or an AI-powered feed that serves up personalised product recs at 2AM, shopping is now entertainment and it never sleeps.
With the arrival of TikTok Shop in Australia in 2025 (TBA), this always-on retail culture will become even more mainstream. Australian businesses will soon be able to host shoppable livestreams, launch in-app storefronts, and connect directly with consumers where they scroll most, in real time.
What’s Driving the Trend?
- Livestream Shopping is Now Mainstream
Once a niche channel, livestream shopping is booming globally, especially in beauty, fashion, and tech. With platforms like TikTok Live, Instagram Live, and YouTube, brands and creators are broadcasting product demos, unboxings, and exclusive deals in real time. According to Salsify’s “2025 Consumer Research” 35% of shoppers bought something from a live stream shopping event in the past year, the same stat was at 13% the previous year. Livestream shopping now drives ‘significantly higher engagement and conversion’ compared to static ecommerce, thanks to its interactive and entertaining format. - The Power of Urgency and FOMO
The 24-hour window taps into two psychological triggers marketers love: ‘scarcity’ and ‘urgency’. When products or deals are only available during a limited live session, consumers act faster. It also creates a sense of exclusivity, audiences feel like they’re part of something special, something fleeting. - Gen Z and Millennial Audiences Expect It
Social-native shoppers want immediacy and authenticity. Live shopping experiences appeal to younger consumers who crave interactive, humanised content and the ability to ask questions, comment, and purchase, all in one go. - Influencers Are the New Shopping Hosts
Forget infomercials, today’s TV shopping hosts are your favourite creators. Their loyal audiences trust their recommendations, and when those creators go live with product drops or exclusive codes, purchase intent soars.
Case in Point: US Company QVC’s 24/7 Shopping Channel on TikTok
In April 2025, US-based retail giant QVC has gone all-in on the 24-hour social shopping model. In August 2024, the brand launched their live shopping experience on TikTok Shop, a move that reimagines its iconic TV format for the social era. With celebrity hosts, real-time product demos, and interactive features. Since launching on the TikTok Shop, the company said more than 74,000 TikTok creators have featured QVC products on their shoppable videos and livestreams. QVC now operates an always-on 24/7 live channel designed to entertain, inform, and convert. This TikTok partnership reflects a major shift toward immersive commerce, where storytelling and shoppability go hand in hand, and where shopping is no longer a scheduled activity, but a scroll away, 24/7.
How Australian Brands Can Capitalise
- Build an Always-On Shopping Strategy
Plan beyond single campaign moments. Establish a cadence of shoppable livestreams, influencer drops, and seasonal countdown events to stay top-of-mind. - Partner with Creators for Live Moments
Choose influencers who are confident on camera and have an engaged audience. Consider gifting them exclusive discount codes or product bundles for limited-time offers. - Use the Right Platforms
TikTok Live, Instagram Live and YouTube Shopping are just a few of the growing spaces brands can activate. - Don’t Forget the Replay
While “live” moments are key, make sure the content lives on. Edit highlights into shorter clips, publish across platforms, and link directly to product pages or social storefronts. - Prioritise Engagement, Not Just Sales
Allow consumers to interact in real-time with polls, Q&As, and comments. The goal is not just conversion, but conversation.
What’s Next?
As AI continues to integrate into social platforms, we will see the rise of AI-powered shopping assistants, dynamic product feeds, and even personalised livestreams. The next evolution? Shoppable content that’s tailored to you and available 24/7.
TL;DR: The Clock is Ticking
The traditional boundaries between content and commerce are gone. TikTok Shop’s arrival in Australia this year will see a a major shift, where entertainment, trust and convenience converge to create a new retail norm. One that’s discoverable, scrollable, and most importantly, shoppable — any time, anywhere.