Published: 11 minutes ago Live commerce sales growth rose over 70% YoY, with live viewership up over 150%+. Consumers are increasingly discovering products through short videos, creators, and live selling sessions, opening new ways for brands to reach shoppers and create demand. A consumer knew what they wanted, compared their options, and then made a purchase,” TikTok Shop Singapore Fashion Lead and Seller Management Lead Leon Koh told theRetail Asia Summit 2026in Singapore. “However, today, that journey can also go the other way around, where people begin with the discovery in the content feed, making that decision, and ultimately then making that purchase,” he added. Koh said TikTok Shop brings content and commerce together, allowing consumers to discover, explore, and purchase products within the same experience.