Livestream shopping is fun and frictionless, but are there enough consumer safeguards?

Livestream commerce has rapidly grown in popularity across Singapore, with platforms like TikTok Shop, Shopee Live and Lazada's LazLive offering real-time interactions between hosts and viewers. Adelphia Lim, a 32-year-old social media marketing agency founder, enjoys the immersive experience, often finding herself buying items she initially didn't plan to purchase due to the engaging nature of livestreams.

Pamela Goh, a 27-year-old communications executive, appreciates the immediacy of answering questions and seeing products tested or worn by hosts, as opposed to relying on static e-commerce images. For older consumers like 70-year-old homemaker Joyce Aw, livestream shopping provides a sense of community, as she interacts with both sellers and other viewers in the comments section.

The format has broad appeal, spanning age groups, and is available across major e-commerce platforms and social media channels. Despite its popularity, the rapid expansion of livestream commerce has also introduced unique challenges. Between January and August 2026, the Consumers Association of Singapore received 35 complaints related to livestream sales, up from 10 in 2024 and 12 in 2025.

These complaints often involve issues such as product quality, authenticity, misleading claims, delivery problems, and disputes over exchanges or refunds. Legal experts point out that while Singapore's existing consumer protection laws apply to livestream commerce, the real-time interactivity of these platforms creates distinct consumer risks.

Hosts can make numerous claims within minutes, and if the livestream disappears or becomes inaccessible, it becomes difficult for consumers to prove what was promised. As livestream shopping becomes a profession, regulators may need to develop targeted safeguards to address these challenges, given its unique blend of entertainment, community, and commerce.