New trends in online commerce: social networks and live stream sales as a strategic tool for growth

Online commerce is entering a new stage of development that is transforming the way businesses reach their customers. While in recent years the focus has been on online store optimization, digital advertising, and automation, today the focus is shifting to more immediate and interactive forms of communication. The strongest growth is seen in sales through social networks, as well as the so-called. „"live commerce"“ – real-time trading via live video, where the product presentation and purchase occur simultaneously.

The global context – from Asia to the world

This type of sales is emerging in Asia, mainly in China, where leading platforms such as Taobao, Douyin (an alternative version of the other Chinese app TikTok) and JD have targeted the model towards mass markets. Data from McKinsey & Company show that live sales now represent around 10% of all online sales in the country. In Europe, the trend is taking off more slowly but steadily, supported by the TikTok Shop campaign, expanded commerce capabilities on Instagram, and the first attempts at Amazon Live. Market analyses suggest that social commerce could reach between 1 and $1.2 trillion globally in the next three years, making it a major growth factor.

The new reality for Bulgarian business

For Bulgarian businesses, this development means new opportunities. Live sales allow building trust through natural communication and product demonstrations without pre-processed videos. The customer sees real use, asks questions and receives quick answers. This enhances the sense of transparency, which is critical in online shopping. At the same time, social commerce removes some of the steps in the consumer journey – for example, the need to leave the platform to complete the order. Commerce becomes part of the daily digital habit.

Successful examples from the international market show that companies that invest in trained live sales presenters, well-structured product demonstrations and integration of fast payment methods achieve significantly higher returns than traditional advertising. This is especially evident for brands in cosmetics, fashion and consumer electronics. For Bulgarian companies, the biggest challenge remains consistency – live sales require planning, regularity and content that engages the audience, not just shows a product.

However, the local market is in a favorable position. Bulgarian consumers are active on social networks, and the younger generations are already accustomed to the format of short videos, improvised reviews and personalized communication. This allows businesses to use the model not only for local sales, but also to enter new markets in the region, especially through platforms that facilitate cross-border logistics and payments.

Balkan eCommerce Summit 2026 – where vision meets practice

The Balkan eCommerce Summit, the leading e-commerce forum in the region, bringing together companies, experts and partners from Eastern Europe, will take place in April 2026. This year's edition will take place on April 28-29, 2026 at the Inter Expo Center in Sofia and will be themed "Your Next Market", highlighting the need for regional cooperation and practical preparation for entering new markets.

Among the first announced speakers are:

• Jesper Tubbøll from LEGO Group, who works in the field of operational innovation;
• Andy Jarvis, known for analyzing marketing trends
• Barbara Slade Yagodich, expert in brand visibility in a digital environment
• Lenard Adanov, organizational systems specialist
• Harry Olavinsilta, a strategist with experience in building brands using data

Each of them contributes a specific perspective on the future of e-commerce, emphasizing the integration between technology, content, and user experience.

What to expect from participants

The forum will offer a large-scale and extremely practical program:

• 4 stages with over 60 international speakers
• Area for pre-organized B2B meetings
• Expanded expo area with leading companies in eCommerce and digital marketing
• Mobile networking app, chill-out area and VIP spaces
• The iconic Balkan Party – for informal creation of partnerships

Tickets and more information about the event are available here:

RTIK is a partner of Balkan eCommerce Summit for another year, as the event provides valuable practices, contacts and opportunities for digital transformation of local businesses. In the context of rapidly developing social commerce and live sales, companies that adapt strategies in a timely manner, build a strong digital identity and create content in dialogue with the customer will be more competitive on the regional and international market - an opportunity that Bulgarian businesses should not miss.