Best Practices in Live Commerce

How to Stop Repeating the Same Mistakes in Live Commerce – It’s Time for Best Practices

Live commerce has exploded globally, but many regions are still struggling to make the most out of this powerful channel. While platforms like TikTok Shop provide a massive opportunity, many operators and brands are falling short when it comes to creating streams that are truly engaging and effective. We’ve seen it time and again: mistakes in setup, host management, and stream strategy that lead to missed opportunities for growth and ROI. Simple steps for Live Commerce Optimisation are being wasted and money is spent boosting streams that have little chance of success.

We don’t need to look too far to find proven solutions. There are a few best practices that have evolved, tried and tested in some of the most mature live commerce markets. These strategies aren’t tied to any specific region but are universal in their effectiveness. However, many brands and live commerce operators around the world continue to miss the mark, leading to host burnout, audience disengagement, and ultimately, underperforming streams.

Here’s a breakdown of some of the biggest challenges we see—and how to solve them.

1. High Host Turnover Due to Lack of Investment

Hosts are the face of your live commerce streams. They are critical to the success of the show, but many brands fail to invest in their talent beyond the basics. We’ve noticed a trend of high turnover in hosts, which is often caused by a lack of performance incentives (commissions, even small commissions), limited opportunities for skill development, and no clear pathway for career growth. When there’s no system to reward good behaviour or correct unwanted behaviour, hosts tend to move on, and the brand loses a key connection with its audience.

In many markets, hosts are not only juggling multiple tasks but are also often generalists without much experience in live commerce itself. By contrast, where live commerce is more mature, hosts are specialised in this format and have dedicated time to hone their skills and they are supported by effective moderation. They aren’t just presenting a product; they are masters of engaging, interacting, and selling live. This level of skill requires investment—whether it’s paying more upfront or incentivising performance. When brands focus on cost alone, they miss the opportunity to retain talented hosts who know how to drive results.

2. Lack of Feedback or Guidance for Hosts

Many brands fail to provide actionable feedback to their hosts, either because they don’t track the right metrics or they don’t understand how to coach their talent. Hosts are often left in the dark about their performance and are expected to figure things out on their own.

Effective live commerce requires a collaborative effort. In the best practice examples we’ve seen, hosts receive detailed guidance after every stream—not just general tips, but specifics on what worked, what didn’t, and how to improve. This feedback loop is key for maintaining quality and ensuring that every stream builds on the last. This not only improves stream performance but helps retain hosts by giving them clear ways to grow and succeed.

3. Cognitive Overload: Hosts Doing Too Much

One of the most common mistakes we see is expecting the host to do everything during a live stream. Many live commerce operators focus solely on the technical side—preparing the stream, ensuring the product is set up—but they leave the host to juggle every aspect of the broadcast.

The host often has to manage comments, answer questions, keep an eye on sales and performance stats, showcase products, and entertain the audience—all at once. This massive cognitive load is unsustainable and leads to disengagement or worse, hosts making mistakes live on air. It also impacts the audience experience—when the host is overwhelmed, they simply can’t be as engaging.

In successful live commerce streams, an effective moderator is used to support the host. They handle the technical aspects, answer questions, direct the flow of conversation, and keep an eye on performance metrics so the host can focus on doing what they do best: engaging with the audience and showcasing the products. This team-based approach not only improves the quality of the stream but also allows the host to perform at their best.

4. Repetitive and Boring Stream Formats

Another big issue we see is the cookie-cutter approach many brands take to their live streams. In an effort to keep things simple, they end up creating streams that look and feel identical—same setup, same location, same products. For the hosts, this can be boring and lead to burnout. For the audience, it’s a surefire way to lose interest.

It’s important to keep things fresh. Change up the format, try different locations (both physical and virtual), and experiment with set designs to keep both hosts and viewers engaged. A dynamic stream is more likely to keep viewers watching and increase audience interaction, which is key for driving sales. And don’t underestimate the impact on your hosts—when they’re excited by what they’re doing, that energy is contagious.

5. The Need for Specialized Tools and Technology

Another key best practice that is often overlooked is the importance of using specialized tools and technology. In markets like China, where live commerce has matured, we see brands investing in purpose-built devices that make life easier for the hosts. These devices, often resembling large tablets with enhanced functionality, help reduce the cognitive load by allowing hosts to manage the stream, engage with the audience, and monitor performance all from one place.

While hardware solutions are one option, software is proving to be an even better solution. At Stickler, we’ve developed a technology stack designed to optimise and scale live commerce more efficiently and profitably. These systems streamline the entire process, from managing audience interactions to tracking engagement and sales in real-time. The idea is simple: better tools lead to better performance. Brands shouldn’t just think about doing more hours to get better results—they need the right systems in place to make every hour more effective.

Time to Focus on More Than Growth

The reality is, whether you’re in Jakarta or South Carolina, live commerce is evolving fast, and the brands that want to succeed need to adapt just as quickly. Hosts are more than just faces on the screen—they are critical assets who need to be supported, coached, and rewarded. The old “set it and forget it” model doesn’t work anymore, and the pressure to make each stream stand out from the last is only going to grow.

Brands that invest in specialized talent at the right price point and the right tools will be the ones who come out on top. This isn’t about doing more—it’s about doing it better. From supporting hosts with real-time feedback to using purpose-built technology to reduce cognitive load, the solution is clear: live commerce needs investment in people and systems to thrive.

These best practices aren’t tied to any one market—they’re universal. It’s time to invest in your hosts, provide feedback, and create more dynamic and engaging streams. Otherwise, you’re just repeating the same mistakes, and in the fast-moving world of live commerce, that’s a costly game to play.

What do you think? Are you seeing similar challenges in your live commerce streams?

Let’s talk about how we can make live commerce more engaging for hosts and viewers alike.