Managerial Implications of Live Commerce: A Qualitative Case Study in Denmark

Lasse Baungård Løber, Simon Svendsen

Research output: Chapter in Book/Report/Conference proceedingContribution to book/anthologyResearchpeer-review


Live commerce uses digital communication technology (e.g., social media) to enable viewers to purchase featured products on their devices while watching a livestream. The purpose of this study is to clarify the considerations and decisions that managers should reflect upon before implementing live commerce as part of their business models. Taking a qualitative approach to investigating three live commerce cases, this chapter builds a theory of the managerial implications of using live commerce as part of a company's business model. The theory consists of 10 sub-dimensions that are connected to three dimensions of live commerce: 1) strategic integration, 2) the live event in practice, and 3) host and viewer alignment. Each sub-dimension includes key considerations that companies can use as a starting point for strategic reflection and discussions prior to implementing live commerce.
Original languageEnglish
Title of host publicationHandbook of Research on Business Model Innovation Through Disruption and Digitalization
EditorsErik Stavnsager Rasmussen, Nicolaj Hannesbo Petersen
PublisherIGI global
Publication date2023
ISBN (Print)9781668448953
Publication statusPublished - 2023

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