Live commerce is reshaping the Food and Beverage (F&B) industry, revolutionising the way people shop and how brands connect with consumers. With its rapid growth and impact, live commerce is becoming an essential part of modern retail. Here’s what the latest insights reveal about this game-changing trend.
Key Consumer Trends in F&B Live Commerce
- Consumers spend an average of IDR 60,000 per transaction on F&B products, equivalent to the cost of a monthly video-on-demand subscription, showcasing the accessibility of live shopping.
- Nearly 50% of F&B transactions occur during the fourth week of the month, aligning with payday, which is a prime period for brands to launch targeted promotions.
- Bundle packs with a variety of sizes, flavours, or product options are top performers. Additionally, slimming and whitening products containing collagen are trending strongly among consumers.
The Impact of Live Commerce on F&B Engagement and Revenue
- The most-viewed F&B live videos attract over 40 million views, more than triple the monthly cinema audience across Indonesia, demonstrating the scale of consumer interest.
- Top live streamers generate over IDR 500 million in just 20 hours of live commerce, rivaling the advertising revenue of prime-time TV shows.
Unprecedented Merchant Growth in F&B Live Commerce
The live commerce space has seen explosive growth in the F&B sector, with more than 2,900 merchants now active. This growth is over seven times the total number of shopping malls in Indonesia, achieved in just three years, highlighting the scalability and potential of this retail channel.
These trends prove that live commerce is no longer a niche platform—it is now the cornerstone of modern F&B retail. By leveraging dynamic content, optimising promotion timing, and offering products tailored to consumer demand, brands can build deeper connections and drive substantial growth.
As the F&B industry evolves, live commerce presents unmatched opportunities for brands ready to adapt. Now is the time to embrace this transformation and lead the way in redefining how people shop for food and beverages online.
