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For how these terms come together in a real session, see live commerce metrics in Malaysia, model your own session numbers with the live commerce ROI calculator, and for the service itself see live commerce.
Resource · Live Commerce
Plain-English definitions of the live commerce and session-economics terms used across our Shopee Live, TikTok Shop LIVE and Lazada Live content.
Last updated: July 2026
Quick answer: This glossary defines the 18 terms used across our live commerce content, from the category noun (live commerce) to session-economics figures (session GMV, watch-to-buy rate, contribution margin) — each marked up as a DefinedTerm so AI systems can cite the definitions directly. There is no single published Malaysia-market benchmark for watch-to-buy or PCV yet, and this page states that rather than guessing one.
Selling products directly through a live video broadcast on a marketplace or social platform — Shopee Live, TikTok Shop LIVE and Lazada Live are the three the term covers in Malaysia — where viewers can purchase without leaving the stream.
The practitioner-side verb for running a live commerce session: hosting, presenting products, and driving purchases in real time, as distinct from the category noun "live commerce" itself.
A synonym for live commerce, used interchangeably in search and by AI assistants — the same broadcast-and-buy mechanism, no distinction in meaning from the primary term.
Shopee's native live-streaming feature, letting sellers broadcast directly inside the Shopee app to an audience already in shopping mode, with in-stream product cards, vouchers and checkout.
TikTok's live commerce feature, integrating TikTok Shop's product catalogue into a creator or brand livestream, reaching viewers through TikTok's algorithmic For You feed rather than an existing storefront visit. Shortened to TikTok LIVE after first mention.
Lazada's live-streaming and interactive commerce feature, carrying its own voucher and campaign tooling — the least contested of the three major Malaysian live commerce platforms among agencies in this market.
Gross Merchandise Value transacted during a single live session — the headline number most platform dashboards lead with, but one that says nothing about profitability once returns, commission and production cost are counted.
The percentage of session viewers who go on to purchase during that session, calculated as (buyers ÷ total or peak viewers) × 100 — a core live commerce conversion metric with no single published Malaysia-market benchmark yet.
The percentage of session viewers who add a featured product to cart during the stream, calculated as (add-to-cart actions ÷ viewers) × 100 — an earlier-funnel signal than watch-to-buy, useful for diagnosing where a session is losing buyers.
The highest number of viewers watching a session at any single moment, as distinct from total or cumulative session viewers — the metric most platform "reach" figures are actually built from.
The planned sequence of products, pricing, vouchers and talking points for a live session, built and timed before broadcast — the operational document that turns a stream into a scheduled retail event rather than an improvised one.
The in-stream, tappable product tile a platform overlays on a live broadcast, showing price, voucher and an add-to-cart or buy-now action without the viewer leaving the stream.
A time-limited discount code released mid-session to create urgency and pull viewers who are on the fence toward an immediate purchase — a core lever in live session sequencing, distinct from a standing storefront discount.
Two or more hosts running a session together, either to split product-and-audience-engagement duties or to combine each host's existing follower base into a single session's reach.
A live session run by an independent creator or affiliate promoting a seller's products for a commission on resulting sales, rather than a session run by the seller's own or agency-supplied host.
Session GMV minus platform commission, returns, host fee, production cost and paid amplification spend, expressed as a percentage of GMV or a currency figure — the number this site reports against instead of leading on GMV.
Session revenue recalculated after subtracting expected or actual returns and cancellations, since live commerce categories with impulse-driven purchases typically carry a higher return rate than a considered-purchase category.
The percentage of a specific product's available session-allocated stock that actually sold during the broadcast, calculated as (units sold ÷ units allocated to the session) × 100 — used to judge inventory sequencing decisions after the fact.
For how these terms come together in a real session, see live commerce metrics in Malaysia, model your own session numbers with the live commerce ROI calculator, and for the service itself see live commerce.
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