OXE Marketing Team
From fashion and beauty to jewellery and food, many Thai brands now sell through live streams on Facebook, TikTok and shopping platforms. Viewers ask questions, see products up close and buy without leaving the app. But a successful live is not just pressing Go live. It is planned like a small TV show.
Choose the right platform
Go where your audience already watches. TikTok Live suits discovery and younger audiences, Facebook Live works well for established communities, and marketplace live features connect directly to product listings and checkout.
The presenter is the product's voice
Viewers buy from people they like and trust. A good presenter knows the products, speaks naturally, reads comments and keeps energy high. For many brands, working with the right presenter, influencer or on-screen talent is the single biggest factor in a live's success.
- Match the presenter's style and audience to your brand.
- Brief them on product details, offers and common questions.
- Rehearse key moments: product reveals, offers and calls to action.
Script the structure, not every word
A loose run sheet keeps the live on track while leaving room for real conversation:
- Warm-up: welcome viewers and tease what is coming.
- Hero products: show, explain and demonstrate.
- Offer moments: limited-time deals at planned intervals.
- Q&A: answer comments by name.
- Close: recap the offers and how to buy.
Production quality builds trust
You do not need a TV studio, but viewers notice poor light, bad sound and a shaky camera. A simple, reliable setup makes products look their best:
- Soft, even lighting, plus a close-up light for detail products such as jewellery.
- A dedicated microphone for the presenter.
- A stable camera and a second angle for close-ups.
- A strong, tested internet connection.
- A team member managing comments, stock and orders behind the scenes.
Promote before, follow up after
Announce the live in advance on your social channels and LINE OA, with the date, time and a teaser of the offers. Afterwards, cut highlights into short videos, follow up with customers who asked questions, and review which products and moments drove the most sales.
Design offers that reward watching live
People stay on a live stream when they expect something they cannot get later. Plan your offers before the session, and make them simple to understand in a few seconds.
- Limited quantities or time-boxed prices announced at set moments.
- Bundles that are only available during the live.
- Small gifts for the first orders, or for viewers who comment and share.
- Exclusive previews of new products before they go on general sale.
Make sure stock, pricing and checkout are ready in advance. Nothing kills momentum like a sold-out link or a discount code that does not work.
Prepare the team behind the camera
A smooth live usually has more people off-screen than on it. Assign clear roles before you start:
- Presenter: leads the show and talks to viewers.
- Producer: keeps time, cues offers and products, and watches the stream quality.
- Moderator: answers comments, pins key messages and flags good questions to the presenter.
- Order support: handles stock, payments and follow-up messages.
Measure and improve
Track peak and average viewers, comments, clicks and, above all, orders. Each live teaches you something about timing, products and presenters, so treat every session as a test you can improve on.
- Note the minute-by-minute moments when viewers and orders peaked.
- Compare days and times to find your audience's best slot.
- Keep a list of questions viewers asked, and answer them in your product pages and short videos.
- Run a regular schedule so your audience knows when to tune in.
Live commerce works best as part of a wider plan, alongside short-form video that builds awareness and a LINE OA that brings buyers back. OXE helps brands with social media campaigns, influencer and presenter sourcing, and video production for live and recorded content.
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Social Media Marketing by OXE
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Frequently asked questions
How long should a live selling session be?
Many brands run sessions of 45 to 90 minutes, which gives time for viewers to join. The right length depends on your audience and product range.
Do I need an influencer for live selling?
Not always, but an experienced presenter with an engaged audience can make a big difference, especially for new brands.
What products work best for live selling?
Products that benefit from demonstration and close-ups, such as fashion, beauty, jewellery, food and gadgets, tend to perform well.
How often should a brand go live?
A regular, predictable schedule works better than occasional big events. Many brands start with one session a week and increase frequency once they find a time slot that works.
