How to Make Money Live Selling Online in the Philippines

Last Updated – Nov 21, 2023 @ 7:27 am

Do you remember watching Home Shopping Network on late nights and being so enamored that you can’t switch channels?

Live selling shows make you want to buy impossibly sharp vegetable slicers, kitchenware sets, or exercise equipment – products that sound too good to be true. 

In many ways, video has proven itself as an effective strategy for selling products online. This pandemic, online live selling has revolutionized the way Filipinos buy things. 

Live selling can be dubbed as “Home Shopping Network on steroids.” In the Philippines, netizens simply go online to watch live selling sessions and comment “mine” on the items they want to buy.

Live selling has become so popular in the country that we now have the second-highest growth1 in the monetary value of goods sold through this method.

Jewelry, bags, shoes, clothes, sports equipment, food, underwear – you name it, there is a live seller specializing in that niche.

Considering some sellers make a whopping 7-digit income per month, it’s no wonder why a lot of Filipinos want to try their luck in this business idea as well. Many live sellers have even become viral such as Daisy Lopez, popularly known as “Madam Inutz.”2

Unfortunately, competition is tough in live selling. If you want to try it out, we’ve compiled some of the best techniques and strategies you can apply to stand out.

What is Live Selling?

Live selling takes advantage of video streaming technology to connect merchants to shoppers. This practice involves sellers and retailers showcasing their products to customers and patrons and highlighting how it works, and how much it costs. 

Live selling retailers generate buzz around their product and create demand and trust by ensuring their engaging personality and the quality of their items come through during their broadcast. In the Philippines, the usual method used by sellers is this:

  1. Show a product
  2. Assign a code for it
  3. Reveal the price

For example, if someone is selling a yellow dress, the seller can say the item code is “Yellow,” and it is priced at “Php300.”

Customers, also called “miners” can then comment “yellow mine” on the live, and then message their order details to the seller after the stream has ended.  

Why Live Selling Works in the Philippines?

Selling through video has been going on for decades, and it’s not showing signs of stopping anytime soon.

Around 80 percent of consumers prefer watching live videos over reading blogs, and because of this, the live streaming market has exponentially grown to 130% since 2016, amounting to $70 billion worldwide.

Although live selling channels and techniques have changed through the decades, their essence remains the same.

But why is this the case? What makes live selling so popular?


Nowadays, everyone is hooked on their phones. With the accessibility of fast internet and smartphones, people can participate in online live selling in just a few clicks. 


Have nothing to do? Watching live selling can also be a form of entertainment.

A lot of sellers use their big personalities to their advantage to draw in a huge crowd.


Selling online involves many steps. You have to take a photo, upload it, write a caption for it, and wait for consumers to see it.

Live selling integrates most of these steps so it is less of a hassle for consumers and sellers alike.


Products sold through live selling allow customers to see the product used in real-time.

This genuine product presentation is a hit among customers because it answers questions they may have about the product.

Easy to reach audience

In Facebook Live alone, live streaming engagement is 6 times higher compared to pre-recorded videos.

Depending on the channel live sellers use, it is easy to build an audience and community of like-minded customers. 

New channel to showcase products

Instead of setting up events, or letting your products gather dust in your physical stores, showcasing your products through live selling will allow your customers to see them in a new light. 


Thanks to technology, live selling is very cost-effective for sellers. This allows them to gain more profit. 

Pros & Cons of Live Selling in the Philippines

Here are the advantages and disadvantages of live selling. 


No geographical limit

Selling online enables brands to increase their reach without much effort. When you switch to live selling, there will be no limit as to how many people can view your live stream.

The larger your audience will become, the more chances you will have to convert these people into paying customers.

Notifications can be enabled

One of the features of streaming services such as Facebook Live is it notifies your customers whenever you have a livestream.

When people follow your page, they will know whether there is a live coming up, or you have a new item on sale. Therefore, they can set aside time to watch your live selling stream.

It has more audience

Facebook Live, among other platforms, is putting live video at the forefront of their features. Because of this, your live content can get more exposure.

Live streaming does not only increase your reach but also the viewing time of each audience member.

You can demonstrate

Demonstrating is such an important marketing strategy. Through live selling, you can show potential customers how your items can be used, and how they can add value to their lives. 

This is more useful compared to simple product descriptions with accompanying pictures. Live selling also enables your customers to ask questions about the products on the spot.  

It is interactive

Streaming services are designed to foster interactivity among viewers. This is the next best thing to seeing the products live in physical stores.

More than that, buyers also have more trust in live videos because the products cannot be edited or photoshopped. 

Videos can be accessed again

Live selling does not only cater to live viewers. Even customers who missed your live can watch your former videos and buy products that have not been sold.

Your live content can even be repurposed. 

It fosters a sense of urgency

Compared to other forms of content, live streaming fosters fear of missing out or FOMO among audiences.

People will be more motivated to buy immediately because the item may not be there in a few seconds or minutes and they don’t want to miss out on it. 

It gives you freedom

When it comes to live selling, sellers can enjoy more freedom.

You can go live for 15 minutes or 2 hours. Your strategy can be very commercial, or it can be educational. The sky’s the limit. 

It allows you to save money

One of the best benefits of live selling is it is free. Home-based entrepreneurs and startups can use this strategy to gain more profit.

If you want to take the extra mile, you can just invest in a tripod, lighting, and a microphone. Of course, it is still possible to livestream even when you don’t have these things. 


You may experience technical issues

In recent years, live streaming has truly come so far. However, that doesn’t mean it is perfect. You are bound to run into glitches that may sauce warped sounds, blurry videos, or lagging.

This may cause you to lose viewers.

It’s not for everyone

Live selling can only be effective for people who know how it works. You may face some obstacles as you are filming your live video such as accidentally dropping your phone, or even fumbling over your words.

When it comes to live selling, a lot of sellers get pressured because it seems there should be no room for mistakes. 

It doesn’t offer privacy for buyers

When it comes to live selling, the only way buyers can communicate with the seller is through the chat function. Unless your customers message you privately, everyone else will see their comment as well.

This may be a deal breaker for customers who want to buy expensive items such as jewelry, and other sensitive items.

It can be censored

Live selling can be subject to censorship. If someone reports your video or says it violated community standards, it could immediately be stopped. 

Not all sellers have the time to hold a live session

Each day, entrepreneurs are bombarded with so many things to do. If their schedules are always full, it’s hard to schedule and do a livestream.

Aside from that, it can also be hard to know the time when your target audience is online. 

It can have low engagement

While live selling can truly increase your audience, it can also be notorious for low or lack of engagement.

This is common for newbies who do not know how to deliver an awesome live stream experience yet.

Best Platforms for Live Selling & Shopping in the Philippines

In many ways, live selling is truly the future of e-commerce. However, most of your live selling experience will be dictated by the platform you choose.

Here are some of the best live selling and shopping platforms you can use in the Philippines. 

1. Facebook Live

With thousands of success stories, Facebook Live is the most popular live streaming platform in the country.

This is no surprise considering there are 73.15 million Facebook users in the Philippines1. Because most Filipinos are active on this social media platform, it’s easy to target audiences and build a loyal customer base.  

How to go live on Facebook

Going live on Facebook is very easy. You can broadcast to your profile, group, or page. To go live on Facebook using your phone, simply open your Facebook app or the Creator Studio app. 

Facebook app

Go to the profile, group, or page where you want to go live. Then, tap the live button at the end of the post composer.

From there, you can add a description to your video and tag customers and friends. You can also check in to a location, and add an activity or feeling. Finally, click “Start Live Video” to start.

Creator Studio app

Open the app and click the pen and paper icon located in the top right corner of the Posts or Home tab. Then, select the “live” option.

Add a description, tag friends, check in to a location and add a feeling or activity. Then, you’re finally ready to start your live video.  

2. Shopee Live

Shopee Live is a great opportunity for sellers to add a personal touch to their products. Because Shopee is seen as a reliable shopping app, you can back ride on its credibility and be seen by customers as a trusted business. 

How to setup Shopee Live

To set up Shopee live, you must first become a seller on Shopee. From your Shopee app, head over to “Me,” then go to “Live streaming,” and click “Create Stream.” 

Then, insert a “cover image,” and fill up the optional “title description” and “related products.” From here, click “Next,” and “Go Live.” Now, you’re ready to start streaming.

3. LazLive (Lazada)

This is the streaming arm of Lazada. With Lazada Live, sellers can showcase their products to people who might want to buy it. They can also give special deals during the live video.

How to go live on Lazada:

To start your Livestream through the Seller Center App, click the Livestream icon found within the Tools section. Once there, select the “Schedule Live” option.

This will allow you to fill in essential information and adjust various settings to customize your Livestream as needed. When you’re fully prepared and ready to launch your Livestream, simply tap the “Go Live” button.

4. Instagram Live

Instagram Live is a feature on Instagram that enables users, including sellers, to broadcast live video content to their followers in real time.

Unlike other apps that focus on selling, this livestream tool does best in helping businesses engage with their audience by sharing live updates, hosting Q&A sessions, showcasing products, or offering a behind-the-scenes look into their daily activities.

How to go live on Instagram:

Swipe right from anywhere in your feed. Once you’ve done that, select the “Live” option located at the bottom.

Instagram gives you the option to add a title to your live before you start. When you’re ready, click the “Go Live” button at the bottom.

5. TikTok Live

This is an interactive feature on TikTok that enables content creators to engage with their followers in real-time while also boosting their earnings. Through TikTok Live, followers can send comments and virtual gifts to show their support. These gifts can be converted into real income for creators.

For businesses using TikTok Shops, live streams serve as a powerful tool to promote and sell products. Viewers can easily access shopping carts and pinned items.

Additionally, brands can offer stackable vouchers and exclusive discounts during their live sessions. This makes it an effective platform for driving sales and customer engagement.

How to go live on Tiktok:

Click the “create” icon. This will take you to the Live screen. Then, swipe to the Live section in the navigation.

After this, press the “Go LIVE” button to initiate your live broadcast. While you’re live, you can adjust the settings by tapping the three dots.

These settings include flipping the camera, applying effects, filtering comments, and appointing moderators (up to 20).

6. YouTube Live

For businesses looking to showcase their products and services, YouTube Live is an excellent platform for hosting webinars, product launches, and Q&A sessions, among other things.

If your online store is on Shopify, you can easily connect it to your YouTube channel and tag products during your live streams. You can also pin products directly within the live chat.

How to go live on YouTube:

Open the YouTube app. At the bottom of the screen, select “Create,” and then select “Go live.”

Follow the on-screen prompts and steps to set up and configure your live stream. 

Keep in mind that if you are between the ages of 13 and 17, your default mobile live stream privacy setting will be set to “unlisted.” Once you’re ready to start your live broadcast, tap “Go live.”

How to Setup for Live Selling in the Philippines

Keep on reading to discover some tips and tricks on how to set up live selling on the platforms mentioned above.

Step 1: Choose the right platform

As a seller, it is essential to choose the right platform for your live selling needs.

Each platform has its own unique features and audience. Carefully consider which platform aligns best with your brand and target market.

For example, if you’re targeting a younger demographic, TikTok may be the ideal platform for you.

Going live on TikTok allows you to connect with Gen Z and millennials, who are more likely to shop online and use social media for product discovery.

Livestreams can also easily be seen by your target market even if they don’t follow you, thanks to Tiktok’s algorithm.

Step 2: Equipment and setup essentials

If you want to deliver a high-quality live selling experience, it’s essential to invest in the right equipment and setup. Here are some essential things to consider:

Camera and microphone

While most smartphone cameras work great for live selling, it’s recommended to get an external microphone for better audio quality.

For businesses with bigger budgets, investing in a high-quality camera can also enhance the overall viewing experience.


Good lighting can make a significant difference in the quality of your stream and can help your products shine.

Consider investing in ring lights, softbox lights, or other equipment to make sure you’re well-lit and your products are well-illuminated.

Background and ambiance

Choose a clean and clutter-free background that won’t distract from your products. You can also add some decor or props that compliment your brand and products, such as banners or themed backdrops.

Most livestream apps allow you to put a green screen filter on your livestream. You can take advantage of this feature to create a more engaging background.

Internet connection

A stable and reliable internet connection is essential for a smooth and uninterrupted live selling experience.

Make sure you have a strong and fast connection before going live. Consider using a wired connection or upgrading your internet plan if necessary.

Step 3: Inventory management and display

The goal of your live stream is to showcase your products. Have all your products on hand and within reach for easy display during the live stream.

You can use a table or shelf to display your products and make sure they are easy to see and access.

Best Practices for Live Selling in the Philippines

Follow these best practices to make the most of your live selling experience.

Engaging with the audience

Respond to comments and questions in real-time. Don’t forget to acknowledge and thank viewers for their support and purchases.

It also helps to encourage your viewers to interact with you by asking them questions.

Pricing and promotions

Offer exclusive promotions and discounts during your livestream to incentivize viewers to make purchases.

You can also create a sense of urgency by emphasizing that the promotion is only available during the live stream.

Handling inquiries and comments

When handling inquiries and comments, be prompt and friendly. This will build trust with your audience and increase the chances of making a sale.

Address any concerns or objections that viewers may have, and provide in-depth information about your products to help them make an informed decision.

Additionally, avoid being defensive or dismissive of negative feedback. Instead, use it as an opportunity to improve and address any concerns.

Building trust and credibility

Building trust and credibility is crucial in live selling. To do this, be honest about your products and their features, and don’t oversell or misrepresent them.

If there are any limitations or drawbacks, be upfront about them.

It’s also recommended to share positive reviews and testimonials from previous customers to show that others have had a positive experience with your products.

Finally, use your expertise and knowledge about your products by providing detailed and accurate information during your live stream.

This will reassure your audience that you know what you’re talking about and that your products are of high quality.

Managing sales and transactions

Have a clear system in place for viewers to make purchases.

This can include pinning the items you’re talking about to the screen for easy access, or providing an easy-to-access link to your website or online store where viewers can make purchases.

Finally, follow up with viewers who made purchases and thank them for their support. Provide any necessary updates on their orders, such as shipping and delivery information.

Live Selling Tips for Budding Filipino Online Sellers

Excelling in live selling is a mix of luck, product quality, and preparation. Here are some tips to keep in mind before you do your first live selling. 

1. Always promote

One of the secrets of the most successful live sellers on social media is they always promote before they do their live, or they keep a regular schedule.

Live selling should be treated like a major event and you need to generate interest among your target audience before you do it.

One of the ways you can promote is to do a teaser of some of the products you are going to sell during your live stream.

2. Prepare the scene

If you want to arrest the attention of your audience, you need to set the scene by preparing well.

Although live selling is known to be more laid back than traditional live selling on television, your audience would appreciate it if you can represent your brand well.

This means having a non-distracting background. It is also recommended to invest in a good tripod to limit shakiness. Of course, having a strong internet connection is crucial. 

3. Do a test live

Live streaming technology is your friend, but that doesn’t mean you shouldn’t practice. After all, the adage is true: practice truly makes perfect.

Try to do a test drive to check your internet connection, lighting, sound, and tripod. This will also allow you to become more comfortable on camera. 

4. Know your product

You can’t sell a product you know nothing about. Make sure to study the products well because you are expected to answer the questions of your audience along the way.

Do not forget to acknowledge the person who asked the question to double-check if you have answered their query. 

5. Plan the flow

If you are selling multiple items, make sure to plan the flow of your live selling stream well. It would be great if you have at least a rough draft of your script, as well as different models if you plan on selling clothes.

This way, you will avoid dead air and people won’t get bored because there’s always action on the screen.

6. Give instructions

Showing your product and highlighting how it can be used is a must when it comes to live selling. 

However, do not forget to remind your audience how to buy the products they like. You will have tons of people joining throughout your live selling stream at different times so always repeat how to “mine” items.  

7. Pay someone to do it for you

Just because you are camera shy does not mean you can’t do live selling as a business. If you know someone who has an engaging personality, enlist that person to work for you and officiate your livestream.

Pick someone who is comfortable being in front of a camera, and has good knowledge about your products. 

8. Be descriptive

Just because people can see the product on their screen doesn’t mean they can fully grasp what it is. Sometimes, all it needs is a little bit of push for them to finally comment “mine” on the item.

Make sure to be descriptive especially about things that are not obvious on-screen. For instance, if you are selling clothes, make sure to highlight that it is made with top-quality fabric, or describe the softness of the fabric, among many others. 

9. Don’t forget your follow-through

The goal of your live selling is not just to sell products and get a huge income. If you want it to become sustainable, you need to nurture your relationship with your existing customers.

At the end of every live selling stream, make sure to thank those who joined and purchased from your brand.

Aside from that, ensure that all orders are processed quickly and if you experience delays or issues, let the customer know about it immediately. 

10. Host giveaways

Free items always do wonders to excite people. Set aside a small item to give to a lucky buyer or viewer. You can also do a question and answer portion on your live where someone can win a special item.

This will improve your engagement and ensure that people will continue to watch your live for a longer time.

11. Ask viewers to share your content

Call to action is so important in live selling. Ask your customers to share your livestream, or to post photos of the stuff they bought from you.

Don’t forget to thank these people for taking the time to do so. 

12. Treat each live as a learning experience

When it comes to live streaming, it may take a while to get it right. Even if things don’t go perfectly in your first live selling stream, don’t stress about it too much.

If you encounter any issues such as stumbling with your words, embrace your mistakes and just laugh about it. Chances are, people will appreciate the personality you injected into your live stream. 

Do not get discouraged if only a few people watch your live selling stream at first. If you keep on doing high-quality live selling, more people will know about it and you can finally unlock its tremendous potential. 

Looking for more online business ideas? Check out our comprehensive guide on how to make money online in the Philippines.

Live Selling FAQs

Still have more questions? Here are some of the most commonly asked questions (and answers) related to Live Selling in the Philippines:

Do I need a business permit to do live selling in the Philippines?

Yes, to operate legally, you should secure the necessary business permits and licenses from local government units and other relevant agencies.

How do I price my products for live selling?

Consider factors like product cost, competitor pricing, and perceived value. Offering promotional prices or discounts during live sessions can also attract buyers.

What equipment do I need to start live selling?

At a minimum, you’ll need a smartphone or camera, a stable internet connection, good lighting, and clear audio equipment.

How do I handle negative comments or trolls during my live session?

Stay professional. Address genuine concerns and consider using platform moderation tools to manage or mute disruptive viewers.

Can I do live selling anywhere?

While you can technically go live from anywhere, it’s best to choose a quiet location with good lighting and minimal distractions.

How do I ensure timely delivery of products sold during live sessions?

Partner with reliable courier services, provide tracking information to buyers, and maintain clear communication regarding delivery timelines.

What if the product is damaged during shipping?

It’s essential to have a return and exchange policy in place. Communicate this policy clearly to your buyers.

How do I build trust with my viewers?

Be genuine, provide accurate product descriptions, conduct live demos, and share testimonials or reviews from past customers.

Is there a limit to how long I can go live?

Different platforms have varying limits. For instance, Facebook Live allows streams up to 8 hours, while Instagram Live has a 60-minute limit.

How do I promote my live selling sessions?

Announce your sessions in advance on social media, use email marketing, collaborate with influencers, or consider paid advertising.

Are there any legal considerations for live selling in the Philippines?

Yes, aside from business permits, you should also be aware of consumer rights, advertising standards, and e-commerce regulations in the Philippines.

How do I handle payments securely?

Consider using established payment gateways or platforms that offer integrated payment solutions to ensure secure transactions.

Can I collaborate with other sellers or brands during live selling?

Absolutely! Collaborative sessions can help expand your reach and offer varied products to viewers.


  1. Statista

About MJ de Castro

MJ de Castro is the lead personal finance columnist at Grit PH.

MJ started her career as a writer for her local government’s City Information Office. Later on, she became a news anchor on PTV Davao del Norte.

Wanting to break free from the shackles of her 9-to-5 career to live by the beach, she pursued remote work. Over the years, she has developed a wide specialization on health, financial literacy, entrepreneurship, branding, and travel.

Now, she juggles writing professionally, her business centering on women’s menstrual health, and surfing.

Education: Ateneo de Davao University (AB Mass Communication)
Focus: Personal Finance, Personal Development, Entrepreneurship, & Marketing

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