Despite the popularity of live commerce and livestream shopping, there have been news reports of cases of fraudulent food sales that did not match advertised descriptions, such as durian, counterfeit MSG, fake coconut water and canned fish labelled as mackerel but containing tilapia.
To address problems regarding selling food through live commerce, Kasetsart University recently hosted a panel discussion titled "Food Safety Or Just Marketing? Product Labelling Crisis In The Era Of Live Commerce".
In 2024, Rakuten Insight surveyed shopping behaviour and discovered that over 31% of consumers purchased products via live commerce more than six times in the past 12 months, and approximately 12% watched live commerce, but did not make a purchase.
