Live commerce isn't simply "go live." It requires operational capability.

Signal: Cube's research across 100 brand livestream sessions in Thailand identified five critical execution capabilities: clear calls to action (90%), active viewer interaction (85%), product expertise (80%), brand-presenter alignment (70%), and entertainment value (55%).

What's Changing: Live commerce is not a content format — it is an operational discipline. It requires trained presenters, studio infrastructure, real-time moderation, conversion mechanics, and sustained engagement capability.

AIHubSEA Operator Lens: Brands need operators with demonstrated live-selling execution capability — trained hosts, studio infrastructure, real-time coordination. When evaluating live commerce operators, ask about host training, studio capacity, average session metrics and category experience.

Source: Cube Asia — Maximising Engagement on TikTok Shop (Thailand, Vietnam, Philippines)