Luqira

AI live commerce, market by market

Vietnam, Korea, Japan, Thailand and Spain: what each market's platforms allow for AI livestream selling, paired with attributed market data.

Live selling is a different business in Hanoi, Jakarta, Bangkok, Manila, Kuala Lumpur, Singapore, Shanghai, Taipei, Seoul, Tokyo and Madrid. Eleven guides pairing each market's platform rules with the attributed data for that market.

Third-party claims last checked: 2026-08-29

Live commerce is not one market at eleven sizes. The platforms differ, the rules differ, the buying behaviour differs, and the reason an AI host earns its hours differs with them.

In Vietnam and Thailand, sellers already stream daily and the constraint is how many hours they can staff. Indonesia is the largest of these markets and the one that has already shown it will regulate the channel rather than watch it. In the Philippines almost every seller is a one-person shop, and the register that converts is a mix of Tagalog and English rather than either on its own. Malaysia is the multilingual case: Malay, English, Mandarin and Tamil inside a single domestic market, which usually means picking one and losing the rest. Singapore is smaller than its reputation and its real advantage is the position rather than the population, so the argument there is cross-border rather than round-the-clock. China is the largest live commerce market anywhere and the only one with a national law about labelling AI-generated content, which is why that guide leads with compliance instead of opportunity. Taiwan kept its live selling on Facebook when the rest of Asia moved to marketplace apps. In Korea, the infrastructure is native and the audience is expert enough to notice a host that does not know the product. In Japan, livestream selling never displaced the product page, so the job is answering detailed questions rather than creating urgency. In Spain and Latin America the surfaces are Meta's, which means reach and links rather than in-stream checkout.

Each guide below pairs two things: what that market's platforms allow, and the data for that market. Where a market has a post written in its own language, the guide links that one; the rest link the English data post, which carries the same regional figures with the same attribution.

On the numbers

We do not restate market figures on these pages. Each one links the language post that carries them, because a number quoted in two places drifts, and because those posts mark the widely-repeated figures that did not survive a second look rather than repeating them.

On the platform rules

The most common mistake in this category is assuming a rule transfers. TikTok Shop's prohibition on AI-generated voices in promotional LIVEs states its own scope as the United States; that says nothing about Vietnam, and we will not infer it in either direction. Where a market guide says a rule was not found, it means exactly that. Check your own market's seller hub, and treat a vendor who is confident either way as making a claim they have not shown you.

The full platform picture is on what each platform allows.

Pages in this section

  • AI live commerce in Vietnam Vietnam is the market where live selling became the default retail channel first, and where Luqira keeps an office. Here is what the platforms allow, what the data actually says, and where an AI host earns its hours.

  • AI live commerce in Indonesia The largest live commerce market in Southeast Asia, and the one with the most regulatory history behind it. What the platforms allow, where an AI host earns its hours, and the one destination Luqira does not reach.

  • AI live commerce in Thailand Thailand runs one of the most active live-selling cultures in Southeast Asia, concentrated on platforms with explicit AI rules. That makes it one of the clearest markets to get right.

  • AI live commerce in the Philippines A market where live selling is already a livelihood rather than a channel experiment, most sellers are small, and the language that converts is not the one the product page is written in. What the platforms allow and where an AI host earns its hours.

  • AI live commerce in Malaysia The market where the platform itself publishes how much of its business is live, and where a seller needs three or four languages to cover one country. What the platforms allow and where an AI host earns its hours.

  • AI live commerce in Singapore A small domestic market with four official languages and the region's best cross-border position. The case for an AI host here is rarely about covering more hours at home; it is about selling out of Singapore into the rest of Southeast Asia.

  • AI live commerce in China The largest live commerce market in the world, and the only one with a national law written specifically about labelling AI-generated content. Read the compliance section first; it is the part that decides whether the rest of this page is relevant to you.

  • AI live commerce in Taiwan A market where buying from a live video is ordinary rather than novel, and where the selling happens on Facebook far more than the rest of Asia would predict. What the platforms allow, and the two large local marketplaces Luqira does not reach.

  • AI live commerce in Korea Korea has the most mature live-commerce infrastructure in the region and the most demanding audience. Here is what the platforms allow, where the data comes from, and why Korea rewards a host that can actually answer.

  • AI live commerce in Japan Japan buys carefully, and live commerce grew slower there than in its neighbours for reasons that are cultural rather than technical. That changes what an AI host should be used for.

  • AI live commerce in Spain and the Spanish-speaking market Spain is early in live commerce, which makes the opportunity larger and the platform picture simpler. Fewer native live-shopping surfaces, and the ones that matter are permissive.