As E-Commerce Growth Slows, Why Is Cross-Platform Reach Becoming a Must for Live Commerce Brands?
In the mid‑2020s and mid‑2026, even as overall e‑commerce growth cools, live commerce stands out as one of the few bright spots in the market. Through programmatic (DSP) advertising, live stream exposure can be extended beyond the platform itself, out to display network placements on news sites, apps, and content platforms, reaching off-platform audiences who were never part of the live streaming platform’s ecosystem to begin with.
Taiwan’s pure e-commerce sector has moved from rapid growth into a slower growth phase, with online sales growing just 2.65% year-over-year in 2024. Yet live commerce is one of the few segments still growing against that trend. The catch is that as more brands and streamers pile in, and as platforms change how they push content to viewers, relying on a single platform’s organic reach is getting harder to count on. That’s why reaching audiences beyond the platform is turning from a nice-to-have into a necessity.
1. E-commerce growth is slowing. So why is live commerce still growing?
According to Taiwan’s Ministry of Economic Affairs, online retail sales (combining physical retailers’ online sales and pure e-commerce) reached NT$653.3 billion in 2024, a record high, up 2.7% year-over-year. Broken down further, physical retailers’ online sales grew 4.30%, while pure e-commerce online sales grew only 2.65%, a clear slowdown that signals the sector has shifted from high growth to a more mature, slower-growth phase (Note 1).
Even so, live commerce has held up. Streaming combines entertainment with real-time interaction, turning “shopping” into something closer to participation, which is hard to replicate with a static banner ad.
As live commerce keeps growing, more brands and individual streamers are jumping in, and competition is heating up. That raises a practical question: with more streamers than ever, how does a stream actually get seen?
2. Why is organic reach on-platform getting harder to rely on?
Social platforms used to push content mainly based on who follows whom, so accounts with more followers naturally got more distribution. Increasingly, platforms are shifting toward pushing content based on what the system predicts a user is interested in, regardless of whether that user follows the account.
This shift gives smaller accounts a shot at reaching total strangers, but it’s also caused reach to drop for many brands that built their strategy around an existing follower base. Market data shows organic reach for business accounts has fallen below 2% of total followers, meaning good content alone no longer guarantees visibility.
The effect is even more pronounced for live streams. Most platforms’ stream recommendation logic still leans heavily on algorithmic signals and an account’s existing engagement history. A new brand or streamer can put out strong content and still struggle to get discovered through the platform’s own recommendations.
3. Why does cross-platform reach become a necessary move?
If a brand’s traffic depends entirely on one platform’s organic recommendations, it’s effectively handing control over its own visibility to that platform’s algorithm. That’s why more marketing teams are building “reaching audiences beyond the platform” into their regular live commerce playbook, rather than scrambling for a fix only after organic reach dries up.
According to a survey by Taiwan’s Market Intelligence & Consulting Institute (MIC), the platforms Taiwanese viewers watch live streams on most, in order, are Facebook, momo, YouTube, LINE, and Shopee (Note 2). Different platforms bring very different audiences and viewing habits. In other words, viewers are already spread across multiple platforms and contexts. A brand that only targets viewers inside one live-stream platform is effectively giving up on a large group of potential viewers who exist, just outside that platform’s ecosystem.
4. What does this mean for agencies and live-stream vendors planning their strategy?
Cross-platform reach doesn’t mean abandoning the platform you already stream on. It means treating on-platform growth and off-platform reach as two complementary efforts. Organic reach helps a brand build long-term trust and community. Off-platform reach through programmatic advertising lets a brand actively bring in new audiences even when algorithmic upside is limited. Doing both together typically performs better than betting everything on one.
FAQ
Q1：Live commerce is still growing, so why worry about traffic?
A1：Overall market growth doesn’t mean every individual brand or streamer’s reach is growing too. As more brands enter live commerce, competition increases, and with platforms shifting how they distribute content, any single account’s organic reach can actually become less stable, not more.
Q2：Should I prioritize organic reach or off-platform reach?
A2：They’re complementary, not either-or. Organic reach builds long-term trust and community. Off-platform reach helps scale audience faster. Which one to lean on more depends on where your brand is right now and what you’re trying to achieve.
Q3：Does cross-platform reach make sense for small streamers or new brands?
A3：Yes. This approach typically doesn’t depend on an existing follower base, which makes it one of the faster ways for new accounts without an algorithmic advantage to get discovered. Read More: Live Commerce Booster – Expand Your Live Stream Traffic
Sources
Note 1: Taiwan Ministry of Economic Affairs, Department of Statistics, 2024 national retail sales figures (published January 23, 2025). Pure e-commerce online sales grew 2.65% YoY; physical retailers’ online sales grew 4.30% YoY; total online retail sales reached NT$653.3 billion, up 2.7% YoY. Secondary summaries available via TBO Taiwan and 104 Job Bank industry report.
Note 2: Market Intelligence & Consulting Institute (MIC) survey on live-stream viewing habits in Taiwan, cited via AsiaKOL’s “2026 Live Commerce Marketing Guide” .
Organic reach for business accounts falling below 2% of followers: cited via a marketing blog post on IG follower growth strategy (secondary marketing-blog source, not an official statistic).
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直播電商成長趨緩年代，為什麼「跨平台觸及」變成品牌的必修課？
在整體電商成長趨緩的同時，直播電商卻逆勢成為市場亮點。透過DSP程序化廣告，可以把直播的曝光延伸到聯播網的新聞網站、App、內容平台，觸及原本完全不在直播平台生態圈裡的站外受眾。
台灣純電商產業已從高速成長進入緩成長期，2024年網路銷售額年增率降至2.65%，遠低於疫情期間的水準。在整體電商成長趨緩的同時，直播電商卻逆勢成為市場亮點。但隨著直播主數量增加、平台演算法轉向興趣圖譜，單一平台內的自然觸及正變得越來越難以預測，這也是為什麼越來越多品牌與直播廠商，開始把「跨平台觸及」視為必修課，而不是加分題。
一、電商成長趨緩，直播為什麼還能逆勢成長？
根據經濟部統計處公布的資料，2024年台灣零售業網路銷售額（含實體零售業網路銷售與純電商）達6,533億元，創歷史新高，年增率2.7%。細拆來看，實體零售業網路銷售額年增4.30%，純電商產業網路銷售額年增率則為2.65%，成長動能明顯放緩，反映電商市場已從高速成長期進入緩成長期（註1）。然而在這樣的大環境下，直播電商仍是少數逆勢成長的市場區塊。原因不難理解，直播結合了娛樂性與即時互動，讓「購物」變成一種參與感，這是傳統圖文型電商廣告很難複製的體驗。
正因為直播電商還在成長，也吸引越來越多品牌與個人主播投入，市場競爭隨之加劇，這也讓下一個問題變得更關鍵：當直播主越來越多，觀眾的注意力要怎麼被看見？
二、為什麼平台內的自然流量越來越難預測？
過去社群平台推內容，主要看你追蹤誰、誰追蹤你，粉絲多的帳號自然被推得多。現在越來越多平台改成看「系統判斷你可能對什麼主題感興趣」來推播，跟你們是不是粉絲關係無關。
這個改變讓一些小帳號有機會被完全不認識的人看到，但也讓很多原本靠粉絲基礎經營的品牌，觸及率開始往下掉。市場數據顯示，商業帳號的自然觸及率已經降到粉絲數的2%以下，也就是說，內容做得好，已經不保證會被看到。
直播的情況更明顯。多數平台的直播推薦，還是很吃演算法判斷跟帳號原本的互動基礎，剛起步的品牌或主播，內容再好，單靠平台自然推薦也很難被看見。
三、為什麼跨平台觸及會變成必要動作？
如果流量完全靠單一平台的自然推薦，等於把品牌能不能被看見這件事，完全交給平台的演算法決定。這也是為什麼越來越多行銷團隊，把「觸及平台以外的受眾」直接排進日常的直播策略裡，而不是等流量卡住了才臨時想辦法。
根據資策會（MIC）的調查，台灣觀眾最常看直播的平台依序是Facebook、momo、YouTube、LINE、蝦皮購物，不同平台的受眾和互動節奏差很多（註2）。換句話說，觀眾本來就分散在不同平台和不同情境裡，如果只鎖定單一直播平台裡的人，等於直接放棄了一大群本來就存在、只是不在這個平台生態圈裡的潛在觀眾。
四、對廣告代理商和直播廠商來說，這代表什麼？
跨平台觸及不是要你放棄原本經營的直播平台，而是把「站內經營」和「站外觸及」當成兩件互補的事來做。自然流量能幫品牌累積長期的信任和社群關係，站外觸及則能在演算法紅利有限的情況下，主動把新的受眾帶進來。兩件事一起做，通常會比只押一邊更有效率。
五、常見問題
Q1：直播電商還在成長，為什麼還要擔心流量問題？
A1：整體市場成長，不代表每個品牌或主播的觸及率也跟著成長。投入直播的人越多，競爭越激烈，加上平台推播邏輯改變，單一帳號的自然觸及反而可能更不穩定。
Q2：自然觸及跟站外觸及，該選哪一個？
A2：兩者互補，不用二選一。自然觸及有助於累積長期信任，站外觸及則能加速擴大受眾規模，可以依品牌現階段的目標搭配使用。
Q3：小型直播主或新品牌，適合做跨平台觸及嗎？
A3：適合。這類做法通常不靠既有粉絲規模，對缺乏演算法推薦優勢的新帳號來說，反而是比較快被看到的方式。延伸閱讀：Live Commerce Booster 打破直播平台框架限制，直播一開播即投放至千萬流量大型聯播網，讓潛在買家在瀏覽其他網頁時發現你的直播間。
資料來源：
註1：經濟部統計處，2024年全國零售業營業額統計公布（2025年1月23日發布）。純電商產業網路銷售額年增率2.65%、實體零售業網路銷售額年增率4.30%、整體網路銷售額6,533億元、年增2.7%。轉引整理可參考：TBO Taiwan 紀路臺灣報導、104職場力產業結構圖解
註2：資策會（MIC）直播平台觀看習慣調查，轉引自AsiaKOL《2026直播行銷大解密》
商業帳號自然觸及率降至粉絲數2%以下：《2026 IG粉絲增加秘訣》（行銷部落格二手資料，非官方統計）
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