The ‘Live’ Gaze: A Neuromarketing and Eye-Tracking Analysis of Consumer Attention and Impulse Buying on Shopee Live and TikTok Shop in Indonesia - iMotions

Livestream commerce (LSC) has redefined digital retail in Southeast Asia, with Indonesia as its most competitive market. The two dominant platforms, Shopee Live and TikTok Shop, leverage vastly different user interfaces and engagement philosophies—commerce-first versus contentfirst, respectively.