Most sales die in the gap. Someone wants to know whether it comes in the other colour, whether it will fit, whether it is really that size. They message. You reply four hours later. By then the moment is gone.
On a stream that gap is zero. They ask, you pick it up and show them, and the reason not to buy stops existing while they are still watching.
Here is the efficiency nobody mentions: forty people watching have roughly six questions between them. In messages you answer those six questions forty times, individually, over two days.
Live, you answer them once. Every person watching hears it. The same hour of your time covers the whole room instead of one thread.
A photograph is the most flattering half-second of an object. A stream is the object, moving, in a real hand, in real light — and everyone knows it.
That is why returns and arguments drop. There is much less distance between what they were shown and what turns up.
Wanting something has a half-life. Every step between the wanting and the paying kills some of it — find the listing, open another app, make an account, type an address.
Buy Now sits inside the stream. They pay and the live keeps playing. There is nothing between the moment and the sale.
A phone, a name and one thing to sell. Free to open, free to go live.
