Live Commerce สำหรับ B2B: กลยุทธ์ขายองค์กรผ่านไลฟ์สด 2026
How do brands and manufacturers sell wholesale to retailers quickly? B2B businesses in retail are adopting Live Commerce to launch new collections to retail partners.B2B Live streaming helps brands showcase products comprehensively without sending sales teams to individual stores.
A 2026 survey of Thai retail businesses found that 68% of retail partners decide to order new products after watching brand Live streams. This article covers how to use Live Commerce effectively for B2B wholesale, with techniques to drive immediate retailer orders. Need a professional live streaming studioor full e-commerce management? We can help you grow.
What you will learn
- Differences between B2B wholesale Live and B2C retail Live
- How to launch new collections to retail partners via live streaming
- B2B wholesale Live script examples
- Case Study: Thai cosmetics brand increased exports 150% with B2B Live
How is B2B Live Commerce different from B2C?
Live streaming wholesale to retailers (B2B) has fundamentally different characteristics from live retail to consumers (B2C). Retail partners need to see detailed products, wholesale prices, ordering terms, and resale methods.
| Factor | B2C (Retail) | B2B (Wholesale) |
|---|---|---|
| Audience | General consumers | Store owners, managers |
| Order value | 500-2,000 ฿ | 10,000-100,000+ ฿ |
| Info needed | Price, reviews | Wholesale price, MOQ, delivery |
| Selling point | Emotion, desire | Profit margin, popularity |
| Ordering | Immediate, 1-2 items | Bulk order, invoice |
Insight: Retailers buy to resell. They need to know how well products sell and their profit margins.
Live Commerce strategy for wholesale
1. Exclusive new collection launches
Retail partners want to see products first. B2B live streams should launch collections before retail release so stores get reservation and ordering rights ahead of retail customers.
B2B Live content examples
- Introduce entire new collections with key selling points
- State wholesale prices, MOQ terms, and tier discounts
- Explain resale methods and brand-supported marketing materials
- Open for live Q&A and product reservations
2. Multi-angle product display with resale information
Stores need clear product views for their own photos or to use brand images. B2B live needs high-quality product images, short videos, and recommended captions that stores can post immediately.
3. Create B2B urgency
Instead of B2C "buy now" use "reserve first, get priority" or "limited lot for partner stores". B2B retailers decide quickly if they fear popular items will sell out.
Wholesale Live script example (20 minutes)
New collection launch live structure
0-3 min: Welcome + Exclusive benefits
"Hello partner stores. Today we launch the Summer collection 1 week before retail. Order during this live for priority reservation."
3-10 min: Round 1 - Product intro
Introduce first 3-5 products with wholesale prices, MOQ, and resale tips
10-15 min: Round 2 + Q&A
Continue product intro while answering price, delivery, and return policy questions
15-18 min: Promotion summary
Summarize ordering terms, tier discounts, and live-exclusive free gifts
18-20 min: Order + Close
"Confirm orders in chat. Our team will send quotes and tax invoices within 24 hours."
Tip: Save the live for stores that missed it. Many will order after watching the replay.
Case Study: Thai cosmetics brand
A Hypelive client, a Thai cosmetics brand selling wholesale to stores nationwide, previously sent sales teams to visit stores, which was time-consuming and costly. They switched to monthly B2B Live collection launches.
| Before B2B Live | After B2B Live |
|---|---|
| 3 sales staff visited stores nationwide, 2 weeks per round | One live stream, nationwide stores watch together |
| Travel costs 30,000-50,000 THB per round | Reduced costs by 70% |
| Launched 4 collections per year | Monthly launches (12 times per year) |
| Reached 50-80 stores per round | Reached 200+ stores per live |
| Average orders 300,000 THB per round | Average orders 750,000 THB |
* Data from actual Hypelive client (name changed for privacy)
Which platform for B2B Live?
B2B wholesale platforms need to support bulk ordering and easy retailer access. Most Thai stores primarily use LINE, but Facebook Live remains effective for product presentations.
| Platform | Best for | Ordering method |
|---|---|---|
| LINE Live | Stores already on LINE | Live comments + LINE OA |
| Facebook Live (Page) | Brands with page following | Comments + Inbox |
| TikTok Shop Live | Brands on TikTok | DM follow-up |
| Private system | Large brands, many stores | Online ordering system |
Recommendation for Thai businesses
LINE Official Account + LINE Live is the channel most retail partners use. For reaching new stores, Facebook Live is more effective.
Want to organize B2B Live for your brand?
Hypelive offers complete B2B Live Commerce services from strategy planning, hosts who understand wholesale, to post-live order management systems.
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