Background: The internet and social media have transformed marketing, introducing innovative strategies such as live stream selling. While popular in Asia, particularly China, Western markets have been slower to adopt it. But interest in the concept is growing. Fashion dominates live stream selling content in Europe and Sweden, with its high digital engagement, presents a potential market for the concept.  

Purpose: This study aims to understand how Swedish consumers perceive live stream selling in fashion and identify factors influencing their engagement and adoption of live stream selling fashion content.  

Method: This study was conducted through a qualitative research approach, involving three focus groups with fourteen participants. Thematic analysis was conducted to identify patterns and insights on participants’ perceptions of the concept.  

Conclusion: Swedish consumers find value in live stream selling in fashion, emphasizing cost-saving promotions, entertainment and enhanced visuals. Yet, they are aware of risks such as fraud, sustainability and time consumption. Nevertheless, the influence of brands, influencers and social media positively drives adoption and mitigates the associated risks