As live shopping has become more popular in recent years, as seen in China, this concept has slowly spread to Europe and also the Scandinavian countries. However, the purchasing behaviour of consumers varies, which modifies the circumstances and methods in which businesses might apply this concept to achieve results. This qualitative study explores how  Swedish fashion retailers should use live shopping to influence females buying behaviour. The method used for data collection has been through an industry interview with a marketing specialist and consumer interviews. The conclusion is that live shopping can be a powerful tool if implemented with strategic considerations that tailor the preferences and experiences of Swedish female consumers. Companies need to invest in leveraging social media effectively, and focus on detailed, high-quality content. Promotions should balance immediate appeal with long-term value, and live shopping should aim to inspire and inform consumers, fitting seamlessly into their thoughtful purchasing process. By addressing these factors, Swedish retailers in the fashion industry can influence female purchasing behaviour through live shopping.