Live-stream shopping has emerged as a transformative retail model, particularly in Asian markets where influencer-led commerce integrates entertainment, real-time engagement, and seamless purchasing. While the trend is rapidly expanding globally, European adoption remains slower due to cultural, technological, regulatory, and trust-based differences. This paper compares adoption drivers across Asia and Europe using behavioral economics, technology acceptance models, and sociocultural frameworks. A Live-Stream Commerce Adoption Model (LSCAM) is proposed to explain how cultural expectations, platform ecosystems, market maturity, and influencer trust shape adoption. Findings indicate that Asia’s collectivist digital culture, mobile-first ecosystems, and platform-integrated payments drive rapid adoption, whereas Europe emphasizes privacy, authenticity, and credibility, resulting in more cautious growth.