In recent time, the live commerce market has been expanding due to the rapid digitization of consumer shopping behavior, increasing internet speeds, and enhanced functionality of mobile apps. This study focuses on ‘playfulness’ of counsumer nature in live commerce and empirically analyzes how playfulness, an intrinsic characteristic of live commerce, leads to loyalty through the flow experience. A total of 370 people who experienced live commerce were surveyed online and offline, and PLS-SEM was used to test the hypotheses. The study results showed that consumer’s playfulness was significantly related to flow experience and loyalty in Korea and China. In particular, flow experience had a positive effect on loyalty and Playfulness also had a positive effect on loyalty, confirming the partial mediation of flow experience. Therefore, to build loyalty in live commerce, it is necessary to stimulate consumers’ playfulness by creating a live environment where flow experience can occur.