Abstract

This study examined the technological challenges faced by online live sellers of women’s wear in Quezon City and analyzed how these challenges relate to live selling activities. Using a descriptive–correlational research design, the study involved twenty (20) online live sellers selected through purposive sampling. data were collected using a validated survey questionnaire and analyzed through frequency and percentage distribution, weighted mean, and inferential statistical tools such as the Kruskal–Wallis H-test and Mann–Whitney U test. Results indicated that respondents frequently encountered technological challenges related to unstable internet connectivity, platform limitations (such as app crashes and lagging), limited technical skills, and insufficient access to high-quality digital tools like microphones and cameras. Statistical analysis revealed no significant difference in the level of technological challenges experienced by respondents when grouped according to their demographic profiles, such as age, gender, or educational attainment. Further analysis revealed a strong positive and statistically significant relationship (r = 0.7312, p = 0.0162) between technological challenges and live selling activities. The study concludes that technical stability is a critical factor for the success and sustainability of online live selling. Based on these findings, the researchers developed a proposed output titled "Live Seller’s Digital Toolkit: A Guide for Technical Readiness, " which provides actionable strategies and checklists to help sellers address technical hurdles and support business performance.