Can I sell through live video?

Yes, with the Video Commerce plugin — recorded and live shoppable video:

• Live chat (you choose who can chat) and an optional viewer count.
• Shoppable pins at points in the video, so viewers can buy what you're showing.
• Analytics per video: views, likes, chat messages, product clicks, add-to-carts and top products.

For a live session, add your stream's HLS playback URL and press Go Live / End Live. Linking purchases back to a video isn't available yet.