Provided is an on-line video shopping and auctioning system, comprising a merchant terminal, a client terminal, and a cloud server. The internal part of the merchant terminal and that of the client terminal are both provided with a logging-in module, a directly-broadcasting module, an on-line trading module, a trading result module, an after-sale service module, and a marking module. The internalpart of the merchant terminal is also provided with a goods classification module, a goods video source module, an order analysis processing module, and a trading data statistics module. The internalpart of the client terminal is also provided with an information setting module, a goods introducing unit, a goods usage demonstrating unit, a goods false-proof discriminating unit, a discriminating data analysis module, and a goods effect generating module. camera, a microphone, a loudspeaker and a display screen are connected to the directly-broadcasting interaction module. The camera and the display screen are both connected to the goods effect generating module. The trading result module, the discriminating data analysis module, and the goods effect generating module are all connected to the display screen. The on-line trading module comprises a shopping module and an auctioning module. The invention is advantageous in that real-time visibility can be realized, and efficiency is high.