Video | Are e-commerce and livestreaming a perfect match?

Written by James Chan Published on 

Livestreaming isn’t just for entertainment anymore.

Livestreaming e-commerce is one of the major rising trends in China. What’s being sold? Just about everything, ranging from make-up, clothing, automobiles, homes, or even rocket launch services.

According to an iiMedia report, livestreaming e-commerce exceeded USD 61 billion in transactions in 2019 and is projected to hit USD 129 billion in 2020, while the number of livestreaming users in China surpassed 433 million last year, over 50% of China’s internet users.

Unlike traditional TV infomercials, where products are displayed by a host but without real interaction with viewers, livestreaming takes things a step further, allowing audiences to ask questions in real-time that streamers can directly answer, also letting followers interact with each other to comment on products.

Due to the coronavirus outbreak, as Chinese citizens are spending more time indoors, unable to visit offline retailers, merchants have turned to livestreaming to meet the demand of homebound shoppers. To learn more, check out our series Going Live, a series that looks at China’s growing livestreaming industry.

Check out our other episodes:

Episode two: Chinese video game livestreaming platforms set to challenge Twitch

Episode three: Is Likee becoming the next TikTok?

To check other videos by KrASIA, please visit our YouTube channel.


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