Livestream shopping, a captivating and innovative retail experience, is being touted by many as the future of digital commerce. Being live means it’s unedited, and this often adds more momentum and energy to the experience. Shoppers can interact and feel engaged when the host responds to their questions, comments, or requests in real time.
Livestream shopping first gained success in China with Alibaba’s 2016 Singles’ Day and was first identified by Coresight Research. In 2022, “an estimated $500 billion in goods were sold via livestream on apps like Douyin, the Chinese version of TikTok, or Kuaishou, another short video platform — an eightfold increase since 2019,” according to the New York Times.
