E-commerce live streaming in China is a massive industry. Coresight estimates that live commerce GMV in China will reach $305 billion this year, and research firm iResearch predicts that it will account for 15% of total e-commerce sales, up from an estimated 10% in 2020.
But those who are bearish on the industry question whether the live streaming medium can retain popularity among consumers. It experienced explosive growth from late 2019 and throughout 2020, but how long can that last? When will consumers move on to the next big fad?
