Livestreaming Commerce Gathers Momentum In China

October 15th, 2020

Xiaofeng Wang Principal Analyst

Ryan Skinner

With contributors:

Frederic Giron , Nancy Lin

Summary

Brand and retail leaders should read this research to understand the growing popularity of livestreaming commerce in China. Taobao alone generated RMB200 billion (US$29.3 billion) in gross merchandise value (GMV) in 2019 and reached 400 million livestreaming users. COVID-19 is further accelerating livestreaming commerce: Brands and retailers are doubling down on livestreaming to drive growth, even for sectors that weren’t that keen on e-commerce before, such as luxury goods. Brand leaders: Don’t let eye-popping traffic and GMV numbers distract you. Instead, consider important metrics, such as cannibalization rates and ROI, before you jump in with both feet. Read Livestreaming Commerce Is Emerging Across Asia and schedule an inquiry for further advice.

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