Trends Report

Livestreaming Commerce: It's Worth Tracking In The US, But Don’t Invest Just Yet

October 28th, 2020
Xiaofeng Wang, Principal Analyst
Xiaofeng Wang Principal Analyst
Ryan Skinner, null
Ryan Skinner
With contributors:
Oliwia Berdak , Nancy Lin

Summary

Platforms like Alibaba’s Taobao, JD.com, and Pinduoduo have grown livestreaming commerce into big business across China and into Asia. US marketers should track the latest developments in this space. US marketers will soon see livestreaming commerce emerge from platforms like Amazon, Instagram, TikTok, and standalone vendors. Most American consumers are unaccustomed to buying products on social media, which will slow livestreaming commerce adoption in the US. Marketers targeting young or digitally savvy US consumers should experiment early with livestreaming commerce, primarily to support product discovery. For more information, please schedule an inquiry.

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