Trends Report

Livestreaming Commerce: Worth Tracking In Europe, But Not Investing In Yet

November 3rd, 2020
With contributors:
Oliwia Berdak , Nancy Lin

Summary

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

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