Report Snapshot

The popularity of livestreaming ecommerce, which first skyrocketed in China during the pandemic, is spreading to other parts of the world. But not every market has embraced this new retail format to the same degree.

Retailers selling via live commerce should follow China’s example.

• Livestreaming commerce will account for a remarkable 19.2% of retail ecommerce sales in China this year. Total sales will rise from $562.62 billion in 2023 to $843.93 billion in 2025, per our forecast.
• In 2023, there will be 373.7 million digital buyers in China making purchases through livestreaming video, a 42.1% penetration rate.
• Wider adoption is helped by nearly every major Chinese ecommerce and social platform participating in live commerce, including Alibaba’s Tmall and Taobao, JD.com, Pinduoduo, and WeChat, along with short-video apps Douyin (TikTok’s sister app in China) and Kuaishou.