Livestreaming is a small but growing part of creator culture. Much like Stories, livestreaming is a way for creators and other influential figures on social media to present content that is often less polished than photos or recorded video. Livestreams also give influencers a way to interact with their audience in real time through live chat.

On today's episode, we discuss why shoppers like livestream shopping, why brands are keen to get involved, why it took off in China, and why it hasn't had as much success in the West—yet. We then talk about when Amazon Prime Day might be this year, Amazon considering opening a chain of discount stores, the top reason for online grocery shopping, and the places people typically begin their search when shopping for a product online. Tune in to the discussion with eMarketer senior researcher Man-Chung Cheung and analyst at Insider Intelligence Daniel Keyes.

Livestreaming is poised to be a major driver of growth for social commerce as the capabilities expand and improve. For marketers that are ready to dip their toes in the livestreaming waters, here’s how to incorporate the practice into social commerce strategies today:

Livestreaming was an existing trend that gained newfound relevance during the pandemic. Over the past few months, nearly all of the major US social networks have expanded their services and introduced new livestreaming opportunities, many of which are aimed at boosting commerce on the platforms.

NTWRK pushes live shopping in the US: The livestream-centric mobile marketplace is competing with giants like Amazon and Facebook as US companies emulate China and struggle to succeed in the fledgeling livestreaming ecommerce space.

Facebook, TikTok, Snap, and YouTube are also exploring new ecommerce media that can be accessed via mobile—such as livestream video, clickable images, and influencer stores—many of which can produce direct revenue streams. We expect US social commerce sales to increase 24.9% in 2022 to nearly $46 billion. Financial companies will attempt to build super apps.

In June 2021, Instagram launched a bevy of tools to enable creators to sell their own merchandise and use affiliate links, while also giving their supporters the option to buy badges on livestreams. Both TikTok and Twitter added tipping capabilities to their platforms last year.

The top 15 livestream shopping categories in China

Subscription video on demand services collectively accounted for another 10% of time spent, and the remaining 2% was spent on game livestreaming. Unleashing the Power of Connectivity. A variety of challenges, including infrastructure and affordability of broadband plans, remain roadblocks for Southeast Asia to realize its digital potential.

eMarketer junior analyst Blake Droesch and principal analysts at Insider Intelligence Mark Dolliver and Yory Wurmser discuss whether foldable phones have already failed, what happens when free subscription video trials expire, media companies restructuring around streaming, Apple's 24-hour music video livestream, which shopping trends will last, what if Iron Man was real, and more.

Doug Scott, CMO of Twitch, speaks with eMarketer vice president of business development Marissa Coslov about the livestreaming platform’s user growth surge, the impact of popular programming beyond gaming, and building communities.

Our Take: Social and shoppable media such as livestreaming have strong potential to showcase one-of-a-kind products and educate consumers on the value of resale, and brands should consider working with influencers and creators involved in the thrifting trend as part of their marketing efforts.

Social commerce features—such as shopping via social media channels, livestream shopping, and seeing relevant posts from social media platforms—were among the least valued features overall. Amazon, Macy’s, Nordstrom, and Target all offered six of the seven features in this category.

eMarketer global director of public relations Douglas Clark reveals our first-ever forecast for mobile reddit users in the US and the platform’s new live streaming feature.

On today's episode, we discuss which platforms have the most creator-friendly environments, how influencer marketing is evolving, and what the next stage of the creator economy will look like. We then talk about Pinterest's new livestreaming feature, the popularity of influencer marketing on TikTok, and how companies should navigate social media coming out of the pandemic. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

And other channels, including shoppable video and livestreaming, show promise. Retailers need to double down on building relationships with their customers via mobile channels. This strategy entails two parts. First, they need to increase visibility in mobile search and social media platforms.

Improving its live video offering can also help TikTok in its commerce ambitions, as we expect livestreaming to be a major driver of social commerce growth. Commerce Updates. Here are the key commerce-related updates for TikTok in Q3 2021:. TikTok launches a new shopping tab.

Livestreaming ecommerce—a market-like online shopping experience that feels like an amalgamation of the Home Shopping Network (HSN), game shows, talk shows, and auctions—has taken China by storm. The phenomenon was in part fueled by the pandemic, as brick-and-mortar stores temporarily closed down and consumers sheltered in place. Yet, a year later, livestream shopping is still going strong in the country.

The power of livestreaming drove conversions. Top influencers Austin (Jiaqi) Li and Viya drove a combined RMB 20 billion ($2.90 billion) in sales during their 12-hour livestream marathons. Li’s session alone drew 250 million viewers. Short-video apps Douyin and Kuaishou also reported increased brand usage and user engagement with livestreams.

NBC, for example, just launched a series of livestream shopping shows, which could grow spending in the category. We estimate that half of US adults now drive a connected car, which could push in-car spending to $1 billion by 2023, per Gartner. BlackBerry and Stripe dove in with car-based wallet tie-ups. Other adjacent partnerships from Visa and Amazon might foreshadow greater efforts.

It allows site visitors to join a livestream shopping broadcast, akin to something on the shopping channel on TV, but with the digital sophistication of having a click-to-buy option for everything covered in the show. This melding of traditional TV shopping with boomers’ recently acquired skills for online shopping makes for a compelling proposition.