The top 15 livestream shopping categories in China

China continues to lead the world in all things ecommerce, including innovation. Social commerce livestreaming is just one of many new stories for 2021 and beyond.

A promising retail avenue: For marketers struggling to find new digital buyers in China, livestreaming opens the door to shoppers who crave in-store experiences amid the pandemic.

On today's episode, we discuss what it's like to launch an ecommerce business unit during the pandemic and how customers are changing. We then talk about livestream ecommerce's US entry point, how to solve the fitting-room dilemma, and how seriously we should take retailer rental services. Tune in to the discussion with ecommerce general manager for the Americas region at Tekmovil Cristian Serrano and eMarketer senior analyst Matteo Ceurvels and analyst at Insider Intelligence Blake Droesch.

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.

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.

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 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.

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:

The rest of the world is waking up to the potential of shoppable livestreams, but it’s old news to China’s short-form video players and ecommerce platforms. Short-video leaders Douyin (TikTok’s sister app) and Kuaishou (known outside of China as Kwai) have been expanding their social commerce operations, not just to sell products, but to provide services and other forms of content as well.

(Facebook Shops is one example.). And the latest hot trend in social commerce in the US—livestream shopping—is also a page directly out of China’s playbook. Trend in Focus: Livestreaming Commerce. Livestreaming was an existing trend that gained newfound relevance during the pandemic.