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.

Already No. 1 in ecommerce, China will overtake the US this year to become the world’s largest overall retail market for the first time.

The retail ecommerce ecosystem in China is extremely diverse. While Alibaba and JD.com are the clear sales leaders, a handful of other players are holding their own, sometimes by carving out a niche market, be it Suning in consumer electronics or Mogujie in women’s apparel.

Retail ecommerce platforms in China will total $1.53 billion in sales this year. Over 58% of these sales will take place through Alibaba’s digital storefronts.